Case Study: Revamping a 6-Year-Old Corporate Video to Fit Today’s Brand Identity
- Oct 15
- 3 min read
In today’s fast-changing corporate landscape, brand visuals that once looked modern can quickly feel dated. This was exactly the challenge ICP Piles Sdn Bhd faced with their 6-year-old corporate video, a piece that no longer reflected who they had become as a company.
As the leader of IJM Industry Division, ICP Piles is one of Malaysia’s leading spun pile manufacturers and has been in the market for almost 50 years now. In line with IJM's recent brand rejuvenation effort, ICP Piles wanted a refreshed corporate video that would better communicate their growth, innovation, and forward-thinking approach. That’s where Resov Film came in, to help transform their existing story into a modern, brand-aligned visual experience.
The Challenge: Outdated Visuals and Messaging
When we first reviewed ICP Piles’ old corporate video, several things stood out:
The visual tone and pacing reflected an older corporate style; long shots, static framing, and minimal storytelling.
The script and narration focused heavily on technical details but lacked emotional connection or brand personality.
The visual identity (colour tone, typography, and music) no longer matched their current branding direction.
In short, the video didn’t represent the ICP Piles of today; a brand that has evolved to become more progressive, innovative, and people-oriented.
Our Approach: Modern Storytelling Meets Industrial Strength
We didn’t want to simply “redo” the old video — we wanted to reimagine it. Our approach focused on three key areas:
1. Aligning with the Brand’s Current Identity
We studied ICP Piles’ updated branding and communications materials to understand their tone of voice, visual language, and core message. The goal was to ensure that every frame, from the visuals to the voiceover, reflected the brand’s modern professionalism and confidence.
2. Redefining the Story Structure
Rather than following the typical factory-process narrative, we shifted the storytelling to focus on purpose and impact, positioning ICP Piles not just as a manufacturer, but as a partner in building Malaysia’s infrastructure growth. We structured the video to highlight the brand’s role in enabling progress, emphasising reliability, precision, and innovation.
3. Upgrading the Visual Aesthetic
We employed cinematic visuals, dynamic camera movements, and crisp colour grading to bring a premium industrial look. Drone cinematography was used to showcase the scale of their facilities, while close-up product shots emphasised craftsmanship and attention to detail. A fresh, modern music selection helped give the video emotional drive and pacing that resonated with today’s corporate audience.
Before vs After : A Transformation of Corporate Video
Aspect | Old Video | New Video |
Narrative | Process-focused, technical | Purpose-driven, brand-focused |
Visual Style | Static shots, traditional composition | Cinematic, dynamic movement |
Color Tone | Neutral and flat | Bold and contrast-rich |
Pacing | Slow and instructional | Engaging and energetic |
Message | “What we do” | “Why we do it” |
The Outcome
The result? A complete transformation that brought ICP Piles’ story into the present, one that communicates strength and reliability without feeling dated or rigid. The new corporate video not only strengthened ICP Piles’ brand image but also became a key marketing tool for business presentations, trade events, and client communications. By modernising their 6-year-old video, ICP Piles was able to reaffirm their market leadership and connect with a new generation of decision-makers, all while staying true to their brand heritage.
Final Thoughts
As companies evolve, they often change their product offerings, service methods, structure, brand identity, and even core values. Corporate videos play a crucial role in reflecting a company's current identity, serving as digital business cards that communicate its narrative, products, services, values, and mission. Regular updates to these videos are essential to avoid confusion and ensure alignment with the company's reality.
Keeping videos fresh and relevant helps engage audiences, build trust, and enhance brand perception. ICP Piles’ case shows that a well-executed revamp can do more than refresh visuals, it can re-energise how a brand is perceived.
At Resov Film, we believe every brand story deserves to evolve with time. If your corporate video no longer represents who you are today, it might be time for a revamp.
👉 Get in touch with Resov Film and let’s revamp your corporate video.
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