AIIMS Group — Singapore
Dressed
For
Power.
How AIIMS took a 135-year-old global brand and made it feel like it was built for Singapore today. A full website rebuild, a new social identity, and a sales video that changed how the category explains itself.
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A brand born in 1889 walked into Singapore with commercial muscle, global DNA, and a story that had never properly been told. We told it.
AIIMS Group — Project Mandate
The Brief.
No Filter.
Alsco Uniforms is one of the most established names in managed textile services on the planet. But in Singapore, they were invisible online. The website looked like it belonged to a different era. The social presence was inconsistent. The product — genuinely world-class — was buried under a digital experience that failed to match it.
The US headquarters had issued a 2025 brand implementation guide. The task was clear: take that global identity and make it land in Singapore with the weight it deserved. Not a template rollout. A market-specific execution that felt premium, purposeful, and built for the businesses Alsco serves.
AIIMS was brought in to execute across every touchpoint: a custom-built website from the ground up, a new social media skin, and a flagship sales video to answer the question every prospect has but nobody was answering well: what is uniform rental, and why should I care?
Global Brand Implementation
Social Skinning
Sales Video
Copywriting
UX Architecture
Chapter One
The Website.
Built Hand by Hand.
Custom Development
Brand Implementation
Copywriting
Global brand infrastructure, built for Singapore’s B2B market
The brief was to build something that felt global but operated locally. Alsco’s Singapore site needed to command authority from the first scroll. Visitors should immediately understand they are dealing with a world-class operation, not a local laundry contractor.
We started with architecture. Every service, every industry, every call-to-action was mapped from scratch. No template. No shortcut. The page structure was built to guide a decision-maker through the Alsco proposition — from awareness to enquiry — without friction.
The visual language pulled directly from the 2025 US HQ brand guide: bold typography, high-contrast photography, confident colour blocking. We adapted it for a Singapore audience — more commercial, more direct, with copy that speaks to facilities managers and procurement leads, not just general consumers.
Every touchpoint. Rebuilt from scratch.
Custom Website Build
A fully custom-developed website aligned to the Alsco 2025 US HQ brand guide. Architecture built for conversion, not just aesthetics. Service pages, industry pages, and a full editorial blog framework.
Brand Rollout — SG Market
Global brand guide adapted for the Singapore market. Local tone, local imagery art direction, local service language. Global powerhouse, Singapore precision.
Sales Video — What Is Uniform Rental
A flagship explainer video that does what no competitor in Singapore has done: make uniform rental feel essential, not transactional. Scripted, produced, and edited by AIIMS.
Social Media Skinning
A full social media identity refresh across platforms. Profile assets, cover imagery, content templates, and grid system all aligned to the new brand direction.
Copywriting — Full Site
Every word on the site was written by AIIMS. Sharp, commercial, jargon-free. Written to convert facilities managers and procurement teams, not just to inform.
The Cutting Edge — Chefs Wear
A dedicated product showcase for Alsco’s premium chefs wear line. Editorial treatment, product photography direction, and a standalone digital experience within the site.
Chapter Two
The Social Skin.
A Global Brand Finds Its Voice.
Content Design
Grid System
A rebrand without a social skin is half a job. Alsco’s new Singapore identity needed to live and breathe across every channel where their customers and prospects exist. That means LinkedIn, Facebook, and Instagram all speaking the same visual language.
AIIMS developed a complete social skinning system: profile assets, cover imagery, highlight templates, story frames, and a content grid framework. The goal was a feed that felt intentional. Like a brand that takes itself seriously.
The tone was set deliberately: authoritative, but approachable. Industrial, but modern. A business talking to other businesses, with the confidence of 135 years behind it.
The social content pillars were built around four themes: service education, industry relevance, brand story, and the Alsco difference. Each pillar feeds into the sales funnel without being overtly promotional.
Templates were designed to be production-ready. The team can create on-brand content in minutes, not hours. Consistency without compromise.
A feed that commands attention.
Chapter Three
The Video.
The Story Nobody Told.
What Is Uniform Rental
The Question Every Prospect Has.
Finally Answered.
Most B2B businesses in Singapore understand what Alsco does on paper. What they don’t understand is the depth of value behind a managed rental agreement versus buying outright.
AIIMS scripted, produced, and delivered a flagship sales video built to live on the website and across social channels. The brief: make the category compelling. Make uniform rental feel like an obvious decision for any Singapore business that cares about presentation, hygiene, and efficiency.
The video walks through the proposition in plain language: what you get, how it works, why it saves money, and why Alsco is the partner of choice. No jargon. No corporate fluff. Just clear, commercial storytelling.
Direction
Post-Production
Voiceover
Why It
Looks
Like This.
Alsco isn’t a startup chasing credibility. They earned theirs over 135 years. The design didn’t need to be experimental. It needed to be powerful.
Every design decision was made in service of one goal: make the decision to call Alsco feel obvious. That means removing friction, building confidence, and making the product look as good as it performs.
- 01
Global DNA, Singapore Execution
The 2025 US HQ brand guide provided the foundation. We adapted every element for a Singapore B2B context: local imagery, local tone, local service language.
- 02
Commercial First, Pretty Second
Every visual decision had to justify itself commercially. Beautiful design that doesn’t convert is a vanity exercise. This site was built to generate enquiries.
- 03
In-Situ Product Storytelling
Products shown where they live: on a chef in a kitchen, on a floor mat in a factory lobby, in a washroom. Real context drives real conversion.
- 04
Typography as Authority
Bold, uppercase, tightly tracked. The typographic system signals that this is a brand that doesn’t apologise for being big. It owns its scale.
AIIMS Group: The Global Brand Marketing Agency Built for Challengers
This project is one example of what AIIMS Group does for global brands entering new markets. We are a 22-hour creative agency operating across Sydney and Dubai, purpose-built for businesses that need commercial power — not templated marketing.
Alsco Uniforms Singapore came to us with a global brand guide and a digital presence that didn’t match the business behind it. We rebuilt everything: the website, the social identity, the video narrative. The result is a market presence that reflects a company with 135 years of heritage and the ambition to match it.
If your global brand needs a local voice that commands authority, drives B2B enquiries, and actually converts — that is exactly what AIIMS was built to deliver. We work with established names across hospitality, healthcare, manufacturing, engineering, and commercial services.
The team behind the work.
Client
Alsco Uniforms Singapore9 Second Chin Bee Road, Singapore
alsco.com.sg
Agency
AIIMS GroupSydney, Australia + Dubai, UAE
HALO Marketing
Account Lead
Janty AyoubSenior Manager, AIIMS Group
Scope of Work
Website Redesign
Brand Implementation (SG)
Social Media Skinning
Sales Video Production
Full Site Copywriting
Brand Reference
Alsco Uniforms 2025
Global Brand Implementation Guide
US Headquarters
Market
Singapore (Primary)
B2B — Facilities, Hospitality,
Healthcare, Manufacturing,
Engineering, Government