Reconnecting a Singaporean technology leader
Brand Narrative, Information Architecture, Website Design, UI/UX
Founded in 1981 and formerly known as National Computer Systems, NCS is a wholly owned subsidiary of the Singtel Group and has been providing information technology and communication engineering services to Singapore and the region for over 3 decades.
Over that time NCS had been a key partner in delivering end-to-end ICT services to power Singapore’s transformation to being a Smart Nation. However, this focus on providing infrastructural services within Singapore has resulted in awareness of NCS and its breadth of capabilities being limited and a lack of consideration and salience for large-scale regional commercial projects, relative to key global benchmarks such as IBM, Accenture, Intel and Infosys.
Bonsey Design was appointed by NCS to rapidly develop a new brand narrative and personality to drive the development of an interim website refresh which would act as a first step in addressing and evolving existing preconceptions about the NCS brand, its capabilities and outlook.
As a starting point in this we assessed NCS’ key strengths and weaknesses relative to the international benchmark brands and agreed a clear focus for brand narrative development in terms of competencies, target audiences, industry and geographical focus.
In 2019 NCS transitioned to the new brand and communications platform, starting its refocusing around an organisational commitment to the values and principles of the new brand narrative and platform.