Creating a star brand with friendly services
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Category
Electricare
Client Term
June 2002 - 2006
Branding Services
  • Brand Strategy
  • Retail Branding
  • Corporate Branding
  • Customer Loyalty Programme
  • Internet Branding
Star Electronics Sales & Services Sdn Bhd was a small family business with a lot of potential for growth but lacked strong brand identity for its expansion plans. In an effort to differentiate itself from competitors, Star Electronics engaged in our branding services to enhance its brand presence in the market. The brand was rebranded as SEC and positioned as a friendly electricaring family store with a wide range of electronic brands, while offering caring services for its customers. SEC also aims to become the most preferred and trusted brand in electricare for every neighbourhood in Malaysia as well as globally.

Greater brand awareness
Achieved greater brand awareness and brand recall of SEC's new brand image.

Largest retail
SEC is now the largest retail chain store in the Northern Region of Malaysia.

Product range expansion
From Home Appliances (HA) and Audio Visual (AV) to include IT and Communication gadgets.

Growing distribution network
Grew to 5 outlets and 9 SuperStores in 8 years with the latest 4-acre SEC headquarters and warehouse in Bayan Lepas Industrial Zone.

Awards & Certification
Achievement of The Malaysia 100 Outstanding SMI/SME Golden Bull Award in 2003, ISO9001:2000 Certification of Quality Assurance and Superbrands status in 2005.

Regional expansion
The first expansion into the Central Region with Sungai Besar SuperStore.
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Old & New Brand Identity
Rebranding SEC into a consistent and unified brand, emphasising on its caring services with a wide range of branded electrical products, quality excellence and price value.
Brand Identity: Brand Logo, Brand Category & Brand Elements
SEC's rebranding included new brand logo and brand category, to position the brand's caring personality through its 'electricare' services.
Brand Identity: Brand Card, Letterhead & Envelope
A standard corporate identity system with a consistent brand identity across brand cards, letterheads and envelopes was an important brand building tool.
Brand Identity: Mascots
Illustrations of three SEC mascots were conceptualised to identify with the major characteristics of SEC's brand positioning - speako, eyekon and chattee.
Brand Identity: Corporate Profile
Encapsulating the SEC brand image, brand personality and brand characteristics - the corporate profile was an insight into the structures and values of SEC.
Brand Identity: Price Cards
Attractive and presentable point-of-sale materials were conceptualised with consistent SEC brand identity and brand image to enhance brand experience.
Brand Identity: Warranty Certificate
The warranty certificate was conceptualised with distinctive SEC's new brand elements for enhanced brand recognition.
Brand Identity: Footstep Stickers
Conceptualised in SEC's brand colours, the fun footstep stickers created convenience for customers and enhanced brand experience.
Brand Identity: Truck
Bold SEC brand elements decorating the delivery vehicles were designed for constant brand presence on the road to build brand recognition and brand memorability for SEC.
Brand Positioning: Calendar 2005
Motivational concepts are conceptualised each year to enhance SEC's brand recall and brand association as the calendars were brought back to homes or offices.
Brand Positioning: Motivational Poster
SEC's corporate vision, mission, value and culture were clearly stated to reinforce unity among the team towards the same corporate goal.
Brand Positioning: Motivational Poster
Incorporating SEC's brand identity, brand elements and attractive lifestyle images consistently, the motivational posters elevated a unique brand culture for SEC.
Brand Positioning: Motivational Posters
Brand images with SEC's core products were used to enhance the brand's positioning as the leading electrical chain store in the Northern region.
Brand Positioning: BrandSite
An extensive and interactive BrandSite was conceptualised to build the SEC brand in the virtual world for the global market.
Brand Positioning: BrandSite
Conceptualised with SEC's brand identity, brand elements and brand images, the BrandSite helped to strengthen brand recall and brand recognition among the target audiences.
Brand Positioning: BrandSite
Corporate details were included to encourage better understanding and relations between the brand and the target audiences.
Brand Positioning: BrandSite
Adding a personal touch, friendly yet corporate images were used to foster positive brand associations with the global market.
Brand Positioning: BrandSite
Complete with product selections categorised into brands and range to enhance user-friendly platform and easy navigation.
Brand Positioning: BrandSite
Special promotions and electricare services were highlighted to keep the target audiences informed and excited about SEC.
Brand Promotion: 'First Timer' Flyer
Flyers were among the brand communication materials conceptualised for the 'First Timer' promotional campaign to target newly weds moving into new homes.
Brand Promotion: Camera Product Brochure
Product brochures with detailed product features, specifications and attractive promotions were conceptualised to attract the mid-high target audiences.
Brand Promotion: Camera Product Flyer
Creative product flyers were conceptualised with special promotional mechanism to encourage customer purchases and increase sales.
Brand Promotion: Monthly Promo Flyer
Thematic concept monthly promotional flyers were conceptualised to generate sales for SEC and to create brand excitement among the target audiences.
Brand Promotion: Hari Raya Bunting
Celebrating the festive seasons with thematic materials and decorations to enhance brand promotions and brand association.
Brand Promotion: Christmas Bunting
Festive bunting with consistent SEC's brand identity, brand elements and brand images to generate better brand recall and brand recognition.
Brand Promotion: Chinese New Year Bunting
Conceptualised with fun and friendly elements to project SEC's brand positioning and brand personality as a friendly electrical chain store for everyone.
Brand Promotion: IT Banner
State-of-the art IT banners were conceptualised to promote the growth of IT among the modern target audiences of today.
Brand Promotion: IT Streamer
Highlighting attractive promotions and benefits to create brand excitement among the target audience during road shows, PC fairs and other exhibitions.
Brand Promotion: IT Poster
Promotional brand communication materials were consistently conceptualised with SEC's brand identity, brand elements and brand images to enhance brand recognition.
Brand Promotion: IT Poster
With SEC's BrandSite address and contact number, the posters created brand convenience and brand accessibility among the target audiences.
Brand Promotion: Value Added Streamers
Creating brand excitement for SEC's electricare services among the target audience with consistent brand identity, brand elements and brand images.
Brand Promotion: Paper Bag
Attractive designs that shout out SEC's benefits and promotions were great walking and talking brand promotional tools.
Brand Promotion: IT T-Shirt
Consistent T-shirt was designed to differentiate the team as well as to enhance team unity during road shows, PC fairs and other exhibitions.
Brand Promotion: eDirect
As part of its Customer Relationship Management programme, eDirects were conceptualised to reach out and keep existing customers updated.
Brand Distribution: Old & New Retail Outlet
Revamping all SEC's outlets and SuperStores with an instantly recognisable front facade with SEC's brand colours and brand elements.
Brand Distribution: 3D Conceptualisation | Exhibition Booth
Neat and practical product display units facilitated easy product browsing as well as encouraged visitors to SEC's booth.
Brand Distribution: 3D Conceptualisation | Exhibition Booth
Using lighting and decorative items to create a welcoming brand ambience for consistent brand experience among customers, even during road shows, PC fairs and other exhibitions.
Brand Distribution: 3D Conceptualisation | Exhibition Booth
A generous exhibition layout was designed to display SEC's wide range of products and friendly services for road shows and particularly the PC Fairs.
Brand Distribution: 3D Conceptualisation | Home Electric Items Corner
Customised product displays with consistent SEC's brand identity and brand images enhanced brand memorability among target audiences.
Brand Distribution: 3D Conceptualisation | Customer Electricare Counter
Elaborated and practical one-stop customer service counters were conceptualised as a differentiation strategy for SEC in the electrical retail industry.
Brand Distribution: 3D Conceptualisation | Home Appliances Corner
Attractive directional signs were conceptualised for customers' easy reference and convenient browsing experience at SEC.
Brand Distribution: 3D Conceptualisation | IT Corner
Strong and bold brand elements decorating the brand outlet to reinforce the brand's positioning and to enhance brand recall.
Brand Distribution: 3D Conceptualisation | Audio Visual Corner
Strategically placed table and chairs to encourage sales discussion between customers and SEC team members.
Brand Distribution: 3D Conceptualisation | Audio Visual Concept Room
Making product testing experiences more exciting with realistic living room setting and lifestyle ambience.
Brand Distribution: 3D Conceptualisation | Audio Visual Corner
Systematic product display and space layout created impressive visual attractions and brand convenience.
Brand Distribution: 3D Conceptualisation | Audio Visual Corner
Consistent product displays created a complete brand experience and enhanced brand recognition among target audiences.
Brand Distribution: 3D Conceptualisation | Home Appliances Corner
SEC's brand images were used consistently through its brand outlets to enhance brand recall and brand recognition.
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