Acsia - Integrated Brand Strategy & Design Consulting Project

Acsia is one of the world's leading companies specialising in automotive technology. They work with top automobile brands, OEMs and Tier1s and provide a range of end to end custom software and consulting services across infotainment, connected vehicles and e-mobility. Today, over 3 million cars run on code written by Acsian engineers. Acsia started in Technopark Thiruvananthapuram, India and now has offices across countries (US, Germany, Japan, Sweden).

Acsia approached us to collaborate with them to understand their core and to translate the same into their visual and verbal identity, and to set the tone for all their touchpoints.

This has been one of the most intensive projects that we have worked on, starting with conversations with the Founder, in depth interviews with the key stakeholders, projective and associative exercises with vertical leads and a brand strategy workshop. And this was just the beginning.

We then worked on the visual and verbal identity for Acsia. We have taken that forward by creating the design architecture framework for internal and external verticals & subofferings; paving the way for the corporate office spatial design with wayfinding & environment design elements, architect brief, photography & imagery guide; crafting the sales pitch deck, documents & collaterals; designing merchandise, employee branding elements & exhibition kiosk design, and much more.

We are proud to have partnered with Acsia, at a pivotal point in their journey.

Acsia’s philosophy of simplifying the complex - that enables their clients to innovate rapidly and provide delightful experiences that often set benchmarks in the industry.

During our research conversations with Acsia, we heard multiple versions of this thought that culminated in this brand core - “It is only when we got into the thick of things at Acsia that we really understood all the complex aspects that go behind creating what looks like a simple in-vehicle experience - like the instrument clusters, the rear seat entertainment units, etc.”; “When there are extremely complex problems to be solved, our engineers take it on and provide expert solutions, which is what makes lives easier for our clients.” During the workshop with the Acsia stakeholders, we put this strategic direction to vote and three different teams consisting of top management Acsians brainstormed, hashed it out and unanimously agreed on the way forward.

The Acsia brand identity is based on the philosophy of simplifying the complex and reflects the brand’s values. It’s really about who they are: confident, honest, quietly ambitious; never too loud or needlessly flamboyant. Acsians believe in this approach: they are serious about what they do, constantly push for excellent work and believe that actions speak louder than words. They have an automotive focus, and is a global player with a future forward outlook. The work done at Acsia impacts the everyday lives and journeys of people across the globe.

After arriving at the brand core of ‘Simplifying the Complex, we set out to define the Verbal Identity of Acsia - the Brand Purpose Statement, the Brand Mission Statement, the Brand Vision statement, the Brand Tagline, the Brand Manifesto and the Brand Tone of Voice.

As a part of the Acsia Brand Consulting Project, we had a mandate to set guidelines for collaterals like Business Stationery, Exhibition Kiosk Design, Internal Documents, External Documents, Employee Merchandise, Sales Staff Elements and more. We were also a part of the process of onboarding third party agencies and studios to take forward the brand world. We created a detailed social media and website visual design guide for digital partners, and a spatial design brief for the architect who was to design the new corporate office for Acsia.