A 20-year old traditional auto-service business with multiple workshops across Klang Valley.
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.
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.
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.