Situation

An opportunity to align brand with business

Singapore-based M&L Group is a family investment firm active in hospitality, healthcare, shipping and complementary sustainable ventures.

Over time its brand and digital presence had become misaligned with its growing, evolving business. 

Stepworks was engaged to support the group with a structured brand building process.

Response

The sweet spot is where values meet business model

Research into M&L Group and peers informed the distinctive positioning phrase, Nurturing opportunities, cultivating growth. This statement reflects the family’s values and long-term outlook.

The revitalisation project included a simplified brand architecture, fresh brand design and new easy-to-manage website.

Brand guidelines, image curation and team photography guidelines were developed to support ongoing consistency.

Outcome

First impressions count

A new visitor to the M&L Group website is greeted by a home page that projects competence, informs rapidly and offers clear navigation.

Visitors that land on any inside page will also get a clear sense of the group by the time they reach the footer.

The evolved brand presentation is inspired by the founders and family and celebrates life, enterprise and achievement.

The positive outcomes are the result of the trusted relationships that arose among the members of the branding team.

“We had many ideas when we started rethinking our brand and how it could better support our endeavours. With Stepworks support we managed the process in a way that reassured us that we were taking a positive path. Thank you Stepworks team for your branding expertise, creativity and patience to present our group in a way that’s both accurate and inspiring.”

Jocelyn Kum, Executive Director
M&L Group