A group of bamboo experts around the world have improved and standardised a traditional bamboo housing technology to help communities in need in developing countries. This is a sustainable, low cost and earthquake-resistance technology. However, with all of these positive attributes, governments and consumers still have a negative perception of it, predominantly because of the language and cultural barrier.

For this project, I collected primary and secondary data to holistically understand the perception of each stakeholder. The strategy focused on creating an international umbrella name in English that can be implemented around the world. In collaboration with other strategists, 100 alternative names were developed in the creative phase.

This is a work in progress and it is expected that results and the implementation of a final name will be launched in Jun 2021.