Singapore – Elmwood, the strategic brand and design consultancy under the MSQ Group, has launched a new global brand positioning focused on getting clients from intent to impact – faster.
This future-first proposition reflects Elmwood’s distinctive approach to strategic brand design. With fragmented media and shrinking attention spans, only brands with strong, clear intent stand out. Elmwood’s new identity aims to help brands cut through the noise with purposeful, cohesive storytelling.
Daniel Binns, Elmwood’s Global CEO, said, “The world doesn’t need more brands, it needs better ones. In today’s cluttered landscape, it takes powerful intent to break through. Our approach delivers more meaningful, memorable brands that drive momentum.”
The refreshed identity builds on Elmwood’s 45-year legacy, reimagining its iconic ‘e’ marque and green palette. Designed in collaboration with typographer Dan Forster, the new wordmark emphasizes clarity and intent, reflected in serif elements and a refined visual language across typography and animation.
The updated colour scheme features the vibrant “hot elm” green alongside a dark, earthy tone from Elmwood’s heritage. The typeface, Maison Neue, introduces new weights for clarity and data visualization.
Crucially, the system is crafted to support, not overshadow, client work—allowing Elmwood’s strategic and creative excellence to shine through.
The repositioning unites Elmwood’s five studios and 220-strong global team under one mission: to deliver high-impact creative solutions at scale across consumer, corporate, and healthcare sectors.
Susie Hunt, Chair of Elmwood Asia, noted, “This marks a significant moment for Elmwood in Asia and Mainland China, following our merger with Holmes & Marchant. We tailor our approach across strategy, design, campaigns, and content—ensuring creative, cultural, and commercial impact.”
Going forward, Elmwood will evaluate all projects on the effectiveness of their outcomes, not just outputs.
