New Brand Creation, Portfolio Brand Architecture and tool-kit for Global Launch & Implementation  

New Brand Creation, Portfolio Brand Architecture and tool-kit for Global Launch & Implementation

Orel Corporation is a leading building Infrastructure, Digital Infrastructure, Artificial Intelligence, Digital Commerce, Healthcare, Education, IoT & Transportation, had grown a 100 fold in 2 decades, through new business categories and the acquisition of the new business in Sygnamax (US), Q Bus (Belgium) and Superbar (UK).

Our Chief Change Catalyst was appointed to redefine and design the new Portfolio brand and brand architecture so that it houses the companies they had acquired and strongly presents the new brands. With the hand-picked Change agents, we developed the global portfolio brand, manual and tool- kit with strong collaboration with our Orel Corporation stakeholders. Global implementation included spearheading the first-ever Global flagship and unmanned stores and presence in global exhibitions.


  • Unable to leverage the equity of all the different businesses due to a lack of a Global Corporate brand or a brand architecture.

  • B2B, B2C customers were not aware of the size, story of the businesses as they were not aware of their new categories and overseas M&A.

  • The overseas offices did not have the link or synergies with the headquarter.

  • They could not venture as a portfolio in new concept retail and exhibitions as a portfolio.

  • They did not have a Global marketing & brand structure at the start of the process.

  • Brand and Business audit with recommendations for the 8 pillars - the current gaps, opportunities, challenges and needs.

  • Develop and design the Portfolio brand architecture that house the new brands and acquired brands.

  • New Corporate Brand, it’s vision, mission, values and positioning in a global brand manual with a tool-kit for adaptation to digital, ATL, BTL and interior Identity.

  • Define how the various local, regional and global offices will be named and presented and how they project a cohesive global brand.  

  • Our Chief Change Catalyst personally coached for change, trained on global brand management, guided them through the global launch and adaptations and global brand structures set-up.


The Difference Made

  • Globally the businesses across the 6 continents, including the newly acquired ones were inspired and motivated as Head Quarters had set a clear brand, purpose and guidelines with useful tool-kit with clarity for Global, regional and local offices.

  • The Orel brand forges into new frontiers as it can build synergies across portfolio with Orel Pay, Orel Go, Orel e3.

  • Developed the “outside” change to strengthen their global visibility in collaboration with the architects and the leadership team to implement the largest and most influential building and construction show in 2019 globally, launched of the unmanned and flagship concept store at Shangri La’s One Galle Face Mall and social media.

  • Developed the “inside” changes through the change in belief, mind-set, passion through seeing the benefits of the brand culture, brand organisation and global leadership.

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