Refined Brand Identity for a Legacy Construction Brand
With its origins in Britain, BRC Asia is a pioneer in prefabricated construction solutions. Following the company’s acquisition of Lee Metal Group in 2019, the opportunity arose to reinforce its corporate brand.
The challenge was to balance the legacy of the past with the business of today and the opportunities it faced tomorrow.
1. Elevating investor perceptions, strengthening the brand’s shared value proposition and uniting employees
2. Accurately reflecting the scale and perceived value of BRC as a heritage brand
3. Positioning BRC as part of the fabric of key cities across Asia
Building Better
The story leveraged BRC’s legacy in creating landmark 20th Century infrastructure to its impact on the fabric of key Asian cities. The brand narrative focuses on how BRC Asia continues to transform building solutions and technology for projects such as Marina Bay Sands, sustaining progress and prosperity into the 21st Century.
Progress and Prosperity
The story leveraged BRC’s legacy in creating landmark 20th Century infrastructure to its impact on the fabric of key Asian cities. The brand narrative focuses on how BRC Asia continues to transform building solutions and technology for projects such as Marina Bay Sands, sustaining progress and prosperity into the 21st Century.
Dynamic and Scaleable
Brand photography in the form of ‘in action’ imagery featuring BRC employees, adds a more human element to the brand expression. The development of dynamic content including responsive digital assets and animated components for a multi-language website further framed the new solution. Complete with CMS, BRC is empowered to build on their scalable digital branding solution as BRC expands across Asia.
As of 30 September 2021, BRC Asia reported earnings of $47 million, up by 131% year-on-year and, an increased by 91% year-on-year in revenue to $1,17 billion for the financial year, following the new investment of $68.1 million from Hong Leong Asia, enabling BRC Asia to remain confident and emerge stronger in the changing landscape.
