Astra: Effectively Communicating the True Self of its Brand

CLIENT

Astra

Industry

Enterprise

DESCRIPTION

Objectives

Developing a clear communication corridor that enables Astra build the desired perception as a big corporation that not only limited to Automotive Industry but also reintroducing the other businesses pillars under Astra.

Challenge

As a big corporation, a clear brand architecture is needed to create a clear communication perspectives from each level of business tier. Since Astra has a bunch of business units that independently speak for themselves a clear direction on portfolio management in crucial.

Solution

A strong brand architecture strategy that define the tone of the communication and how all brands under Astra Name could have the similar messaging that lead Astra to create the desired perception. At the same time, providing Astra with the new brand expression that represent their corporate values and the spirit to improve the quality of life for more Indonesian.