Introduction
In Indonesia, there are 100 outsourcing companies and 1.700 security businesses. Even so, the multinational-level companies that keep Indonesian markets under their thumb are less than 5%, and the rest are still local players and stick with an old-school branding approach.
PT Waspada Tama Area (Werlynn), an experienced security and outsourcing company, was established in 2012. In the past five years, millennials dominated the company executive level. However, after some adjustments, the management decided to carry out more innovations and a fresh approach to the industry. It is done to level up local player games to match multinational-perceived quality. In that sense, good branding that matches global players becomes a new endeavor. Therefore, in this project \\’ plays a vital role in rebranding Werlynn through better brand strategy and visual identity to support their business ambition.
Approach
In the 20th century, many local management facility brands in Indonesia were driven by a business-focused mindset instead of brand building. Concerned more on service offer, but not establishing brand equity. In addition, they seemingly shared similar brand experiences. For that reason, it makes local industries look alike, hardly stand out, and replaceable.
Meanwhile, multinational management companies understand how to set up a brand without a doubt, such as refreshing their brand to match millennial decision-makers, crafting their brand experience, and actively strengthening it. All in all, this kind of approach is beyond service offerings. The emotional aid they create is unbeatable.
Thus, the question is what can \\’ do to put Werlynn on the high ground?
Ideas
Diving deep into the proposition, we discover a captivating insight. In the outsourcing industry, sustainability does not always mean green but eco-friendly products utilization, waste separation, employee rights and welfare securing, supporting client’s profitability by providing excellent services, and standardized business processes following the International Organization for Standardization (ISO) certification. Inspired by those key learnings, we reimagine Werlynn’s sustainability following these points where we scratched the status quo idea of sustainability visuals that should be represented with green, planet, or plants. We figure that sustainability can also mean being Bold, Principled, and Prudent to generate a better future. Thus, we design Werlynn's new visual identity with a concept we call ‘Progressive Geometric’ that conveys 4 visible traits; solid, innovative, sturdy, and dynamic.
We can say the identity concept is evolving and moving into one singular variable. When most security companies use shields as the security representation, we attempt a distinct approach to represent it. Inspired by the three pillars of sustainability, we offer an idea to build this pillar as our foundation for creating the brand mark. We started with constructing the three pillars and their foundation, then tilted them into an isometric design to give a more solid silhouette. So it appears like a safe space for people inside. The visual expression of Werlynn was made from their logo. The crucial mindset we grasp in our mind is the in-house team design limitation. They aspire to have an easy-to-use brand expression, yet in line with the brand’s design needs. On that account, we translate it into three various templates: solid, line, and 3D. We also create a system for expression based on those three templates. In this way, the in-house designers can implement it without hurdles. Moreover, It gives flexibility for them to explore the expression depending on their needs without being too crafty.
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↧ More info
business@workbyw.com
↧ More info
business@workbyw.com
