Made to Empower - \\' Brand Consultant

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WHISPERS

ABOUT

WORK

Hi, we are \\' but you can call us double u, we, way :)

15:30

GMT+7

OFF WORK

\\'

Werlynn

Rebranding

Made to Empower

Year

2022

Industry

Hospitality

Scope of Work

Exploratory Research \ Brand Strategy \ Visual Identity \ Brand Expression \ Packaging System \ Packaging Development \ In-Store Guideline \ Brand Guideline '

In Indonesia, there are 100 outsourcing companies and 1.700 security businesses. Even so, the multinational-level companies that keep Indonesian markets under their thumb are less than 5%, and the rest are still local players and stick with an old-school branding approach.

“It is a very interesting project. More than just a rebranding project, it feels like setting a new standard for the local management facilities category in Indonesia.”

Wildan Ilham Mahibuddin

Design Director of \\'

“The most interesting thing about this project is how the \\' team enriched our perspectives and dug deep into ourselves to end up finding many interesting values that we weren't able to see as an asset. It made us realize those values are the most valuable thing for us to sharpen our goals and define our culture, even wonderfully visualized it with precision.”

Muhammad Fikri

President Director of Werlynn

Idea

Our analysis results in a see-through understanding of Werlynn as a forward local outsourcing company that adheres to three bottom lines from the global outsourcing association. It leads to a rock-solid proposition that Werlynn stands for sustainability. A clear-cut act to empower business partners, manpower, and environmental sustainability in Indonesia through its business activity.

This proposition delivers a high ground needed by Werlynn as this approach is aligned with the Indonesian government’s vision to succeed Indonesia Net Zero in 2050. Furthermore, it matches the suggestion from millennials toward the social mission and the ESG concept for every business that implements the proposition to partner with a sustainable business partner.

Diving deep into this proposition, we discover a captivating insight. In the outsourcing industry, sustainability does not always mean green but eco-friendly products utilization, waste separation, employee rights and welfare securing, supporting client’s profitability by providing excellent services, and standardized business processes following the International Organization for Standardization (ISO) certification.

Inspired by those key learnings, we reimagine Werlynn’s sustainability following these points where we scratched the status quo idea of sustainability visuals that should be represented with green, planet, or plants. We figure that sustainability can also mean being Bold, Principled, and Prudent to generate a better future. Thus, we design Werlynn's new visual identity with a concept we call ‘Progressive Geometric’ that conveys 4 visible traits; solid, innovative, sturdy, and dynamic.

Logo

We can say the identity concept is evolving and moving into one singular variable. When most security companies use shields as the security representation, we attempt a distinct approach to represent it. Inspired by the three pillars of sustainability, we offer an idea to build this pillar as our foundation for creating the brand mark. We started with constructing the three pillars and their foundation, then tilted them into an isometric design to give a more solid silhouette. So it appears like a safe space for people inside.

Colors

Accurate and precise use of brand colors in communication helps build a clear and unique brand image. Werlynn’s colors signature, Red, Navy, and Grey, convey our most distinctive and striking colors.

3 Dimensional, Flat, Line

Key Visual

The visual expression of Werlynn was made from their logo. The crucial mindset we grasp in our mind is the in-house team design limitation. They aspire to have an easy-to-use brand expression, yet in line with the brand’s design needs. On that account, we translate it into three various templates: solid, line, and 3D. We also create a system for expression based on those three templates. In this way, the in-house designers can implement it without hurdles. Moreover, It gives flexibility for them to explore the expression depending on their needs without being too crafty.