AGD, a privately owned UK company, has been dedicated to the design and manufacture of traffic detection and associated products since 1992.

Backed by specialised research and development departments AGD has a long standing reputation for creating innovative products. And here lay the challenge – AGD were finding that they only had between three and four years before larger companies such as Siemens began to copy their products and sell them at lower prices.

ASHA’s brand strategy focused around creating value in the development and testing process. Names were given to individual pieces of testing equipment and the equipment was photographed to emphasise the scientific aspect, bringing a ‘NASA’ feel to the brand. Certification marks were created to add ownership and endorse the authenticity of the testing process, and icons were created for each product area.