Asian Vision Rebrand
CIA Bootleg Manila partnered with Asian Vision, one of the oldest regional cable and broadband companies in the Philippines, to lead a full brand reinvention. The challenge: reposition a legacy tech brand into a modern digital provider rooted in empathy, reliability, and human connection.
Project Champions
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Overview
From Legacy Cable Provider to Community-Driven Digital Brand
In 2023, Asian Vision saw the opportunity to evolve. From a cable-first company with legacy infrastructure, they sought to become a modern connectivity brand with deep ties to community life — especially in underserved regions.
But their brand needed to catch up with their ambition. Their question to Bootleg:
“How do we evolve from a local cable provider into a relevant, future-ready brand — without losing our heart?”
Bootleg responded with a full-spectrum brand strategy and identity overhaul — built on deep insighting, design thinking, and psychological mapping of consumer behaviors.
Our Solution
Bootleg led a multi-phase process that spanned customer research, strategic framing, identity design, and activation:
🔍 Brand Research& Auditing
A full psychological and sociological deep dive, involving:
• Trends scanning across internet, cable, and tech sectors
• Technical audits and design critiques with industry experts
• Interviews and workshops with customers
• Immersions in key regions to observe user experience
• Brand audits vs. key competitors
🧭 Brand Strategy& Positioning
We defined the brand’s emotional core and role in people’s lives —grounded in four values:
• Reliability and speed
• Respect for people’s bandwidth
• Unlimited customer value
• The power of human connection
We then articulated a brand DNA anchored on the role of connectivity in modern Filipino life:
Bridging connections, driving progress, and enriching lives — With You, For You.
This became the basis of Asian Vision’s new tone, tagline (#WyFy), and experience pillars.
🏗️ Architecture &Identity
Bootleg restructured Asian Vision into a Branded House system with two clear sub-brands:
• Asian Vision Home – for residential and family use
• Asian Vision Enterprise – for business, institutions, and corporate clients
With our design partner, Brand yard Inc, we also created a new visual identity system — including updated logos, typography, color hierarchy, and layout rules — rolled out through trucks, uniforms, websites, ID badges, and other touchpoints.
What We Did
Bootleg’s work spanned brand thinking to tangible brand transformation:
• Customer and competitor insighting
• Brand DNA development
• Strategic messaging and philosophy framing
• Brand architecture system design
• Identity redesign and visual system creation in partnership with Brandyard Inc.
• Messaging playbook and activation assets
What emerged was a brand people could relate to again — one that spoke with clarity, moved with agility, and delivered with care. From static and outdated to clear, modern, and community-first — Asian Vision is now poised to lead in a more human, digital era.
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