In Singapore during the mid 90’s, the real estate company was first established as Edmund Tie & Company (ETC) and in Malaysia they were known as Nawari Tie Leung (NTL). Just before the beginning of the new millennium they became DTZ across Singapore and Malaysia. Following the decision to no longer be part of the DTZ network, they returned respectively to being known as their former names.
“But times have changed and so has the market. Moving forward we sort to differentiate ourselves and stand out against a strong international competitor set at the same time find the right way to show our combined strength in Singapore, Malaysia and beyond,” says the real estate expert and CEO of Edmund Tie, Ong Choon Fah.
“We needed to re-tell our narrative and to re-build our identity in a way that would re-unite us across the markets in which we operate. This new positioning would build upon our legacy; but would meet the future opportunities of our business, our industry and our target market.”
“When Edmund Tie says they are ‘future forward’… we they mean that: they anticipate, navigate and accelerate towards a new, bright and exciting future for their clients, tenants and the community.”
The programme involved an integrated Brand DNA workshop session that considered the needs of both ETC and NTL, to unify the brand positioning, the visual language and all internal and external communications.