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Razor-sharp brand strategy

and targeted communications


Oxygen, a boutique advisory firm specialising in tech start ups in Singapore. 


A new business requiring a new brand strategy and corporate identity for a recently launched business service provider in Singapore.

The client wanted a clear breath of fresh air that cut through to the busy tech audience who is their target market. It needed to be sophisticated but edgy and without unnecessary frills to ensure it was modern yet give a vibe that the business is experienced and knows what they are doing.


The key element in the project was the development of the strapline to encapsulate how they want the clients to feel if they engaged with Oxygen. Trust them and you will be able to breathe and focus on your future success.​



The work resulted in a sharp and modern solution. From the strategy, there was a new logo designed together with a new icon to represent the full circle and options available to every new and individual client.


A fresh yet classic colour palette was introduced to showcase the confidence of the brand.


- Brand Strategy

- Mood board

- Logo

- Colours

- Fonts

- Brand Guidelines

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