After studying the company, Ztory noticed that Autotoll enjoyed an extensive business scope yet fell short on positioning themselves in the market. Even though many have turned to digital marketing to reach a larger crowd, Autotoll’s ad campaigns did not have much success as they stuck with traditional promotional channels. The team also evaluated the current design of the organisation’s logo, visual identity system, and promotional images, and found that the style was outdated and lacked consistency, failing to showcase the company’s image and business. The organisation also had a dedicated website but the interface design was not user-friendly, making it difficult for viewers to find the information they needed.

In Ztory’s brand positioning attempt, Autotoll was established as a smart city service that believes in the ‘Keep City Moving’ concept. An ombre and semi-transparent effect was applied to their existing logo for a futuristic feeling, as well as the impression of a professional yet dynamic brand personality. Visually, 3 secondary colours – white, grey, and black – were added to complement the yellow in the original system. Specific fonts were also adopted in Autotoll’s Chinese and English content for a more comprehensive and consistent brand image.