The business concept was to marry the best of western and eastern know-how, to realise the rapidly evolving digital opportunities in Asia.
We crystalised their ambition: explosive growth, on multiple fronts, to create a sustainable network of service and platform businesses, and an admired model for investors, customers and talent.
How did we bring it to life?
We created the name TO THE NEW, a statement of their business ambition. And we developed the launch icon, the ROCK - a metaphor for the new business - still hot, still forming, and bursting with energy. We then worked with web developer Less Rain, to design an introductory website and mobile site for the new brand, connecting the digital businesses across multiple platforms.