The brand no longer matches what the business does or where it is going.
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Brand strategy and rebranding consultancy in Singapore
Creativeans is a brand strategy and design consultancy based in Singapore, Milan and Jakarta, led by accredited management consultants. Since 2012 we have built 300+ brands for growth and mid-size companies. We start with research, then design the identity and every touchpoint, from packaging, websites and digital products to spaces and communications, through to brand rollout.
RMC and CMC
Accredited management consultants direct every project
300+
Brands built since 2012
60+
Awards for branding and design
3 offices
Singapore, Milan and Jakarta
When companies come to us
Most clients come to us at a turning point. A brand that worked in the early years stops working when the business grows, adds products or enters a new market. Typical starting points:
Customers cannot tell you apart from your competitors.
The company has several brands or product lines that do not fit together.
A merger, a new owner or a new leadership team needs one clear story.
The business is expanding into Southeast Asia or another region.
You sell to other businesses, and buyers, partners or investors need to trust your brand before they meet you.
The brand no longer matches what the business does or where it is going.
Customers cannot tell you apart from your competitors.
The company has several brands or product lines that do not fit together.
A merger, a new owner or a new leadership team needs one clear story.
The business is expanding into Southeast Asia or another region.
You sell to other businesses, and buyers, partners or investors need to trust your brand before they meet you.
What our brand strategy work covers
Customer interviews, competitor analysis and a review of every touchpoint, so decisions rest on evidence
Strategy consultancy or design studio: what is the difference?
Both can produce a good-looking brand. The difference is what happens before the design starts.
| Brand strategy consultancy | Design-only studio | |
|---|---|---|
Starting point | Research into customers, competitors and the business | A creative brief and visual references |
First output | Positioning, messaging and brand architecture | Logo and visual concepts |
Who leads | Senior strategists, often accredited management consultants | Designers and creative directors |
Best when | You are repositioning, rebranding, merging brands or entering a new market | Your strategy is already clear and you need a fresh look |
Creativeans does both in one team. We set the strategy first. Then the same team designs the identity, packaging, website and other touchpoints.
Our method: BrandBuilder®
Every project follows BrandBuilder®, our five-stage method. Each stage builds on the one before, so the strategy is agreed before any design work begins. The method is set out in the book Are You Brand Dead? by Kimming Yap, Yulia Saksen and Judy Tham. BrandBuilder® is a registered trade mark in Singapore.
| Stage | What we do | What you receive |
|---|---|---|
1. Brand audit | Study your business, customers, competitors and market through interviews, competitor analysis and a review of your touchpoints. | Audit findings and a clear direction for the brand |
2. Brand positioning | Define the brand’s role, value proposition, positioning and key messages. | Brand positioning and a messaging framework |
3. Brand identity | Turn the strategy into a verbal and visual identity system. | Identity system and brand guidelines |
4. Brand touchpoints | Apply the brand to customer-facing and internal touchpoints, from packaging and websites to sales materials. | Designed touchpoints, ready for production |
5. Brand rollout | Plan the launch, governance and internal alignment, including staff training. | Rollout roadmap and staff training |
Who leads your project
One of our two principal consultants personally leads the strategy and direction of every project.
Kimming Yap
Managing Director and Co-founder
Registered Management Consultant (RMC) with the Institute of Management Consultants (Singapore). Registered in Branding and Marketing, Customer Experience and Service Innovation, Design Thinking, Business Design, and UI/UX Design. Vice President of the Design Business Chamber Singapore, and co-author of the book Are You Brand Dead?
“Design is more than aesthetics, it is the vital heartbeat of a business. If you don’t evolve and strategically nurture your identity, your brand dies.”
Yulia Saksen
Director and Co-founder
Certified Management Consultant (CMC), the international designation recognised through institutes in around 50 countries. Her listed practice areas are Branding and Marketing, Customer Experience and Service Innovation, Franchising, Product Development, and Productivity and Innovation. Council Member of the Institute of Management Consultants (Singapore), and co-author of the book Are You Brand Dead?
“My passion lies in building bridges that enable Southeast Asian brands to step confidently onto the global stage, while guiding international companies in navigating this vibrant region.”
Selected brand strategy work
| Client | The challenge | What we did |
|---|---|---|
VOREL (formerly NOKS Offshore), electrical supply chain | The old name tied the company to offshore products only. | Renamed the company VOREL, repositioned it as a supply chain solutions partner and built a new identity. Indigo Design Award Gold, 2023. |
InstaProtection, InsurTech | A new brand with low awareness, in a category people find intimidating. | A brand audit, competitor research and customer interviews led to the positioning “Your Pocket Guardian”, used across Singapore, Malaysia, Thailand, Vietnam and Indonesia. Indigo Design Award Gold, 2022. |
Admira, surface design (founded in 1975 as Seng Lee) | A strong technical reputation, but seen as purely functional. | Repositioned as an experiential and relationship-driven brand, with a master brand and sub-brand system. |
Farmer Brand, food manufacturing (Mei Heong Yuen Food Industries) | An unclear positioning and a complex brand architecture. | Rebranded a food producer with more than 50 years of history. Indigo Design Award wins in Branding and Packaging Design, 2024. |
InfraCo Asia, infrastructure investment | No strong, unified identity to build investor trust. | A global rebrand: new identity, touchpoints and full rollout. |
Meiko Tailor, bespoke tailoring (founded in 1977) | A heritage brand that needed to reach a new generation. | Repositioned around “Tailoring Your Every Chapter” and launched the endorsed brand Uncommon Hem. |
Other clients include Nippon Paint, Ritter Sport, Haidilao, tesa, Pigeon, Phillip Capital and PacificLight. Our B2B and industrial clients include VOREL, InfraCo Asia, Admira and Davco.
Taking your brand overseas: the EDGE grant
If your rebrand is for a specific overseas market, Enterprise Singapore’s EDGE grant can support up to 70% of qualifying costs for SMEs and up to 50% for non-SMEs, under its International Branding activity. The vendor must provide SS 680 certification with your application. Our EDGE projects are led by our Managing Director, Kimming Yap, a Registered Management Consultant.
“Actionable tools that [we] can implement easily. We were very satisfied with Kimming and his team at Creativeans and are confident of their expertise to help Tidy become the leading brand in the disposal and recycling industry.”
Vincent Wang, DirectorTidy Maintenance & Engineering
What it costs
Brand strategy projects start from S$30,000, before any grant support.
| Scope | Typical range |
|---|---|
Brand strategy | From S$30,000 |
Full brand strategy and identity | S$40,000 to S$80,000 |
Brand transformation across several markets or brands | S$80,000 to S$150,000+ |
If the brand is for a specific overseas market, eligible SMEs can apply for up to 70% support under EDGE International Branding. Smaller scopes, such as a brand refresh or an identity-only project, are covered in our pricing guide.
Every Part of Your Brand, Built to Matter.
Branding
We use BrandBuilder® to align brand audit, positioning, identity, touchpoints and rollout into one coherent brand system.
Business Design
We use EDIT Design Thinking® to connect customer needs, business priorities and new opportunities through evidence-led innovation.
Experience Design
We translate brand strategy into customer journeys, spaces, services and interactions that feel recognisably part of the same brand.
UI/UX Design
We design digital products and interfaces around user needs, business goals and the principles of your brand.
Packaging Design
We create packaging that expresses your positioning, strengthens recognition and works across commercial, production and sustainability requirements.
Communication Design
We turn brand strategy into consistent communication across campaigns, digital channels, print and sales materials.
Sustainable Design
We help organisations translate sustainability commitments into credible brand, packaging and experience decisions.
Fractional CBO
We give founder-led and growing businesses ongoing senior brand leadership without requiring a full-time brand executive.
AI BMT
We define how AI should think, speak and create for your organisation, so faster content does not erode the distinctiveness of your brand.
Why brand strategy pays
134%
Meaningful brands outperformed the stock market (Havas Meaningful Brands, 2019)
+32 points
Higher revenue growth for top design performers (McKinsey, 2018)
- Havas’s Meaningful Brands 2019 study covered 1,800 brands in 31 countries. It found that meaningful brands outperformed the stock market by 134%.
- McKinsey’s 2018 study tracked 300 listed companies over five years. The top quarter of design performers had 32 percentage points higher revenue growth and 56 percentage points higher total returns to shareholders than their industry peers.
134%
Meaningful brands outperformed the stock market (Havas Meaningful Brands, 2019)
+32 points
Higher revenue growth for top design performers (McKinsey, 2018)
- Havas’s Meaningful Brands 2019 study covered 1,800 brands in 31 countries. It found that meaningful brands outperformed the stock market by 134%.
- McKinsey’s 2018 study tracked 300 listed companies over five years. The top quarter of design performers had 32 percentage points higher revenue growth and 56 percentage points higher total returns to shareholders than their industry peers.
{ FAQ }
Frequently Asked Questions
Questions from leadership teams, brand managers, and organisations considering branding services.
A brand strategy consultancy works out what your brand should stand for before anything is designed. Creativeans researches your customers, competitors and business, sets the positioning, messaging and brand architecture, then carries the strategy through to identity, every touchpoint and brand rollout.
