Brewer Asia

Unifying CRIF’s Brand Identify Across Asia

CRIF Asia, an international business information and analytics company, faced fragmentation in brand identity due to varied acquisitions and lacked foundational branding and messaging guidelines. Brewer’s task was to build a cohesive brand from scratch, ensuring consistency, employee alignment, and enhanced client relationships across Asia. 

Our Role

  • Led a messaging and brand development workshop with senior management to craft CRIF’s key messages, value proposition, and brand guidelines, setting a unified standard. 
  • Conceived and launched the “CRIFers”  employee advocacy programme to foster pride and alignment with CRIF’s brand, creating brand champions in each office. 
  • Developed brand assets including a brand guide, marketing brochure and video, conducted executive storytelling sessions, and initiated thought leadership and content marketing campaigns to strengthen CRIF’s regional presence. 

 

Results & Impact:

  • Established a unified brand image for CRIF Asia, enhancing its market leadership. 
  • The cohesive brand and improved client satisfaction contributed to increased revenue. 
  • The “CRIFers” programme fostered a motivated workforce, boosting productivity and innovation. 
  • Positioned CRIF Asia as a centre of excellence. The brand assets and “CRIFers” identity that Brewer conceived were eventually adopted globally. 

 

OUR ROLE

  • Integrated Launch Plan Development
    Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan.
  • Narrative and Messaging Development
    Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources.
  • Expert Engagement
    Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience.
  • Media Engagement
    Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.