CTCI

Building a brand the world can rely on

Client

CTCI

Industry

Industrial & Manufacturing

Service

Brand Strategy, Brand Communication, Brand Identity, PR Strategy, International PR

CTCI is a respectable Taiwan’s top turnkey engineering firm. To enhance its recognition in the international market, CTCI partnered with DDG to strengthen its image to reflect its capabilities and competitiveness. With a strategic brand restructuring, effective communication, and a striking visual identity to highlight its distinguishable qualities, DDG established a strong positioning for the CTCI brand in the minds of international clients.

Discover reliable

CTCI has extensive experience performing massive projects with outstanding safety, efficiency, and professionalism—our mission was to find the best message to convey this. We needed a core idea that would ring true for all subsidiaries and could transform an impressive company into a powerful brand. We found a distinctive quality that remained profoundly practiced by CTCI and inspired the core communication theme. The Discover Reliable message was created to welcome partners and clients to experience the difference when collaborating with CTCI while encouraging employees to uphold the promise of being the most reliable engineering provider.

A visual identity breakthrough

For CTCI, being ‘reliable’ means going the extra mile to ensure each project is safely completed on time and to the highest standard. DDG knew that the company’s values would need to be deeply embedded in the brand’s new identity. So, we strategically chose colors, design elements, and communications that boldly reinforce CTCI’s commitment to these ideals. We also relinquished 22 different hexagon subsidiaries’ symbols with one prominent wordmark – CTCI – to increase visibility against other global competitors.

Bringing brand value to international attention

New digital platforms and materials were created to showcase CTCI’s projects completed worldwide and demonstrate the company’s reliability, expertise, engineering achievements, strengths, and scale. The efforts allowed CTCI to reflect its capabilities and competitiveness and help subsidiaries actively pursue domestic and overseas markets and win overseas bids from the United States, Malaysia, and Oman. More than half of the revenue comes from overseas projects.

Extended the association to the concept of green engineering

DDG developed a media communication strategy focused on introducing CTCI’s role in making sustainable living possible to an increasingly environmentally conscious audience. Alongside mainstream domestic coverage such as Business Weekly and CommonWealth Magazine, CTCI collaborated with a well-known Taiwanese YouTuber to release a video that garnered over 150,000 views and almost 800 shares, sparked online discussion on CTCI’s work and boosted the brand’s visibility amongst a new generation of Taiwanese citizens. LinkedIn was also utilized to share CTCI’s efforts, increasing goodwill and tangible new business opportunities.

The launch of the new CTCI brand made local and industry headlines. The company and its twenty-two subsidiaries have come together under a single brand, reinforcing CTCI’s image as a world-class leader in engineering technology and services. Ranked in the top 100 global engineering firms, and with international projects accounting for more than half of total revenue, CTCI has built a brand worthy of respect and confidence. Years later, with well-strategized media communications, CTCI successfully broke out of its industry bubble with an expanded social media presence amongst new audiences to reinforce CTCI’s position as a leader in sustainable engineering and the most reliable choice amongst its peers.

Intake

Advising the rapidly changing world of overseas education

Client

Intake Education

Industry

Education & Culture

Service

Brand Strategy, Brand Communication, Brand Identity

When founded in 1993, Taiwan-based UKEAS created an entirely new industry based on advising students seeking to study overseas. Since then, UKEAS has helped tens of thousands of students study in English-speaking countries.

After opening offices in nine additional countries, including Nigeria, Thailand, and India, UKEAS decided to take another major step by transforming into Intake Education in September 2021. Through the rebrand, the company wanted to expand its services and brand presence to better serve the rapidly changing world of overseas education.

UKEAS sought the help of DDG to lead the company through this transformational process.

Identifying the path ahead

DDG discovered the UKEAS team was most passionate when talking about connecting students with the overseas education opportunity with the greatest potential to impact their future. This was defined as UKEAS’ core purpose.

Also, it became clear UKEAS’ main differentiation was the insightful and inspirational advice it provides to each individual student. This approachable, student-first model is becoming an increasingly important differentiator amid the rise of AI-driven platforms. Therefore, instead of following its competitors down the algorithm route, UKEAS decided to prioritize impactful, personalized advice that can change students’ lives. As such, “advice” became UKEAS’ Brand Catalyst®, the big idea driving thinking and action at the company.

The future in you

With ambitious goals for worldwide expansion, UKEAS sought a new brand name to cover the increasing breadth and depth of its responsibilities as a leading overseas education advisory service. “Intake Education” was chosen, as the name captures the vital role the company plays in supporting students and institutions on both sides of the academic intake process.

Next, DDG developed a communications strategy centered on a student-focused slogan — The Future In You — to highlight the higher purpose driving Intake’s advice. Additional brand messages and tone of voice rules were also defined to guide consistent, yet flexible and creative branding and marketing communication efforts in all regions, for years to come.

A trusted, approachable advisor

Intake’s new visual identity is also inspired by the concept of “advice”, as communicated through the authentic look and feel. The “arrow” graphic implies direction and momentum, and the speech bubble indicates meaningful conversations among advisors, alumni, and students. The overall look and feel of the brand identity is driven by a combination of strong colors, vivid design elements, and an approachable imagery style, allowing Intake to be seen as a professional yet dynamic overseas education advisory service.

A global rebrand for a global leader

Intake Education launched its global rebrand in all markets and across all platforms at the same time for maximum impact in September 2021. The rebrand had an immediate impact, both among students and the company’s institution partners, who praised the boldness of the design overhaul, and the positive, optimistic message Intake has for the future of overseas education.