Astra Financial - SANF

Supporting You

PT Surya Artha Nusantara Finance (SANF), the pioneer in the heavy equipment financing industry in Indonesia, wanted to expand its business and service area. As one of the subsidiaries of Astra International, SANF believes in innovation, especially in the application of technology in the business. WKB worked with SANF to create a rebranding activity as part of innovation.

Challenge

The heavy equipment financing sector in Indonesia is very competitive where each company has to emphasise its value to be recognized in the industry. Thus, SANF took initiative to enlarge the business as a strategy to give additional values compared to competitors. Our challenge is to develop a verbal identity for SANF that is not similar and/or create misperception with other brands.

Solution

This rebranding action denotes the spirit of SANF to be more proactive and innovative in the industry. First, we initiated a customer survey to find the strength point of SANF compared to competitors. Based on the insight, we developed a new brand identity and tagline that embraces the partnership and synergy values. It reflects SANF’s commitment to build a mutual and lasting relationship for its clients in various industries. In addition, this renewed identity is also inspired by Astra International’s values as the holding company of SANF.

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