Strategic employee and Organisational Branding
Client Name: Sing Chye Heng
Sector: Retail
Type of Project: Culture, Employer Branding, Corporate Branding
Grant Support: Frame and Scope (Design Innovation)
Grant Agency: Design Singapore Council
With over 75 years of history, Sing Chye Heng (SCH), is a Singaporean HQ retail chain that specialises in women inner wear/lingerie. It owns subsidiary brands such as Sorella, Pierre Cardin, Young Hearts , with 400 over stores in 6 countries.
Project Objective
The objective of this project was to revamp the company’s culture, to stay relevant and resonate with their people. A couple of quotes from SCH’s leadership captured the essence of the project objective:
“We need to relook at our company culture as a whole, and redefine it and make it relevant to times and to our own people internally”
“We need more soul to our company”
Deep dive into leadership vision, current culture, and employee hopes/frustrations
Our Approach
Transforming organisations require a strategic approach. We embarked on a three part journey with SCH to develop a future-ready culture organisation and brand strategy that speaks volume, addressing both cultural (soft) and operational (hard) factors.
Deep Dive and Co-Creation - We distilled leadership vision and assessed current culture through interviews and analyses. We also hosted collaborative workshops with employees and management that fostered a shared understanding of SCH's desired future.
Culture Codification - A "Culture Book" was created, capturing SCH's essence, aspirations, and values. This serves as a guide for employee alignment and growth.
Brand Strategy & Rollout - We developed a compelling brand narrative and visual identity to attract new talent, position SCH as a modern employer, and strengthen stakeholder relationships. This included communication guidelines, brand guidelines, employee archetype definition, and an enhanced digital presence.
This multi-faceted approach equips SCH for sustainable growth and success.
Hands on activity in action for us and SCH to distill their organisation
Key Deliverables
Here's a glimpse into what we've achieved and put together for SCH:
Culture Book - Captures the SCH essence and aspirations, serving as a guide for employees to align them with SCH’s identity, beliefs and values.
6 Pillars of Business Growth - A strategic 6 pillar roadmap that serves as a clear guide for SCH to implement the change they desire.
Communications Guidelines - Crafting a compelling SCH brand ethos and narrative to captivate audiences.
Brand Guidelines - Designing a cohesive identity and photography style to elevate SCH's visual presence.
Employee Archetype - Defining the ideal employee profile to align with SCH's brand values and culture.
Online Presence - Building SCH's digital landscape with a website development, LinkedIn Profile, and Instagram presence.
These artefacts is provided online and offline.
