A 20-year old traditional auto-service business with multiple workshops across Klang Valley.
CHALLENGE
To rebrand and transform Silicon Auto to a digital and franchise ready brand. Most Malaysians don’t trust mechanics due to workshop dirtiness, lack of price and repair transparency and Silicon Auto wants to change this.
APPROACH
We angled the brand on three core concepts - trust, expertise, and heroism. Inspired by Ironman, the new brand takes on a minimal yet empowering identity.
Environment branding for their flagship workshop expressed strong identity elements and colours to influence perceptions of cleanliness and internationalism.
To ensure the brand is well-implemented, the leaders celebrated their new culture by launching their new brand internally.
RESULT
The rebrand attracted more female drivers and premium car owners. New identity systems allowed for easy adaptation on digital channels, and brand guidelines helped franchise owners build brand assets for their workshops.
