The merger of Asia Netcom and Pacific Internet in Asia created the need to brand a company that, overnight, became the largest independent telecom across Asia. The key was to find the compelling idea that would express the value of the new organization to both employees and customers. We developed the brand strategy and brand idea that became the foundation for the newly merged organization. It was expressed through the tagline “Powering a Connected Asia". Based on this brand idea, our design partner crafted the new identity and visual system that is now the foundation of the look of the new company in Asia and around the world.