CHALLENGE:

In order to keep up with the business change in the hospitality industries, the need to rejuvenate the brand image and brand story of Patra Jasa increases. A new personal and brand image were needed in order to increase business performance, one of the cases was re-branding the old logo that doesn’t reflect the image of friendliness and warmth that company wanted to convey to the market back in 2016.

WHAT WE HAVE DONE:

We started by identifying values through FGD with stakeholders, developing brand strategy, and creating brand architecture. This process resulted in the creation of the manual book of brand communication guidelines, and a manual book of logo identity guidelines. To convey the sense of friendliness and warmth that the company wanted to tell to the market, we rejuvenated the old logo and created a smile symbol in the “A” of the new logo to convey the sense of friendliness and warmth which is a trademark for the hospitality industries. To spread this new persona and brand story to the market, we also assisted Patra Jasa by holding a launching of the new logo through press conferences and media site visits.