While Ciseern is known in the residential interior design service markets for its celebrity showflats and charming designs, scepticism in the industry and a lack of strong identity have prevented Ciseern from maximising its potential as a customer-focused interior designer well-versed in great designs. A. S. Louken helped to crystallise and align Ciseern’s strengths with customers’ needs i.e reliable service and peace of mind for home renovation. A dog is now used as a symbolic mascot to communicate Ciseern’s “Trusted Expressions” positioning.