Case Study: RSP achieves a stronger global brand position with Brandcourage Brand DNA®

RSP repositions as a global leader with Brandcourage through 6-market brand collaboration

RSP, a major multidisciplinary design and engineering firm based in Singapore, faced a significant challenge: despite its global presence, it was perceived as a local implementation firm rather than a leading global "name" architect. To shift this reputation and align its external image with its international capabilities, RSP engaged the creative agency Brandcourage for a Brand DNA® strategy project.

Brandcourage facilitated a comprehensive Brand DNA® workshop and in-depth interviews with RSP's global partners to build a new, consensual brand strategy. This process redefined RSP's core purpose around being "global leaders in delivering integrated solutions that transform environments." The new strategy positioned RSP as a future-forward practice that leverages its multidisciplinary capabilities to activate value for clients with responsibility and sustainability, successfully reframing its market perception.

RSP