How can branding help position a relatively new provider as a solid industry leader as they expand to new markets? That’s the challenge ASFISA presented us in 2020. The result: a strong new name, messaging and visual brand identity system. ALFA is now known as Central America’s most technologically advanced supplier of asphalt mixes, asphalt emulsions, concrete and industrial building materials, working with local and regional governments and private construction companies. We helped them identify their differentiating strengths (guaranteed tailor-made formulas, state-of-the-art laboratory, and expert team) to set them apart and to challenge their industry confidently. We learned what drives ALFA: a relentless commitment to building a better future for everyone through innovation. This became the cornerstone of the new brand strategy, naming, visual brand identity, and communication guidelines.