ABSI
Above and Beyond
Service Innovation

ABSI is a business process solutions company under the subsidiary of Asticom Technology Incorporated, providing business partners with Above and Beyond Service Innovation to make growing easier.

WHAT WE DID

Brand Identity
Brand Strategy
Copywriting

 

PROJECT TEAM

Creative Direction: Deane Miguel-Cruz
Lead Strategy: Selina De Guzman
Lead Design: Lazir Caluya

The BPO industry is definitely one which is often misunderstood. With the stigma and close ties to contact center outsourcing, BPO is often undervalued in the Philippines. ABSI aims to break that mold, and redefine what it means to be a modern day BPO. It’s actively shifting the conversation to communicate its relevance today, which is to aid in growth and to make growth easy. How so?

 

ABSI is more than a mere service provider. It’s a partnership. The manner in which it conducts business is both innovative and collaborative in line with its thrust to provide effortless growth through meaningful partnerships. It focuses on big picture growth—in other words, mutual growth for all its stakeholders. We wanted a visual identity that properly conveyed that message and captured what ABSI was: a team of thoughtful visionaries, trusted experts, and committed partners.

The logo in itself is representative of ABSI being a catalyst for growth. The image we wanted to convey was that of a spark. In the sense that wherever ABSI is, it acts as a spark that ignites growth.

 

The icon as a whole takes the form of a circular shape which is representative of wholeness and progression, wherein growth is a continuous cycle.

 

While the icon itself is a spark, we designed it to be made up of separate parts that came together as a whole. These represent the various stakeholders in the business—a nod to how the company’s approach to growth involves collaboration and partnership.

In creating the brand identity, we were careful in making sure it would have a look and feel that would stand out in its industry. Other brands in the BPO space were either bright and loud, or cold and technical—two very opposite ends of the spectrum. We worked on finding the perfect balance between professional and modern, with a human touch.

With its strong thrust towards meaningful growth and partnerships, we intentionally created elements to represent these key focal points. The radial sparks, derived from the logo, depicts growth, while the dotted pattern and dynamic strokes depict the human aspect of the brand

The combination of these key elements, paired with the bright and youthful color palette, resulted in a unique visual identity. Which ultimately intersects with our goal for the brand: to give ABSI a strong voice to uplift and spark change in the BPO industry.

GROW WITH ABSI.

EXPAND YOUR HORIZONS AND GO THE EXTRA MILE WITH ABSI, YOUR TRUSTED PARTNER IN GROWTH. VISIT THE COMPANY’S FACEBOOK PAGE TO LEARN MORE.