ABI is a premier, design-to-build general construction company. They oversee projects from architectural design to mechanical mastery, electrical precision, plumbing expertise, and fire safety diligence.
They offer cutting-edge structural design, architecture, MEPF, structured cabling, CCTV/Access control, audiovisual systems, and custom fit-out solutions. Tech- savvy and innovative, they aim for the highest standards of service delivery and operational excellence as they faithfully bring their clients’ vision to life in every project.
They guarantee safety, efficiency, quality craftsmanship, and precise and on-time delivery as they strive toward their goal of building a modern, sustainable, and world- class Philippines.
What We Did:
- Brand Strategy
- Brand Strategy
- Brand Messaging
- Company Culture
- Visual Identity Refresh
- Brand Manual
The Challenge:
Externally, ABI’s existing branding failed to capture and convey the expertise and values of its leadership team. Internally, there was a significant misalignment within the organization. While ABI aims to deliver excellent service, the staff, apart from the leadership team, lacked a clear understanding and embodiment of the leadership’s vision, values, and purpose. This impacted the way they deliver their services, the way they interact with their clients, and the experience they give to their stakeholders.
Brand Workshop
A top-down approach: Aligning visions with reality
Rebrands work best when tackled from the top down. We kicked off the project with two 2-hour brand workshops with the four executives and the HR lead.
We needed to get a clear picture of the leadership team’s shared vision, the kind of experience they want to offer their clients, and the legacy they hope to build for the country. With these insights, we could then communicate the leadership’s ideals to the entire team and reinforce them through initiatives planned by the HR department.
Brand Strategy
To transform the Philippines into a beacon of world-class innovation and design.
We crafted a brand strategy designed to help the company achieve its goals: 1) delivering exceptional service to all its clients, and 2) making a lasting impact in the Philippines by transforming the country into a beacon of world-class innovation and design.
The brand strategy is meant to guide the company in making decisions and taking actions that align with its vision, ideals, and values. It also makes sure everyone in the company understands what service excellence looks like so that they know how to enact it.
What we did:
- Vision & Mission
- Purpose & Promise
- Core Values
- Company Culture
- Brand Manifesto
- 10 Brand Laws
Visual Identity
The Champion Trailblazers
For consistent branding, all internal and external communications must be aligned. The brand’s values, company culture, and vision were extended into its key messages, copywriting guidelines, and voice pillars.
The brand’s personality and voice were inspired by the F1 Team: Goal-driven, united, competent, precise, dynamic, top-notch, and timeless.
ABI is a team united by a big mission: to help build a nation we can be proud of by delivering world-class projects with high precision and top-notch quality.
What we did:
- Brand Persona
- Tone of Voice
- Tagline
- Message House
- Words to Use
- Words to Avoid
- Content Pillars
- Copywriting Samples
Brand Strategy
Agile, Bold, Innovative.
First impressions matter. Their visual identity is meant to communicate three key concepts: Agile, Bold, and Innovative. These are the 3 core values of the brand – the golden standard for how the brand acts and how they should be remembered.
What we did:
- Logo
- Typography
- Colors
- Key Visuals
Icon Meaning
ABI’s icon was made with these two things in mind: Their Values and What They Do.
Their value of Boldness can be communicated through the bold characteristics of the mark. Their value of Innovation and Agility can be communicated through the upward motion of the letter A.
Their icon is made of abstract shapes, also known as building blocks, which help communicate their services around construction.
