Revitalizing a B2B brand as it goes global

When cash technology industry veteran Shaun Chan decided to set out on his own, Amplify created the branding for his startup, Hightech Cash Technology. (The story behind the Hightech Cash Technology branding can be found here.)

Introducing new products and solutions in international markets is never easy, especially in the B2B space, where sales cycles are much longer. In the cash technology business, banking and compliance regulations vary from country to country, stretching the sales cycle even more.

Refining the product idea and finding the right manufacturers also took time, but today, Hightech supplies its specially designed CIT machines and innovative solutions to 5 countries in the APAC region The company has grown strategically by using local partners and understanding the cultural nuances of the markets it operates in.

In line with its expansion and growth plans, Hightech is taking part in a series of trade seminars, events and exhibitions, for which the brand assets created by Amplify had to be expanded.

As part of the brand revitalization, a distinct mid-range green was introduced to the colour palette. From large scale exhibition panels, power point presentations, down to the product specification handouts, the new Hightech green integrated all the marketing communication. After a series of conversations with the founder and a detailed questionnaire, an overarching brand vision was jointly articulated. This brand vision forms the blueprint for all the marketing initiatives planned for 2018- 2019.

At the Retail Asia Expo at Hong Kong, attended by more than 9000 retail professionals from 60 countries, the Hightech booth stood out. There were increased footfalls and a lot of market interest in Hightech products at the Asia Cash Cycle Seminar in Yogyakarta, Indonesia. Hightech is participating in a series of events across the APAC region, with Amplify providing design support. Amplify’s high quality design services, combined with its ability absorb feedback and change communication strategy continuously, works in Hightech’s favour.

For Amplify, the passion and the never-say-die attitude of Hightech founders is inspiring, and it is indeed very exciting being part of Hightech’s growth and innovation story.

ClientHightech Cash TechnologyServicesIdentity, Brand Colours, Tagline, Tradeshow PanelsYear2018