ASTP is a nonprofit organisation with headquarters in The Netherlands. ASTP are committed to promoting and facilitating knowledge transfer between universities and industry partners through a range of conferences, support network and a learning platform. Since being established in 2000, ASTP now supports more than 800 members in over 40 countries.

ASTP’s focal point has been on providing outstanding training and practice exchange among Knowledge Transfer professionals.

 
 
bg_white.jpg
 
 

The existing identity

Following a corporate merger, we were approached with a need to refocus the new organisation while bringing back the feeling of ownership to the stakeholders.

The existing logo felt static, visually incohesive and had no ownable brand asset.

astp_052.jpg

—Existing ASTP Proton branding

 
 
bg_grey.jpg
 
 

Understanding their unique field

We started the project with a series of audits. We dissected the ASTP brand, company, mission and values. We interviewed key stakeholders and diagnosed pain-points of the existing brand. During stakeholder interviews, a key reoccurring concept around the idea of ‘transfer’ was bought forward.

We collected imagery around themes of data and physical transfer.

 
 
transfer_01.jpg
transfer_02.jpg
 
 
bg_white.jpg
 
 

Communicating ‘Knowledge Transfer’

The logo is designed to illustrate the idea of ‘transfer’ with three intersecting metaphoric highways. The icon works without the wordmark, making the biggest impact across every brand touchpoint including social media profiles, badges and future merchandise.

The new organisation’s name ‘ASTP’ and mission were given a more balanced visual hierarchy, to move the focus towards the organisation’s value and mission.

 
 
bg_grey.jpg
 
 
astp_039.jpg
astp_049.jpg
astp_050.jpg
 
 
bg_grey.jpg
 
 
astp_002.jpg
 
 
bg_grey.jpg
 
 

Client: ASTP
Deliverables: Strategy, Brand Guidelines, Identity System
Year: 2019

 
 
bg_grey.jpg
 

All projects

 
Gold Coast Hong Kong —Rebranding the Hong Kong destination

Gold Coast Hong Kong
—Rebranding the Hong Kong destination

Bakehouse —An Identity for the Wan Chai bakery

Bakehouse
—An Identity for the Wan Chai bakery

Fair Trade Hong Kong —Rebranding the NGO for a dynamic future

Fair Trade Hong Kong
—Rebranding the NGO for a dynamic future

Hack Chinese —Building a digital-first brand identity

Hack Chinese
—Building a digital-first brand identity

JP Morgan —Ensuring a holistic brand across Asia

JP Morgan
—Ensuring a holistic brand across Asia

Various logos & logotypes —2015 to 2019

Various logos & logotypes
—2015 to 2019

Marriott Weddings —Case study coming soon

Marriott Weddings
—Case study coming soon

Yun Ya —Designing a cross-cultural identity

Yun Ya
—Designing a cross-cultural identity

滄浪之水 —A modern take on the Chinese teahouse

滄浪之水
—A modern take on the Chinese teahouse

RPSA —Creating a corporate identity for a family office

RPSA
—Creating a corporate identity for a family office

RiPrism —A sophisticated yet approachable identity

RiPrism
—A sophisticated yet approachable identity

Pacific Place —Revitalising Hong Kong’s luxury retail destination

Pacific Place
—Revitalising Hong Kong’s luxury retail destination

GoSkills —Rebranding the e-learning website platform

GoSkills
—Rebranding the e-learning website platform

Hunter & The Chase — There’s no hunter without the chase

Hunter & The Chase
There’s no hunter without the chase

Karavanstop —Creating a playful identity within the Hong Kong Airport

Karavanstop
—Creating a playful identity within the Hong Kong Airport

Hotel Charlie —Visually rich brand identity

Hotel Charlie
—Visually rich brand identity

bg_01.jpg