Made to Empower ↦ Werlynn

Made to Empower

Rebranding \ Werlynn — 2022

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.

Introduction

PT Waspada Tama Area (Werlynn), an experienced security and outsourcing company, was established in 2012. In the past five years, millennials dominated the company executive level. However, after some adjustments, the management decided to carry out more innovations and a fresh approach to the industry. It is done to level up local player games to match multinational-perceived quality. In that sense, good branding that matches global players becomes a new endeavor. Therefore, in this project \\’ plays a vital role in rebranding Werlynn through better brand strategy and visual identity to support their business ambition.

“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

Approach

In the 20th century, many local management facility brands in Indonesia were driven by a business-focused mindset instead of brand building. Concerned more on service offer, but not establishing brand equity. In addition, they seemingly shared similar brand experiences. For that reason, it makes local industries look alike, hardly stand out, and replaceable.

Meanwhile, multinational management companies understand how to set up a brand without a doubt, such as refreshing their brand to match millennial decision-makers, crafting their brand experience, and actively strengthening it. All in all, this kind of approach is beyond service offerings. The emotional aid they create is unbeatable.

Thus, the question is what can \\’ do to put Werlynn on the high ground?

“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 \\'

Analysis

Customer:

By nature, Werlynn’s business is B2B. However, the market shift is not only happening in B2C. Currently, Millennials have taken over fundamental positions inside businesses in Indonesia. This fact is supported by the Deloitte Report in 2019 that explained a wave of young people aged 18-37 years have begun to occupy essential positions in Indonesia's workforce for they are tech-savvy and inclined toward the corporate social mission.

Advance Digitalization:

Led by millennials, Werlynn has implemented the next generation of facility management services. It acquires many business certifications to both increase service quality and business effectiveness and efficiency through its business ecosystem. There are two examples of Werlynn’s strengths we are allowed to mention in this portfolio as below:

Company:

At the moment, a few digital startups have offered digitalization to security companies, but it has a high risk of data leaks as the data will be managed by a third party. Unlike them, Werlynn develops a private license app that is managed internally to ensure data security. All clients are provided with a private one-stop app that connects them with manpower on-duty both at their site and Werlynn’s. On the app, every manpower has a transparent performance rating, live tracking, chat room, and e-reporting with push notifications.

Encourage Healthy Internal Culture:

Werlynn promotes a one-team internal culture archetype and provides extensive facilitation to each employee's development such as uniform, security tools/facility, certification, fair performance assessment, the opportunity for profit-sharing, and upgrading program. Besides improving employees’ hard skills and hospitality, Werlynn also includes primary human psychology, digital, and environment-friendly behavior in the upgrading program. It aims to prepare the human resources to provide high-quality security services with advanced hospitality and finally become agents of change.

Outsourcing Industry Tensions:

Outsourcing
Industry Tensions:

In the 20th century, the outsourcing industry was considered an unsustainable industry. The central issues were manpower, human rights, and welfare. The industry gave opportunities to people based on their skin color, gender, race, and other similar factors—what an unequal treatment. In addition to the core issues mentioned above, low labor cost was also a headache caused by the industry’s deceitful employment. The company gained a significant financial profit by offering cheap services to clients, yet threw the labor’s welfare under the bus.

Entering the 21st century, the issue of outsourcing was expanding to environmental sustainability. Outsourcing activities should always consider their impact on the planet. To not overlook the previous problems, outsourcing associations released a concept of Outsourcing 3.0 with a triple bottom line of betterment.

“The triple bottom line also referred to as 3BL or people, planet, and profit—business must look to embrace sustainability and the approach clarifies and ties economic gain with environmental and social benefits.”

“The triple bottom line also referred to as 3BL or people, planet, and profit—business must look to embrace sustainability and the approach clarifies and ties economic gain with environmental and social benefits.”

John Elkington
The Triple Bottom Line of 21st Century Business

John Elkington
The Triple Bottom Line of
21st Century Business

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.

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.

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.

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.