OrangeTee hands creative remit to Redhill ahead of brand refresh

Singapore-based real estate enterprise OrangeTee Group has handed its creative remit to global communications agency Redhill who will spearhead a creative brand refresh exercise for the group.

Redhill will be working with internal stakeholders to update the real estate group’s logo, branding and messaging to better reflect its purpose, progress and ambition in the era of AI transformation, according to a statement by the brand.

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“For over two decades, OrangeTee has been at the forefront of real estate development through our expert insights, digital-first apps and processes, and cross-border affiliations,” said Steven Tan, CEO at OrangeTee & Tie.

“We felt that it is the right time for a brand refresh that accurately represents our innovative spirit, forward-looking approach, and international ambitions,” he explained.

The brand refresh aims to engage with a wider audience and will cover the group’s agency-focused OrangeTee & Tie, research and advisory-focused OrangeTee Advisory and OrangeTee Overseas Properties.

According to Jon Tan, senior vice president, brand, digital marketing and communication at OrangeTee, the appointment is a monthly retainer for an initial six months to facilitate the brand refresh with an annual retainer to be reviewed closer to the brand roll-out date.

 “Professional property transaction, ownership, and management are key concerns in Singapore’s highly competitive real estate industry,” added Jacqui Hocking, Storyteller and Strategist CEO at VS Story, A Redhill Company.

Hocking also said, “There is strong demand for solutions that can empower the whole ecosystem – agents to meet client needs, property owners to obtain best prices, and buyers/leasers to realise their property needs.”

Established in 2000, OrangeTee aims to provide a one-stop solution for the real estate needs of both corporate and individual clients. It also launched its in-house Agent App, a real estate digital ecosystem for property agents as well as an online property agent review portal.

Recently, OrangeTee has appointed Jon Tan as its new senior vice president, head of brand, digital marketing and communications.

Tan joins the team after spending just under a year as marketing team lead at Far East Organisation where he led the marketing communications strategy for three business units in the business space, residential leasing and overseas marketing in Hong Kong and China.

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