An intense exercise commencing with the refinement and visual correction of a five-decade old traditional conglomerate, led to dealing with the stakeholders’ sensitivity to changing the corporate identity that was eroding in visual clarity over the years of use. Making a difference without changing the identity, re-formatting grid, scale, identifying and assigning a corporate colour palette was the primary template of sorts. This was extended to harmonise with several elements under CI like stationery, signage, brochures… almost encompassing the internal projection of its brand architecture to its stakeholders and the market. The derivative expressions was to also achieve an artistic impression