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Boardroom

International evolution


Background

Boardroom Limited is one of Asia Pacific’s leading providers of business services, serving over 4,200 publicly listed and privately owned companies. Headquartered in Singapore, Boardroom have built an established presence in the region over the last 40 years including Singapore, Malaysia, Hong Kong, China and Australia.

Challenge

Boardroom’s ambition to expand further into the region was halted by an ill-defined strategy and an outdated identity. With competition growing in the business services industry across the region, a more robust brand was required.

Outcome

Working closely with our strategic partners Activiste, Brand New Day developed a brand identity for Boardroom that focused on collaboration. By using various combinations of the vowels ‘oo’ from the word ‘Boardroom’, we created a series of icons that each represented a different core value and brought the brand’s personality to life.