FINSI

The brief

Fiber Infrastructure Network Services Inc.

Technology moves fast, and keeping up can overwhelm most companies. FINSI helps clients build simple, effective technology solutions. Its local experts look past off-the-shelf products that age quickly and focus on solutions built for each business.

Asticom Technology Inc. asked us to help shape a new engineering services company that would help telcos speed up fiber rollout across the Philippines. We ran strategy workshops with the tech, sales, marketing and leadership teams. The result was FINSI, a brand built around better internet and faster economic growth for the country.

Challenge

After days of learning about last-mile solutions, FTTH, outside plant builds and other industry essentials, the main challenge was clear: bring deep technical expertise and simple external messaging together. The brand had to explain the benefits plainly without hiding the expertise behind them.

Research

Combining existing market research with our own, we found that most telecom players sit inside large conglomerates that do little to build a brand. The opportunity was to narrow the focus to tailored solutions for a small group of key clients.

Solution

We agreed on three principles: technology, nation building and "Leading Edge Local", which became FINSI's tagline and vision. The identity is built around a simple "pulse" that stands for connectivity. Line icons and clean typefaces combine innovation with a professional B2B feel.

What we delivered

The outcome

FINSI launched in October 2021. With our advisory support and a full set of brand assets, it has already won contracts with major global telco companies alongside several local deals. The first FINSI service trucks are about to hit the road.