Aspial is a family-owned business conglomerate with diverse business operations in jewellery retailing, real estate, financial services, hospitality, and precious metal trading. Aspial asked us to help them redefine their corporate brand after we successfully helped them create a new brand for their precious metals division, Goldheart Bullion.
We started the rebranding process with redefining Aspial’s brand profile based on a wide array of interviews with board members and various key employees from its subsidiaries Goldheart, Lee Hwa Jewellery, World Class Global, and Maxi Cash.
Building upon the company’s perceived strengths, and sharpening the personality traits where Aspial wanted to grow, we created a new corporate identity which aims to be progressive, trustworthy and human for its staff and trustworthy, confident and inspiring for Aspial’s business relations. The new identity was launched together with the opening of Aspial One, the new company HQ, for which we also designed the facade signage and wayfinding.
Design team: FangTing Zheng, Jonas Vogt, Elaine Choy, Venus Loh, Edo van Dijk

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