AMEC

Navigating New Horizons: AMEC’s Journey Toward a Global Maritime Tech Leader

Alltek Marine Electronics Corp. provides comprehensive Automatic Identification System (AIS) solutions and is the world’s second-largest supplier in the maritime AIS industry, marketing its own brand “AMEC” globally. Since its establishment in 2006, AMEC has earned recognition from several international brands and aims to increase its self-owned brand sales and expand into new overseas markets. However, AMEC faced challenges such as a lack of professional and consistent brand identity and limited marketing communication channels. This project focused on establishing a solid brand foundation for AMEC.

AMEC Alltek Marine Electronics Corp.

Industry

What We Did

Brand Creation, Rebrand, Strategy Implementation, Brand Design, Visual Identity, Logo Design, Digital Marketing Strategies, Content

Description

Project Background

Alltek Marine Electronics Corp. provides comprehensive Automatic Identification System (AIS) solutions and is the world’s second-largest supplier in the maritime AIS industry, marketing its own brand “AMEC” globally. Since its establishment in 2006, AMEC has earned recognition from several international brands and aims to increase its self-owned brand sales and expand into new overseas markets. However, AMEC faced challenges such as a lack of professional and consistent brand identity and limited marketing communication channels. This project focused on establishing a solid brand foundation for AMEC.

Solution

Brand Positioning & Strategy

Through internal and external interviews and competitor analysis, Geber helped AMEC define its brand positioning as a “Technology Company” focused on “Innovation” within the maritime electronics market. A short-, mid-, and long-term brand development strategy was also established.

Geber created a concise and powerful brand slogan, “Beyond Visible,” emphasizing AMEC’s core value: being the invisible driving force behind success through its communication and detection technologies. The word Beyond conveys limitless future potential and the company’s commitment to continuous innovation, reinforcing its corporate vision and mission.

Additionally, Geber conducted interviews with key brand stakeholders, uncovering valuable brand stories and integrating nine essential brand identity elements into a cohesive brand narrative. This helped shape a professional international brand image, paving the way for AMEC’s global expansion.

Brand Identity Design

AMEC initially lacked a complete brand identity system, resulting in an unclear market presence. Geber refined the original logo by incorporating the essence of the brand slogan, enhancing its recognizability. Key brand elements like the inverted triangle and detection signals were creatively adapted into visual motifs applied to presentations, catalogs, and business cards, ensuring a consistent visual style and strengthened market recognition.

Geber also developed a comprehensive Corporate Identity System (CIS) and brand guideline manual, enabling AMEC to maintain consistent visual representation in future marketing materials. This approach fostered internal brand recognition among employees while building a professional and trustworthy brand image in the market.



Credits

Supervisor
Jack Pang
Account Manager
Michelle Wen
Project Manager
Jack Pang
Strategy
Jack Pang, Michelle Wen
Copy
Michelle Wen
Design Direction
William Pan
Design
Iesha Lai
Consultant
Richard deVries

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