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UTU taking a disruptive idea to make it a new normal.

UTU is a revolutionary new platform that brings multiple rewards points and loyalty into one single interface wherein one can earn and share points across brands and borders and manage points in real time.

Identity Counsel was tasked in defining the brand promise and creating the brand identity. The product idea empowers consumers with a new way to use their points without limits, allowing for borderless, seamless and effortless use of points allowing one to maximize one’s points and ‘making everyday more rewarding’.


The UTU brand identity has been created by bringing this ethos of 'Everyday More' to life.The identity applies the brand letters in an ascending order reflecting the idea of 'more'. It leads to a vibrant use of type into a green 'U'. The distinct use of aqua green emphasizes the spirit of 'Go'. The 'Go' suggesting a sense of freedom resulting in delight. The cohesive unit results in a fresh contemporary brand that promotes the brands focus.

UTU empowers consumers by removing pain points of forgetting the expiry of points, missing out on points, or having too many cards. UTU converts and combines all points earned into UTU points, thus giving one the freedom to redeem points across brands and borders.

"Working with Identity Counsel has always been rewarding. They have this unique ability to story-tell their ideas, both strategically and in design. With UTU they were able to provide an inspiring and insightful articulation of the brand and a refreshing identity that brought the brand to life.”

Asad Jumabhoy CEO, UTU Pte Ltd.

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