CIA Bootleg came in and helped RUA develop a deeper understanding of the market, immersing in the organizational beliefs and behaviors of the various stakeholders that RUA needs to work with – government implementing agencies and contractors. Bootleg further segmented these stakeholders. This revealed that the various sub-segments had unique needs and motivations vis-à-vis thermoplastic road markings and road infrastructures in general. Their job responsibilities and environments heavily influenced these needs and motivations.

Our researchers also participated in and observed several RUA paint application assignments to find ways on how the company can further improve its service delivery. Finally, Bootleg also studied the product, service, operations, marketing, and design practices of various industrial, business to business and road infrastructure firms in America, Europe and Asia.

CIA Bootleg translated all the insights into new strategies for RUA, which included articulating the company’s new business model, corporate vision, mission and promise. Bootleg also developed the brand names of RUA’s very own thermoplastic road marking brands – Frontiers and Legacy.

Team Manila Design Studio, one of our design partners, was then brought in to develop the visual identities of the two new brands, with Bootleg providing the design strategies and directions.

Since then, Legacy has become the country’s number one brand of thermoplastic road marking, besting brands in the market.