Introduction
TGA was originally known as The Glass AutoSpa, a Malaysian operator in the auto detailing sector. As the company’s corporate client base grew, the brief was to upgrade the brand identity so the company looked the part on the surfaces corporate clients see it on, whilst keeping the focus on its core detailing services.
Walk Production was appointed to run a three-month rebrand covering the new name, logo, corporate identity, brand manual, company profile, PowerPoint master slides, product packaging and corporate website. The shorthand “TGA” replaced “The Glass AutoSpa” as the trading name. The tagline “Driven to Detail, Built to Lead” was written to carry both halves of the brand: precision in the work and a credible posture in front of corporate buyers.
Our Solutions
Brand strategy and naming
The strategy phase re-centred TGA around its core service: vehicle detailing for both individual owners and corporate accounts. There was no holding-group ambition and no diversification away from the automotive sector. The shift was from a retail-studio identity to a corporate-grade brand identity that corporate buyers could engage with on supply terms.
The new name kept the original initials so incumbent customer relationships carried over. Brand purpose was framed around precision and accountability in vehicle care. Brand voice was rewritten in shorter sentences with fewer adjectives, so the company sounds like the team it actually is rather than a marketing-led retailer.
Logo, identity system, packaging
The new TGA logomark replaced the legacy wordmark with a higher-contrast lettering treatment. The palette pairs a blue gradient with a gold accent. Montserrat is the primary typeface across corporate touchpoints, with hierarchy rules for headings, sub-headings and body text in print and on screen.
Product packaging was redrawn for the in-house care range. The packaging system uses a single decision rule: same logomark, same typography, palette varied only by product category. That keeps the range visually consistent as new SKUs are added.
Brand manual, profile, website
The brand manual was written for a client whose team would mostly self-execute future collateral. Logo lockup rules cover the application range from print to digital. Colour and typography are specified with usage scenarios rather than as a flat palette swatch.
The corporate profile and PowerPoint master deck were built as the team’s pitch toolkit for new corporate accounts. The deck covers company background, service capabilities and case examples. The corporate website mirrors the same narrative, so corporate buyers researching TGA reach a consistent picture across the deck and the site.
The Results
After delivery, the TGA team had a complete kit of marketing materials to carry into corporate meetings: the brand manual, company profile, master deck, packaging system and corporate website. The new identity replaced the older retail-studio look across customer-facing surfaces in a single rollout.
The shift from “The Glass AutoSpa” to “TGA” closed an old retail-only positioning that no longer described the business. With the rebrand, TGA’s sales conversations with corporate buyers start from a brand that already looks the part.
Related Questions
Why did TGA shorten its name from “The Glass AutoSpa” to “TGA”?
The original name cued retail-studio service. As corporate clients entered the customer mix, the longer name read smaller than the buyer expected. “TGA” carries the heritage initials forward and gives corporate buyers a vendor name that sits cleanly alongside other suppliers.
What is “Driven to Detail, Built to Lead” trying to say?
The first half points back to the operational discipline the team is known for. The second half points forward to the corporate accounts TGA is now winning work in. The tagline had to read on a workshop sign and on a corporate proposal cover without sounding like two different companies.
Why blue and gold for the palette?
Blue carries on a corporate document. Gold points to the finished surface the company is actually selling. The combination lets the brand work for corporate audiences and end-customer audiences without needing two separate palettes.
Why was packaging part of the rebrand rather than a phase two?
The product range was already on shelf under the older identity. Packaging moves through the customer’s hands, so leaving it on the legacy brand would have undone the rest of the rollout. The brief made packaging part of the launch so customer-facing surfaces all switched over at the same time.
How long did the TGA rebrand take?
The end-to-end rebrand ran around three months. Logo, corporate identity, brand manual, company profile, PowerPoint master slides, product packaging and the corporate website were delivered in a single workstream so the launch could replace the legacy identity across every touchpoint at once.
