TransAsia Group is one of the leading companies providing Pipeline, Process and Industrial Services for the Energy sector, with offices across the GCC, Asia and Europe. While remaining one of the strongest players over the years, the senior team felt a lack of direction, and an unengaged workforce, and was looking for a rebrand to uplift the company's presence and brand positioning for a stronger international expansion.
TransAsia got in touch with Jpd seeking a full strategic rebrand with the need tore-establish the company’s identity, as well as modernize and align the entire brand to strengthen their presence in Europe and prepare for a further expansion.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
> Digital Experience
Operating for many years without an established brand strategy and guideline in place resulted in multiple inconsistent strong associations for TransAsia Group; inconsistent usage of the company’s logo, colours and fonts, materials, as well as key messaging created confusion among employees, clients and partners. It was essential to keep the brand recall while modernizing and focusing on its message and visual presence.
It was identified that TransAsia nurtured very strong and committed client relationships, from never missing a deadline no matter the unforeseen challenges to a strong capacity to successfully operate in the most remote areas of the globe.
It was important to capture the spirit of the team and reflect the culture of reliability, commitment and flexibility in the uplifted brand.
A step-by-step strategic approach by Jpd to the rebranding process was carefully planned and executed while working closely with the senior management of TransAsia Group. Jpd ran various strategic immersion and discovery exercises, which helped to identify the spirit of the company, its future ambitions, and key areas for improvement. Based on the findings, an immediate connection with the proposed brand story of “Beyond Delivery” was established.
The key inspiration behind Jpd creative team was to bring new life to the established visual identity of the company. Jpd created a modern and simple logotype, resulting in the true rebirth of the old logotype.
Complimenting the brandmark with original elements and shapes of the former brand identity, while adding the futuristic touch, the new brand system kept the familiarity of the brand, while communicating the drive for continuous transformation and evolution. The look & feel of the brand, where its geometric style and gradient reflected dynamic movement, swift delivery, collaboration and a proactive approach.
Armed with a new brand identity and digital assets, the uplifted brand presented itself with great success at ADIPEC 2020, with new business enquires increasing and positive feedback from existing clients.
With a vision for further expansion and innovation, TransAsia Group announced the opening of their Kuwait office in 2021, less than six months from the brand launch and off the back of the successful opening of their Aberdeen Equipment Yard in the UK, at the start of 2020.
“Fortunately, timely investment into the brand transformation has set the brand onto a strong path, despite the unprecedented events of 2020 and its ongoing effects on the market. We feel incredibly competitive, with a positive outlook on the future”
CEO of TransAsia Group
Transform Awards MEA
Gold Award Winner
Best Visual Identity for Engineering & Manufacturing Sector