SGX Cares: giving a financial exchange's CSR story a name and a narrative
The challenge
Singapore Exchange had been doing real community good for years. Its Bull Charge fundraising platform had run since 2004, alongside volunteering and financial-literacy work. But the story was largely untold and unknown, scattered across activities without a name to hold them together.
The brief was not another campaign. SGX needed the substance it already had turned into a coherent CSR sub-brand: a mission, an identity and a narrative that its people and partners could recognise and rally behind.
Listening before positioning
We started by listening, not presenting. The work ran in three phases: immersion and research first, six executive interviews and an internal staff survey to understand how SGX saw its own community role; then a full-day collaborative workshop we call The Story Room, run with the SGX Cares leadership team; and finally validation, taking the new narrative back to the people who would live it.
The Story Room is built on a simple B2Human belief: people connect with brands through a story, not a feature list. The insight it surfaced became the spine of the whole platform. Great things happen when people come together, so CSR here would be about participation and collective potential, not just giving.
Better Happens Together
From that insight we built SGX Cares as a platform brand, rallying investors, companies, partners and colleagues around a shared idea: better happens together. We shaped the full sub-brand: the mission and ethos, a new logo and identity, tone of voice, and a messaging system mapped across its three pillars, Bull Charge, Outreach and Financial Literacy, and across its B2B, consumer and internal audiences.
It was all captured in a complete brand guidelines book, so SGX Cares could show up the same way everywhere, from the corporate website to run-day banners, and the team could train, hand over and stay on-brand without us in the room.
Campaign Assets
The Creative Work
