At the core of our internal brand strategy for the brand is a purpose that serves as the guiding light in directing the company’s efforts to create value, instil pride, and contribute meaningfully. The brand’s new purpose articulate’s All Power Steering’s dedication to Australia’s transport sector while encapsulating its renewed mission and vision: trust, safety, and reliability.

Our design choices put an emphasis on cultivating a modern, sleek, and professional aesthetic. We incorporated rigid blocks and sharp edges juxtaposed with subtle curves that displays a classic yet timeless visual. With this comes the simplicity of the ‘A’ and ‘P’, ensuring instant brand recognition, even from a distance.