Creating and bringing Global Brand Architecture to live for Asia’s largest Purpose Built Worker Accommodation

Creating and bringing Global Brand Architecture to live for Asia’s largest Purpose Built Worker Accommodation

Centurion Corporation Limited (“Centurion” or the “Company,” and together with its subsidiaries, the “Group”) is a leading provider of purpose-built workers' accommodation assets in Singapore, Malaysia, and China; student accommodation assets in Australia, the United Kingdom, the United States, and China; and build-to-rent assets in China.

The Group owns and manages a strong portfolio of 34 operational accommodation assets, totalling 66,660 beds as of 30 September 2024. Centurion’s operational workers' accommodation assets are managed under the “Westlite Accommodation” brand and comprise ten workers' accommodation assets in Singapore and eight assets in Malaysia.

APAC Global Advisory completed the strategic brand audit, research, analysis, and strategic recommendations, including redefining the brand vision, values, mission, purpose, and positioning. APAC Global Advisory was appointed to review and uplift end-to-end touchpoints, including strategic communication, brand identity and experience, collaterals, wayfinding strategy and signage, interior and exterior design, environmental graphics, public communication, onboarding materials, and guidelines.

Challenge

  • The brief was to translate the vision, mission, and values so they are applied and demonstrated in the properties by the staff through actual brand experience. It focused on how to enliven the brand vision, with considerations regarding the lack of templates for communication (digital, print, and collateral) for residents and customers.

  • A brand guideline that is engaging, creative, and interesting, while ensuring clarity for the use of all internal stakeholders, joint venture partners, and third-party partners (including defining the brand requirements). Requirements in wayfinding and communication need to cater to minimally four languages, with adaptation instructions.

  • Multiple key-stakeholder management.

 

Solution

  • Our Chief Change Advisor visited/audited and conducted comprehensive interviews with internal and external stakeholders, operational teams, and foreign residents across all dormitories to gain an in-depth understanding of their needs.

  • We rebuilt the brand from the ground up, redefining the consumer journey to enhance the customer experience for both corporate clients and foreign residents. This included mapping the hierarchy of physical and emotional needs, as well as identifying opportunities and threats for our client.

  • Every decision—from organisational change to colours and design—was guided by the mission to bring warmth and care, addressing both physical and emotional needs. We collaborated through our Co-creation satellite brand system.

  • Inspired by the Westlite Accommodation living community, the fabric-like graphic canvas—composed of interwoven individual shapes in various hues and layers—symbolised the multicultural residents and the Westlite team coming together as one. This concept extended across signages, collaterals, communication materials, and uniforms.

  • Our wayfinding strategy and signage design focused on visibility and functionality, including sky signage for easy identification, along with clear floor, block, directional, and functional signs to support effective navigation.

  • The secondary palette of our brand identity for our interior building was themed to create “Happiness”, which is in line with the brand’s mission to bring happiness to all residents.

  • To convert common rooms into more welcoming and inviting spaces, the “Happiness” colour theme is applied together with the Lifestyle interior wall designs that showcase the flora and fauna of our locations and residents’ home countries. In line with Live, Learn & Play, and depending on the diversity of the residents, we developed lifestyle walls for their gym and common rooms to glorify the beauty of selected flora and fauna from their home countries. We featured the countries’ symbols and themes, and included QR codes, language translations, or links for future activation.

  • A three-sectioned guideline was developed for Westlite Accommodation, their Co-branded partners, and Third Party Branded properties where they managed the properties. The brand was translated to the website by the client.

Difference we made

  • By being well-prepared with their brand for their next phase—with clearly defined strategic direction and guidelines—it set them on a good path for expansion, which fuelled their strong growth. Examples include co-branded property expansion in Kuala Lumpur with Westlite-PKNS, Quick Built adaptations, Westlite Eunos, and expansion to Hong Kong/China to achieve its vision to be a leading provider of purpose-built workers’ accommodation.

  • Despite being a leader in this category, a mindset shift was needed to embrace the need for change and to understand the importance of a CX experience and brand experience. There was a knowledge and acceptance gap that needed to be closed through Change Management. We worked closely with the Head of Communication and Brand teams, and the CEO, with the support of the leadership team, to do so through workshops and meetings attended by the regional team.

  • We remained committed throughout our journey with the teams—both pre- and post-Covid—providing guidance through implementation.

  • Westlite Accommodation continues to raise the bar in executing its brand mission. Most recently, the organisation was honoured with multiple accolades—including the Excellence through Best Dormitory Award (Gold), Best Resident Welfare Award, Best Cleanliness & Hygiene Award, and Outstanding Dormitory Personnel Award—demonstrating its unwavering commitment to delivering on its brand promise and brand experience.

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