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Rua Seguridad: From a brand importer to a BRAND BUILDER


CIA Bootleg Manila gathered relevant insights on the thermoplastic road paint industry and generated strategies that catapulted an importing business into a leading manufacturing company with a solid brand called Rua Seguridad.

Project Champions

CEO and Founder

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Founded in 2005 by a young entrepreneur, RUA Seguridad has grown to be an important player in the Philippines’ thermoplastic road marking (“tprm”) industry. By 2014, RUA boldly started transitioning from an importer, distributor and applicator to a more ambitious direction – pursuing backward integration by becoming a producer and manufacturer of its own brand of tprm. RUA Seguridad’s CEO and founder needed help navigating this new journey.

Our Solution

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.

What We Did

Brand Strategies:

  • Corporate Brand Identity
    • RUA’s Primary Target Market
    • Brand Promise
    • Brand Personality & Philosophy
    • Brand Emotions
    • Brand Mission
    • Brand Tagline
  • New Brands
    • Legacy by RUA
    • Frontiers by RUA
  • Brand Experience
    • Product range & packaging
    • Service Ideas
    • Interactions & Engagement Strategy
      • Customer engagement strategy
      • Integrated Marketing Campaigns

Visual Identity (in partnership with Team Manila)

  • Corporate and brand logos, official colors, typography
  • Packaging design
  • Marketing collaterals

Insighting and Research

  • Customer interviews
  • Immersions: RUA’s operations and services
  • Brand and marketing analysis
  • Design research: graphic designs, packaging design
  • Competitor analysis
  • International trends
  • Value chain analysis

“I had a great time working with Bootleg and I like how dynamic their team is and how holistic their approach to brand strategy is. The strategy provided was sound and consistent with the research done and the outputs produced align well with it. Until today, we use the same work they provided many years ago as one of our tools in making the right, sustainable brand/marketing decisions.”

Barry Cruz
Founder & CEO, RUA Seguridad