Case Study


HomeTeamNS is an association from the merger of CDANS and SPANS for national servicemen in the police and civil defence.

They wanted a fresh start to refine its competitive advantage such as bonding, activities, helping members improve their personal growth and career development, deals and showing appreciation.

A strategic review was done in 2012 to reorganise brand vision and strategy and to reinforce the “Home Team” identity.

We worked on the internal alignment of HTNS by updating mission statement and taglines, clean up of the brand signatures for better consistency. The brand identify was revitalised using visual links to increase the brand’s stickiness within the space.

The transformation of HomeTeamNS is now the talk of town.


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