Today at around 9am Singapore time, we launched the new Jcurve branding to the world. A fresh, modern take on the Jcurve logo, a refreshed colour scheme, and the introduction of a new tagline – ‘Advancing Ambition’.

The first question likely to come to mind is … why rebrand?

The new branding was built with three core objectives in mind:

  • To modernise our brand to better reflect the company we are today
  • To drive consistency and cohesion between our master and sub-brands
  • To learn from our past and take ownership of our future

When I joined Jcurve back in March this year, I saw a company with an impressive track record, exceptional team members and culture, as well as heaps of potential for the future. But the external brand did not reflect the story I could see from within. In fact, Stephen (our CEO) had already embarked on some brand research back in late 2020 – and so the stage was set.

JCurve Solutions has come a long way since its inception in 1997 providing expense management solutions, evolving into a leading business transformation partner for organisations across the region. Serving as a trusted guide in an on-demand world, we help build growing and resilient organisations to withstand market disruption.

To reflect the broad range of services that we offer, we have also created four new sub-brands to represent our four key solution categories.

Below I explain a little bit about each of the sub-brands:

optyc (pronounced op-tic) represents our business management solution category combining both the enterprise resource planning and expense management solutions. This solution category is focused on helping organisations to automate their core business processes, delivering data insights and business efficiencies to unlock the organisation’s full potential. From finance to supply-chain to sales and marketing and beyond, optyc provides the visibility and knowledge to help advance ambitions.

quicta (pronounced quick-tah), previously known as Riyo, is a service management solution that enables organisations to efficiently allocate operational resources where they are needed most. From deploying personnel through to digital interactions with customers, quicta helps drive efficiency in a world where timing is everything.

vyzeri (pronounced vye-zer-ree) is a growth consultancy that partners with organisations to develop resiliency and achieve their ambitions through the effective use of technology.

dygiq (pronounced didge-eek) provides full-service marketing capabilities for ambitious organisations looking to improve their current market position or enter new markets. A team of marketing experts that understand how to create data-driven, impactful marketing campaigns helping organisations to deliver the right message to the right audience at the right time.

The great thing about our new brand architecture is that its versatile. As we continue to grow the organisation in the coming months and years, the brand architecture allows us to slot in new products and services (whether developed in-house or acquired) easily and efficiently without the need for a large scale brand refresh. This was a key reason behind our choice of ‘neologistic’ sub-brand names that give us the flexibility to pivot the business as necessary.

So there you have it. ‘Jcurve 2.0’ as it was affectionately known internally, is now live – we hope you like it!

As you can imagine, rebranding the organisation was no small feat and has taken months of hard work and dedication from a large group of people. My sincere thanks to my fellow executive team members for their candid feedback throughout the process, the broader Jcurve family for their continued trust and of course my marketing team – the superstars that I have the privilege of leading.

To learn more about Jcurve and our solutions/services, you can follow us on LinkedIn here.