Case Study:



Job Scope



6 months project in 2021


StemCord approached Mutant ahead of its 20th anniversary to review the company’s brand and modernise it alongside a refreshed brand strategy framework.

Services Provided

Brand Audit, Brand Strategy, Brand Expression, Brand Positioning, Key Messaging, Visual Identity System, Website (redesign, copy, blogs)

StemCord is a Cord Blood Bank headquartered in Singapore and founded by a group of renowned and experienced medical oncologists, haematologists and physicians. After 20 years of operation, they realised that they need to catch up with their competitors in the branding department.

Mutant took StemCord through a comprehensive Brand Audit to identify key areas to address in the branding exercise. We began to craft new applications that positioned StemCord as a clinical-yet-approachable brand, by retaining its legacy-filled logo and introducing softer and brighter colours. We developed the key messaging, brand voice and identity to better resonate with StemCord’s three equally vital target audiences. Mutant is currently still working with StemCord, supporting their expansion and growth through PR communications support and content creation.


  • Full brand audit - internal and external - through a series of interviews and quantitative and qualitative surveys.
  • End-to-end brand strategy framework and positioning, including a new narrative to align with its updated key messages.
  • Brand refresh and identity and application guidelines, including full website rewrite and design, resulting in a cohesive brand identity, stronger brand recognition, and clarity in communication messaging.
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