Precepts Group International
Rockwills International and its group of companies in Singapore underwent a management buyout from the Malaysia parent company in 2019. They needed to manage business continuity, whilst fuelling future growth in the transition.
Transferring Goodwill
Although the Singapore business had operated under and grown the reputation of the Rockwills brand over a 10 year period, it needed to consider whether to retain a brand name it no longer owned, or whether to establish a new brand which would differentiate it from the Malaysian business.
Establishing New Equity
One of the considerations in the management buyout was that the Singapore business would expand its training arm more aggressively in Asia. The MBO was an opportune time to launch the name change and in the course of this, we explored and re-defined their core values and value proposition – thus showing the industry exactly what the group stood for.
Activiste developed the name, identity and brand principles for the group of companies.
Setting the Principles for Growth
Precepts Group has a reputation of reliability, and continues as one of the largest estate planning firms within the Asian region. It has a track record of writing more than 12,000 Wills and currently holds more than 6,000 Executor and Trustee appointments.
Number of wills registered last year with the Wills Registry managed by Singapore Academy of Law.
Number of applications received by the Legal Aid Bureau for the drafting of wills per year, on average, from 2017 to last year.
Strait Times, 15 June 2022
A ‘Precept’ refers to a rule, directive or principle, that guides one’s actions so the new brand name signalled the group’s commitment in assisting clients to lay down the precepts of their intended legacy through instruments such as Wills and Trusts.
The new PreceptsGroup identity and visual system shown here drew inspiration from the Tembusu tree as a symbol of Asian strength and longevity.
©Activiste Pte Ltd. 2026
