Aspial Corporate Identity
Aspial is a conglomerate with a wide spectrum of businesses that include jewellery retail, property development, financial services, hospitality, and resort management. The rebranding process began through reshaping Aspial's brand profile with workshop sessions involving key board members and staff from the various respective brands under the company.
Home to brands such as Goldheart, Lee Hwa Jewellery, and Maxi Cash, amongst other businesses in various fields, we had to ensure that the logo could represent those well. Ideas ranged from jewel facets to wordmarks with sparkle icons, out of which the final wordmark was born after rounds of exploration and design work. We proceeded to strengthen the corporate identity with secondary graphics, typography, and brand colours. These elements reflect the brand's values of progressiveness, trustworthiness, and being human-centred.
The next phase of the corporate identity consisted of working on the signage and wayfinding towards the opening of their new corporate headoffice in Singapore. The new identity is reflected from the exterior’s main signage to the interior wayfinding, with the updated brand colours reflected throughout.
Client: Aspial
Agency: Edenspiekermann Singapore
Team: Edo van Dijk, Zheng FangTing, Jonas Vogt, Elaine Choy, Venus Loh