Serai appoints AnalogFolk as agency of record

Tech start-up Serai has named digital creative agency AnalogFolk as its agency of record.Developing Serai’s brand strategy, visual identity, and service design, AnalogFolk was selected after a competitive pitch from a cast of leading brand agencies, digital agencies and consultants.“Navigating international markets as a small and medium-sized company is still a nightmare. The real pain point is business-to-business (transactions). We wanted to simplify this process, helping businesses to connect in the most efficient manner, and to grow through those connections and other trade-related services Serai provides,” said Vivek Ramachandran, chief executive of Serai.“AnalogFolk has a great team on the ground who brought a truly collaborative approach to the project and a refreshing balance between challenge and support.”Serai is a data-powered online platform that aims to connect small and medium-sized manufacturers with component suppliers in different parts of the world.“Working daily with Ramachandran and his team, we have created an experience-led brand and designed a very unique online service that will be powered by Serai’s curated data sources,” said Chris Ryan, managing director and partner of AnalogFolk Asia.“Developing the brand strategy, visual identity and the service design holistically has kept the team highly focused and emotionally involved. It is a new way of working for us.”