Driving Unity: How Portfolio Architecture Transformed a Tollway Operator
THE CHALLENGE
The client operates multiple tollway brands across the Philippines. With rapid expansion and diverse stakeholder needs, they recognized the need to unify its portfolio under a single, stronger brand identity. The goal was to amplify impact, build relevance, and foster stronger connections with motorists, communities, government partners, employees, and investors.
What we did
Acumen partnered with the client to revamp its portfolio brand architecture and elevate its brand proposition. We:
- Collected insights through interviews and focus groups with diverse stakeholders
- Developed clear brand positioning and identity system tailored to the client's vision and expansion goals
- Designed a targeted communication plan with key messages, PR materials, and internal roadshows across business units.
Impact
The unified brand identity was launched in mid-2019 and received positive feedback from internal and external stakeholders, as confirmed by quantitative research. Stakeholders expressed a strong desire to be associated with the MPTC brand, and the guidelines have since been applied to new product and service extensions. Acumen continued to support the client's regional expansion in ASEAN and helped update its brand and communication strategy to adapt to the challenges of the pandemic, ensuring continued relevance and resilience.
