Asseteq
Client: Asseteq
Period: 2023
Professional services
01 The sneak-peek
Saying clearly what a tech firm actually does
Asseteq helps businesses run their programmes, projects and infrastructure assets more efficiently through digitised systems. BBA Liminal gave them a new identity, a brand strategy and a corporate profile — and, above all, a clear way to say what they do.
02 The liminal moment
Asseteq is a management consulting firm whose digitised systems help clients optimise internal processes and manage their programmes, projects and infrastructure assets more efficiently. The capability was strong; the difficulty was explaining it. To sell into other businesses, the firm needed to say what it does, and how, in much simpler terms.
Asseteq approached BBA Liminal for a new visual identity, a brand strategy and a corporate profile. The threshold was clarity itself — the gap between a genuinely useful technical offer and language a prospective client could grasp quickly. The deeper task was to find the plain, compelling way to express Asseteq's value across every channel, so the brand could open doors in a B2B market where the first job is simply being understood.
03 The transformation
We made the positioning and message plain. We developed a clear, concise brand voice and positioning statement — the cornerstone for all of Asseteq's communication, turning a complex technical offer into language a business buyer grasps at once.
We gave the logo intent. We developed a new logo signalling technology with the power to reshape how South Africans do business — a confident, contemporary mark for a firm selling to other businesses.
We made the identity coherent, end to end. We built the corporate identity and its executions — corporate profiles, letterheads, stationery and merchandise — so Asseteq shows up consistently and credibly across every touchpoint.
04 The craft
A clear voice for a complex offer
Positioning, identity and profile all saying the same thing, simply: a concise voice and positioning statement at the core, a confident new logo, and a corporate identity carried cleanly across profiles, stationery and collateral.
Brand & communications strategy
Brand identity design
Positioning & narrative
