CLIENT
Lighthouse Canton
PROJECT
Unlocking growth for an evolving Singaporean investment institution.
DISCIPLINE
Brand Positioning, Brand Identity, Brand Architecture, Guidelines
Established in 2014 by experienced banking and financial services professionals, Lighthouse Canton quickly gained a solid reputation as an independent Multi-Family Office and Wealth Advisor. However, the company’s ambition to expand its asset management offerings demanded a transformation of the brand from its narrow, undifferentiated origins into a sophisticated, broad-based, and innovative leader.
Bonsey Design led an in-depth programme across three markets to redefine Lighthouse Canton’s positioning, purpose, and proposition, while introducing a new identity to support future strategic and geographic growth.
Based on inputs from an extensive phase of stakeholder engagement, we conducted a detailed strategic and design analysis of the competitive landscape, including Family Office, Private Banks and Asset Managers.
Through a series of workshops with the client management and marketing team we co-developed a new strategic framework to encapsulate the unique strengths and capabilities of Lighthouse Canton and the diversification journey that it was embarking upon.
Our next task was to refresh the company identity, which our research revealed to be too literal and too ‘analogue’. In its place we created a new digital-ready identity that celebrated Lighthouse Cantons’ new focus on problem-solving and innovation across its product and service offer.
Our work also extended to mapping and redesigning the customer journeys for both the Wealth Management and Asset Management businesses and developing an extended brand architecture and narrative that ensured that both sides of the business were effectively supported by the new strategic framework.
The refreshed brand strategy and identity created for Lighthouse Canton has been implemented to support a critical and successful phase in the business’ growth. As it has continued to diversify and grow internationally, Lighthouse Canton has deployed its new positioning assets expertly to convey its insight and leadership and compete effectively with the most established brands in the marketplace.
