Since its launch in 1996, Astro has been Malaysia’s leading media and entertainment company, offering a wide array of channels, original programming, and digital content. By the late 2010s, the rise of on-demand streaming and global digital platforms challenged its position. Astro needed a cohesive corporate identity that reinforced its role as the country’s premier content aggregator, appealing to younger, digital-savvy audiences while maintaining trust with long-standing customers.
We developed a fresh proposition and manifesto, “DISCOVER AMAZING,” reflecting the surprising diversity and quality of Astro’s content. The existing logo’s recognition was preserved, with technical and typographic refinements to enhance versatility across products and platforms. A dynamic visual system emerged from Astro’s signature ‘Qi’ wave device, featuring modular gradated colours for flexible application. A standardised visual system, anchored by Astro’s magenta identity and a new font, unified multiple channels and digital brands, beginning with sports and extending across the full suite.
The refreshed identity rolled out progressively, including simplified Astro One streaming packaging. It created stronger consistency across touchpoints, highlighted innovation and accessibility, and contributed to business performance, with quarterly net profit and subscription revenue increasing 2% after five consecutive quarters of decline. The refresh positioned Astro as a modern, future-ready media powerhouse for all audiences.