Case Study - Equalbase

Equalbase is an industrial and commercial real estate company headquartered in Singapore. They have been in this industry since 2002 and have developed sustainable buildings across APAC regions making them one of the most sought-after companies by bigger brands. They approached Terapods to work with them closely in their rebranding process, where the task was to develop Brand strategy, brand architecture and Brand Expression for the company.

Industry: Real Estate

Services:

Equalbase focuses on

Consulting
Investing
Designing
Building
Owning
Managing

Brief

Due to the acquisition of a vertical of the company. They were to rebrand it itself from bottom up as it had a good reputation in management of real estate in industrial and commercial industry. They needed a startegy which connects with a very niche audience of bigger brands. and can use it as a starting point to explain it to their clients.

Challenges

Having different verticals and service portfolio remained a challenge. It was essential to simplify the brand’s portfolio and restructure its brand architecture. It was also pertinent to stay unique and distinctive in the sea of sameness, this called for a simple brand name.

Solution

We recommended Branded House based on the services, JV (Joint venture) with companies for example.

Equalbase Service-1

Equalbase Service -2 or Equalbase + Ventured Organizations.

We also developed the name Equalbase in a round robin manner and tested with brand name evaluation tool of Cypher8. And presented few possible names for the complete brand name report to our client. The client easily observed the overall score with language tested across 32 languages. And we successfully zeroed to the name Equalbase for the real estate commercial and industrial development company.