Industrial companies’ brand image has never been more important in today’s world. Globalization has pushed every industry at its edge to compete. BKF, one of Thailand’s leading suppliers of cars’ engines’ spare parts only knew this too well. To differentiate itself from ferocious global competitors and attract international market pools, the company recognized the need to create a strong brand identity. mad Arai-D gave BKF a look of a visionary company of a high quality standard at an international level.