Sculpting Space: In a craft where perspectives matter most
Overview   With leading names like Porsche, Fuji Xerox, P&G and Daimler making up its clientele, Db&b is one of Asia’s largest premier commercial interior design and construction group. A multiple award winning team with offices in Singapore, Shanghai, Beijing, Kuala Lumpur and Manila, the Db&b group consists of more than 450 multi-disciplinary designers and project consultants with international design exposure.

Challenge   As the brand started to expand its footprint across major cities in Asia, along came new challenges. With its growing international clientele, it was confronted with intensifying competition from the major design league. Clients’ expectations grew. Started as a 20 man single outfit, the team has grown to over 450 staff, all coming from diverse cultures and backgrounds. The brand started to lose its traction. It needed a renewed brand strategy befitting its regional positioning, as well as its more sophisticated clients and their demands.

Solution   The key was to uniquely differentiate Db&b’s business proposition in the multitude of competitors offering a common service. Identifying their strengths and core values, a new positioning underlining the group’s belief, ‘ A Different Perspective’ was instituted and unified across all operating markets. A complete corporate brand identity was introduced to augment the new brand vision. A new corporate logotype, along with a complete set of corporate and marketing communications was created to signify its new people-centric persona. More than a new image, the new branding gave the group a renewed pact with all its stakeholders, exhibiting its distinct identity and unique strengths as Asia’s leading shapers of commercial space. An artistical language they can their own.

Brandscope   │ • Brand Analytics and Positioning • Brand Story • Brand Identity • Brand Communications • Brand Systematisation • Brand implementation