Founded 1973, ASL (Automated Systems Ltd) is one of Asia’s most respected B2B technology services companies. 

ASL offers customers across the region a wide range of innovative solutions and services tailored to their specific business needs.

In the months leading up to its 50th anniversary, ASL’s leaders developed a strategy that would be supported by changing stakeholders’ perceptions of the business.

At the time ASL was widely perceived as a systems integrator. In fact its business had evolved to meet changing customer needs and the demand for digital transformation. 

A platform for business growth today and tomorrow

A modern business grows and flourishes when its information technology is uniquely unified with the networks and applications preferred by its customers. 

ASL’s excellence at delivering sector-focused Unified Technology Services (UPS) to its customers was front and centre of its new strategy. To support the new direction ASL recruited Hong Kong and Singapore branding agency Stepworks to revitalise its brand.

The scope of ASL’s brand revitalisation project included a research phase, brand strategy development, brand identity design, and marketing communications materials development.

Unified for success

The ASL and Stepworks teams joined forces to plot the best way forward during the project’s research and brand audit phase.

They developed a strategy that underlined ASL’s new DevSecOps offering with the concept of unified. This led to a headline for the new direction, and a position for the business – Unified for success.

The positioning phrase Unified for success formed the foundation for a message framework that articulated how ASL customers could win with the unified DevSecOps offering.

ASL’s refreshed brand identity included key graphics to accompany the key messages. The project team also produced a comprehensive set of core marketing materials and business support collaterals.

 

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