With half a century of dedication to serving Indonesia, ASDP Indonesia Ferry is committed to Indonesia's transportation industry. ASDP Indonesia Ferry needed refreshment in its visual identity to remain relevant to its progressive business developments as its business line has evolved. The project started with a brand audit process in 2022 and continued with a comprehensive re-branding process in 2023 in conjunction with ASDP Indonesia Ferry's 50th-anniversary celebration.

One challenge was accommodating stakeholders' expectations for modernizing ASDP Indonesia Ferry while preserving its recognizable appearance. Considering ASDP Indonesia Ferry's remarkable dedication to Indonesia's transportation sector, Milestone developed a modernized logo and brand core message, 'Menjembatani Nusa, Memajukan Bangsa (Bridging the Nation, Progressing the People),' to convey ASDP Indonesia Ferry's vision and mission. Milestone ensured every brand component was considered carefully, portraying ASDP Indonesia Ferry's business objectives and integrity.