Perennial Holdings
Brand positioning strategy, brand architecture and identity for an global integrated healthcare and real estate company.
Repositioning Perennial Holdings so that the scope and scale of its healthcare, eldercare and hospitality businesses were better reflected in its branding.
Outside of China, Perennial Holdings was largely seen as a real estate developer in Asia. Whereas in China, it had shifted to become a major player in healthcare, eldercare and hospitality across several cities.
Activiste recommended a positioning and brand architecture for Perennial as an integrated eco-system brand that reimagines possibilities in lifestyle and care.
We saw an opportunity to articulate Perennial's value proposition and unique business model more accurately, and with greater relevance.
Through brand architecture, we unlocked value in the business operations by creating sub-branded verticals in healthcare facilities and services; eldercare living and services, as well as a fledgling hospitality business that sits alongside its real estate development and management businesses.
This was then translated into a comprehensive branded visual system that encompassed not just different lines of business, but also a multifaceted applications that patients and consumers would encounter online as well as on the premises.
The group's evolving business model from real estate to healthcare and eldercare, was not reflected in its brand archirtecture or identity. Its previous brand architecture presented the group as a monolithic conglomerate without a clear indication of its core competencies and capabilities.
Activiste recommended a positioning and brand architecture for Perennial as an integrated eco-system brand that reimagines possibilities in lifestyle and healthcare. It differentiates by blending medical precision and expertise, with patient and eldercare dignity into a seamless customer experience.
“Our brand strategy focussed on new aspects of care which blended eastern wisdom with western science to reimagine Perennial as a credible player in integrating healthcare and eldercare services with its real estate expertise.“
The new branding highlights its evolution from a real estate company to an integrated healthcare and lifestyle player with a strong emphasis on Medical and Eldercare.
The new branding provides clarity, leveraging its real estate heritage while showcasing its new integrated healthcare focus. This rebranding supports their expanded model of owning, investing, developing, managing and operating integrated healthcare and eldercare facilities and services.
Perennial was able to launch Singapore's first private, assisted living facility with the new sub-brand, Perennial Living. It houses 200 apartments and 100 nursing home beds in a development which integrates hospitality, medical care and TCM therapies, including dementia-focused treatments with a 1.5ha therapeutic park.
This signals Perennial's pivot towards becoming an integrated healthcare and real estate company. It supports their expanding operations, including new private assisted living facilities in Singapore and major medical and eldercare clusters in China. In essence, the new visual identity system needed to communicate Perennial's broader vision and enhanced capabilities in the healthcare and eldercare sectors, creating a cohesive and recognizable presence in key markets, and allowing for expansion into new markets.
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