One of the leading telcos in Singapore, StarHub has been implementing organisation-wide changes to not only maintain its market leadership, but propel it to the forefront of the industry. Coal was tasked with communicating this bold move as the key corporate message in the year's integrated report.
Using the acronym for StarHub's new organisational direction -- D.A.R.E. -- as the key theme of the integrated report, Coal transformed the report into a strategic brand communication tool. Reflecting StarHub's daring initiative as well as the essence of its brand, the report illustrates not only StarHub's corporate vision and direction, but how it is moving forward in all parts of the organisation, such as sustainability and risk management.
The integrated report has been well received by its stakeholders, so much so that part of it has been enlarged and displayed at the StarHub headquarters. This is Coal's ultimate accolade -- that its work has been appreciated by both internal and external stakeholders of the StarHub brand.