Axiata's Boost refreshes brand, introduces bolder look to logo

Boost has refreshed its brand as part of the next phase of its repositioning exercise that started since last year after unifying Axiata’s digital financial services under one roof. This saw the brand changing its legal name from Boost Holdings to Boost. The latest refreshed brand introduces new secondary visual elements that call out its various business verticals while also refining the overall logo with a bolder look.

According to the company, the refreshed brand signifies "a new unstoppable era of Boost as a leading regional full spectrum fintech brand that financially empowers users and merchants, while also staying true to its strong brand legacy that its customers have grown to love". It showcases an enhanced logo that’s taller and more compact with a deeper red hue, accompanied by a colourful trail, and most importantly, a new bold "Be Unstoppable" tagline.

CMO Diana Boo (pictured below right) said every aspect of the brand refresh from the logo and typography to the new colourful trail and tagline went through careful considerations to inspire Boost's customers to face any challenge in life, and realise their full potential.

"In addition, the look and feel has also completely transformed our Boost app and website, designed to be more accessible and friendly for all to encourage digital adoption and greater financial inclusion. We hope to help people feel unburdened by their financial woes, and to have the freedom to explore infinite possibilities – that is what it means to ‘Be Unstoppable’," she explained. A+M has reached out to Boost for additional information on its brand refresh.

Since the unification of Axiata's digital financial services under one roof, the Boost brand, which was previously only associated with an e-wallet business, extended its offerings well beyond cashless payments into alternative lending, insurtech, and cross-border payment services. In April this year, a consortium of Boost and RHB Bank were among the consortiums awarded the digital bank licences by Bank Negara Malaysia.

Boost's marketing team is currently led by Boo who joined last year from Lazada Malaysia where she was CMO. She told A+M back then that there was "an interesting job offer which [she] wanted to try out". Months later, Boost beefed up its creative team by bringing on board ABIB Group's creative head, Taufik Hidayat as its head of creative, which is a newly created role. He is responsible for developing brand thematic campaigns that focus on IP building, along with designing and executing marketing communication materials that engage and entertain Boost's growing target audience to win hearts and minds.

Related articles:
Axiata's Boost builds up in-house creative team with hire of Taufik Hidayat
Axiata Digital's Boost Holdings rebrands to unify fintech services
Axiata and RHB Bank jointly bid for digital bank licence, Boost to own majority stake