Fitout builder and main contractor TCG Construction specialises in flagship retail stores, world class laboratories, great workspaces and hospitality spaces that add community value.

The firm had earned an enviable reputation for quality and reliability as the Asia division of a global construction company. Formerly a division of a global construction company, local management decided to buy the Hong Kong business and amplify the magic. 

The terms of the management buyout mandated the company operate under a new brand. The company’s leaders engaged Hong Kong branding agency Stepworks to provide advisory services.

Mindfully uniting brand past and brand future

An objective of the rebrand was to retain recognisable elements of the original company, while clearly differentiating it and signalling the new era.

Although an intangible asset, the value of the heritage of trust and goodwill built over many decades was extremely high. Retaining some recognition, and developing distinctiveness required a careful balancing act.

The solution began with brand research, which informed key messages and brand strategy. TCG is an abbreviation of the name The Construction Group. The brand builders defined a more meaningful acronym, Teamwork, Creativity and Grit, which summarises the ethos of the business.

The bold new corporate identity pays tribute to the past while celebrating the future with distinctive contemporary aesthetics.

 

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