This project involved the brand re-positioning, a review of the brand architecture and visual identity refresh for Astro, Malaysia’s leading satellite TV, radio and digital broadcaster. It came about because of increasing competition and changes in the way their customers consume media.
Astro is more than a satellite broadcaster delivering content provided by others. It also produces and makes programmes for a diverse and multi-cultural audience – Malaysian, Chinese and Indian. It touches the lives of millions of people in Malaysia – on TV, online, on radio and through print. These diverse audiences want different experiences. Astro entertains, educates and informs like no other, with a richness and breadth of content that cannot be matched.
The solution was to dramatise this through the idea of Go Beyond and brought to life visually in a bold and dramatic way, including an extensive internal engagement programme before launching externally.
This focused on the role every member of staff would play in delivering Go Beyond: by challenging their customers’ preconceptions; by taking them beyond what they expect; and by surprising them with a complete experience they have never previously imagined.
Astro received the Gold Award in the Media & Entertainment Category from 2010 to 2014 at the Putra Brand Awards, including being recognised as Brand of the Year 2012 (the year the brand refresh was introduced) and Brand Icon 2013.
With thanks to WHAM.