‘To fabricate,
or not just fabricate?’,
that is the question.
Ashbee’s foray into the Indian market presented quite a unique challenge. A company based out of Bahrain, with a strong presence in the Middle East, the Indian market just wasn’t ready to accept it for what it was. In a market dominated by aluminium fabricators, Ashbee entered as an end-to-end premium aluminium solutions provider, a concept unheard of until, well, Ashbee entered. A recently-revamped logo didn’t help much either, since no one in India really knew what the company did.
BRAND EXPERIENCE
When Ashbee entered India, it just had a new logo and no other element to reinforce its identity. The strategy was to first understand the Indian market, and come up with a clear positioning to distinguish Ashbee from the rest. The winning combination of the positioning and logo was built upon, then used to cover every possible touch-point, thus completing the corporate identity. This was also implemented across all Ashbee offices, around the world. Working closely with Ashbee, right until the implementation, helped create the right brand experience.
Corporate communication
Signage systems
Branded workwear
Marketing Collateral
Facade : Glazing : Variants
Structural elements : Form and function
Projects : Photography : Showcase