Builders Alliance Pte Ltd (Builders Alliance) underwent a comprehensive business transformation exercise with branding consultancy, Firefish Branding. The branding process entailed three phases: Brand Audit, Brand Strategy and Brand Activation. The branding process was grounded in research and involved both the upper management in the company to employees of all levels. The project outcomes include a digital prototype and a versatile pitching platform for new prospective business. The project culminated in a visually refined Builders Alliance brand, with a clear roadmap towards where the company envisions itself to be.