Introduction
Magma Group Berhad is a Malaysian group renamed from Impiana Hotels Berhad. Walk Production was appointed to lead the corporate rebranding, covering brand audit, brand strategy, identity development, and brand governance. The work focused on building one corporate identity system for the renamed group, maintaining continuity with its established brands whilst supporting corporate communications and stakeholder-facing materials.
Our Solutions
Brand audit and strategy
The rebranding began with a competitive brand audit to assess the existing Impiana brand positioning and identify gaps for the new direction. A structured brand strategy followed to define how the new Magma Group Berhad identity would operate at group level across multiple business segments.
A hybrid brand architecture was developed, combining a Branded House model at group level with Endorsed Brands for WOLO and Impiana properties. This framework provided clarity between the corporate parent and its operating brands. The strategy defined four positioning pillars: Strategic Collaboration, Innovation Culture, Integrated Services, and Pursuit of Excellence.
Logo and visual identity system
The Magma Group Berhad logomark is a combination mark centred on a stylised ‘M’, constructed on a disciplined geometric grid. The geometry reads as a peak rising to a summit, echoing the volcanic idea behind the Magma name, with a faceted diamond form at its core. The same forms then carry through the wider system as secondary graphics.
A restrained color palette anchored by Magma Red conveys strength and continuity. The typography system uses Heebo as the primary typeface and Roboto for corporate publications. Secondary graphics were developed from the logo anatomy, including the Magma Summit pattern and the Magma Diamond pattern for various visual design applications.
Brand guidelines and corporate applications
A comprehensive brand guideline covers logo usage, color rules, typography hierarchy, layout principles, and sub-brand applications. The guideline covers endorsement positioning for subsidiary brands with clear rules for ‘Subsidiary of’, ‘Member of’, or ‘Endorsed by’ treatments across different communication contexts.
The identity extended into core corporate assets, including stationery systems and presentation materials, providing Magma Group Berhad with a unified visual language suitable for corporate communications and formal engagements. Tagline options were developed to capture the brand essence, each reflecting the group’s purpose of creating sustainable development.
The Results
The rebrand gave Magma Group Berhad one corporate identity for the wider group, while keeping continuity with its hospitality heritage. The new identity system provides a consistent framework for corporate communications and stakeholder-facing materials.
The hybrid brand architecture allows the group to present a unified corporate identity while established hospitality brands retain their market recognition. The rebrand delivered a structured corporate identity designed to support governance and consistent application across the organization.
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Related Questions
What typically triggers a corporate rebranding for established organizations?
Corporate rebranding is often driven by structural changes such as diversification, mergers, or shifts in business focus. A new identity helps communicate strategic direction clearly to stakeholders, particularly when the existing name no longer reflects the company’s scope.
What is the difference between a logo redesign and a full corporate rebranding?
A logo redesign updates a visual mark. A corporate rebranding establishes a broader system that governs brand architecture, visual identity, and application rules across all corporate touchpoints, including strategy, positioning pillars, and comprehensive guidelines.
Why are brand guidelines important for listed or diversified groups?
Brand guidelines provide governance over how an identity is applied. They help maintain consistency when multiple teams, subsidiaries, or external vendors are involved, clarifying how each brand relates to the master brand across materials.
When is a hybrid brand architecture appropriate?
A hybrid brand architecture is suitable when a master brand needs to establish authority while allowing existing sub-brands to retain their recognition within specific markets. This approach works well for diversified groups where business units serve distinct audiences.
What should a corporate rebranding scope typically include?
A strategic branding program scope usually covers brand audit, brand strategy, identity design, brand architecture, brand governance documentation, and core corporate materials. The scope may also include tagline development, positioning statements, and subsidiary brand rules.
