Brand Strategy
Foster + Partners
To reposition a world-class architecture firm to best capture and retain its share of a rapidly shifting foreign market, this project conducted for consulting practice TONG Global, developed a fully future-proofed brand strategy for the client Foster + Partners.By starting with providing a tactical understanding of the market conditions and the behaviours of actors within it, a roadmap is devised for breaking through, building equity and developing sustainable brand infrastructures to retain and grow Foster + Partners’ China business.Six weeks of insights development and research is executed to understand current brand perception, market gaps, and new areas of opportunity for brand development. Research practices included full communications audit of existing brand presence and channels, desk research, data analysis, client stakeholder workshops.
Market Insights
Primary interviews were commissioned and conducted as part of first-hand research, including from clients, competitors, architecture & design press/media, industry insiders, academics and more. Sourcing, analysing and synthesising the information and ideas gleaned from these perspectives forms an integral backbone to developing highly effective strategies and recommendations.
Key Perspectives
Informed by extensive insights into marketplace activity, future predictions, competitor case studies, cultural trends, existing brand position and relevant industry voices, a strategic roadmap is now created for a new approach to Foster + Partners brand in China, and specific recommendations for how it can be best implemented across all available channels such as communications, digital presence, marketing campaigns, BD functions, and beyond. 
Brand Strategy
Brand Strategist: Lillian He
Project Owner: TONG Global
Project Manager: Jenny Zhang (TONG Global)
Researcher: Milly Zhang (TONG Global)
Client: Foster + Partners