How Beryl Agency Trained Gentari's Marketing Team to Deliver Cohesive Brand Output Across Southeast Asia
A multi module corporate design and brand training engagement delivered for Gentari, a fully owned subsidiary of Petronas, covering visual hierarchy, golden ratio typography, storytelling neuroscience, writing models, verbal identity, the seven deadly sins of brand voice, mobile and camera photography, and AI image generation within brand guidelines.
At a Glance
| Engagement Detail | Specification |
|---|---|
| Client | Gentari, a fully owned subsidiary of Petronas |
| Industry | Clean energy, energy transition, sustainable mobility |
| Geography | Southeast Asia, with regional brand operations |
| Program Type | Multi module corporate design and brand training |
| Delivery Format | On site intensive with applied workshops |
| Modules Delivered | 9 core modules including 4 hour photography and 4 hour AI image generation |
| Trainers | Prashant Gupta and Akshat Raghava, founders, Beryl Agency |
| Confidentiality | Engagement governed by mutual NDA |
Client Snapshot
Gentari is a clean energy solutions company and a fully owned subsidiary of Petronas, the Malaysian state owned oil and gas major. The company operates across renewable energy, hydrogen, and sustainable mobility, with regional brand operations across Southeast Asia. As a relatively young brand operating in a fast moving energy transition category, Gentari needed its internal marketing, branding, and communications team to operate at the same standard as the parent group’s institutional credibility while building a distinct voice for the clean energy mandate.
The Challenge
Why Gentari Engaged Beryl Agency
Gentari’s marketing and branding team was capable, well resourced, and operating with a comprehensive brand book. The challenge was not strategy or talent. It was the gap between the brand book on the shared drive and the daily output across decks, social posts, vendor creatives, internal communication, and regional campaigns.
The specific gaps the team identified
– Inconsistent visual interpretation of the brand book across regional teams and external vendors
– Marketing copy that was technically correct but emotionally flat, particularly on energy transition messaging
– Generic social and campaign content that did not differentiate Gentari from other energy companies positioning around innovation and sustainability
– AI image generation experiments that consistently produced off brand visuals requiring discard and rework
– Photography needs that depended on external vendors for routine field and event content
– A team that could name the brand colours and fonts but could not defend why a layout, headline, or campaign worked or failed at a principles level
The brand book existed. The principles did not.
The Engagement
What Beryl Agency Delivered
Beryl Agency designed and delivered a custom corporate design and brand training program built around Gentari’s actual brand book, real campaign output, and live regional context. The program was delivered on site by both founders, Prashant Gupta and Akshat Raghava, with Akshat bringing Rhode Island School of Design pedagogical depth and Prashant bringing brand strategy and Indian agency practice from 16 years of running Beryl Agency across 19 countries.
The program followed Beryl’s standard methodology: pre training audit, live workshop delivery, applied exercises on real Gentari material, and a closing application clinic.
Modules Delivered
Module 1: Visual Hierarchy and Golden Ratio Typography
The team learned the mathematical and perceptual principles that decide why one layout feels premium and another feels amateur. Applied directly to the Gentari brand book and template system, with live audit of existing decks and creatives. The exercise revealed that the Gentari brand book defined fonts and colours but never specified H1, H2, body proportions, line height standards, or header spacing rules. Participants learned to apply the golden ratio multiplier of 1.618 to generate a mathematically spaced hierarchy from a base body size, producing a final scale that holds across screen, print, and presentation.
Module 2: Storytelling as Biology, Not Creativity
The team explored why the human nervous system responds to certain narrative patterns and ignores others. The module reframed storytelling away from creative wordsmithing and toward biological signal recognition. Participants learned why polished content with no nervous system signature dies on the feed, and why honest, lived in moments are what audiences actually pay attention to. Critical for an energy transition brand operating in a category saturated with corporate language.
Module 3: Writing Models, SB7, AIDA, and PAS
Three foundational frameworks for structuring any piece of writing, from internal emails to vendor briefs to campaign content. Participants applied each model to a real Gentari vendor email scenario, writing the same communication in three different structures. The exercise revealed how the same content shifts in impact based on structural ordering, and gave the team a fixed library of writing patterns they could use without staring at a blank page.
Module 4: Verbal Identity Fundamentals
The module covered the difference between brand, voice, and tone, and how a verbal identity functions as a language fingerprint that audiences recognise even without a logo or visual cue. For Gentari, the application was specific: how the brand should sound when talking about energy transition, climate, partnerships, and projects across Southeast Asia, in a voice that is steady, recognisable, and distinctly not like every other energy company.
Module 5: Five Strategies for Nailing Brand Voice
Clear and precise writing, authenticity, emotional and curiosity driven hooks, platform appropriate tone flexing, and avoiding clichés. Each strategy was applied to live Gentari communication samples drawn from social, internal, and PR channels.
Module 6: The Seven Deadly Sins of Brand Voice
A diagnostic framework covering virality, complexity, mimicry, pride, perception, tone deafness, and woke washing. The team audited Gentari’s existing communication against each sin and identified the three highest priority risks for an energy brand: complexity from technical jargon alienating non specialist audiences, mimicry from sounding like every other clean energy company, and woke washing from sustainability claims requiring continuous proof. The session produced a working diagnostic that the team can re run on their own output every quarter.
Module 7: Brand Voice Showdown Activity
A 15 minute competitive paired exercise where teams wrote three short copy samples, a social post, an email subject line, and a customer support reply, for a mystery brand profile. Judging covered clarity, authenticity, distinctiveness, and consistency, with a blind test scoring round. The exercise locked in the voice principles by forcing real time application under time pressure.
Module 8: Mobile and Camera Photography Workshop, 4 Hours
A hands on workshop covering composition, lighting, framing, and on brand image capture using mobile devices and cameras. Designed specifically for marketing and content teams who shoot internal and field content. After the session, the team was equipped to handle routine photography needs in house rather than dispatching an external photographer for every event, site visit, or internal asset.
Module 9: AI Image Generation Within Brand Guidelines, 4 Hours
A four hour intensive on Gemini Nano Banana, Midjourney, and structured prompt engineering, scoped tightly within the Gentari brand book. Participants learned to use style references, brand fidelity techniques, prompt libraries, and approval workflows that produce visuals capable of passing brand review. The session was hands on, with the team generating real imagery during the workshop, critiqued and refined live by both founders. This module has since become one of the most asked for components of Beryl’s corporate training practice across all clients.
Approach
How Beryl Structured the Program for Gentari
The Gentari program was built on Beryl’s core training philosophy: theory kept tight, application kept heavy. Every module included live exercises on real Gentari material rather than generic case studies. The brand book was interrogated in the room. Existing campaigns were audited against the seven sins. Vendor emails were rewritten using SB7, AIDA, and PAS. AI imagery was generated against the actual Gentari guidelines. Photography was practiced on real subjects in real lighting conditions.
The pedagogical layer drew directly from Akshat Raghava’s RISD training and decade of teaching across premier design institutions in India and internationally. The strategic and brand layer drew from Prashant Gupta’s MICA and IIM Kozhikode training, his seat on the CII National Committee on Design Innovation and Design Policy, and 16 years of running Beryl Agency across 1573 clients in 19 countries.
The program also accommodated Gentari’s regional Southeast Asia context, with examples and exercises tuned to energy transition messaging, regional partnership communication, and the specific voice risks an energy brand faces in markets where audiences range from policy makers to retail consumers.
Outcomes
What Changed After the Training
Specific quantitative outcomes from the Gentari engagement remain confidential under the engagement NDA. The qualitative outcomes shareable with permission are significant.
Cohesive team output matching intended brand standard
After the training, the team’s output across decks, campaigns, social content, and internal communication began to match the brand standard the original brand book had intended. The gap between the document and the daily work narrowed substantially.
Growing market share in Southeast Asia
Gentari has continued to gain market share across its core Southeast Asia operating geographies in the period following the training, supported by stronger brand consistency across regional touchpoints.
Increased inbound inquiry
The team has reported increased inbound inquiry quality across business development and partnership channels, with brand presence becoming a more meaningful contributor to top of funnel engagement.
Stronger regional brand presence
Gentari’s brand presence across Southeast Asia has strengthened, with cohesive output across markets, channels, and vendor partners producing the kind of consistent brand recognition that the original brand book was designed to enable.
These outcomes reflect the compounding effect of a team that has internalised the principles of design, communication, and brand voice rather than continuing to interpret a brand book individually across regions and functions.
What This Means for Your Team
If your marketing or branding team is operating with a brand book that exists but does not show up consistently in daily output, the Gentari engagement is a working template for what a structured intervention can deliver.
Where the Beryl program fits best
– Large corporates with comprehensive brand books that are inconsistently applied across regions, departments, and vendors
– Marketing teams operating across multiple geographies where brand consistency is fragmenting
– Companies in fast moving categories where AI image generation has entered the workflow and producing on brand outputs has become a daily challenge
– Energy, infrastructure, manufacturing, and B2B brands operating in technical categories where complexity, mimicry, and woke washing are real voice risks
– Subsidiaries of larger corporate groups that need to balance institutional credibility with a distinct operating voice
The full curriculum, methodology, and engagement structure is documented on the corporate design training hub page.
Gentari needed a training partner that could combine international design pedagogy with applied agency practice, delivered by founders who personally lead every program rather than handing off to junior trainers. Beryl Agency met that brief.
| Credential | Detail |
|---|---|
| Years of agency practice | 16 years |
| Clients served | 1573 across 19 countries and 67 industries |
| Fortune 500 engagements | 4, including Hyundai and Mobil |
| Akshat Raghava credentials | RISD alumnus, 4-time I Design Award winner, RISD Faculty Award recipient, decade-plus teaching across premier design institutions |
| Prashant Gupta credentials | MICA and IIM Kozhikode, CII National Committee on Design Innovation and Design Policy, 16 years agency leadership |
| Delivery model | Both founders personally deliver every program |
Why Beryl Agency Was the Right Fit for Gentari
Frequently Asked Questions
Who is Gentari and what does the company do
Gentari is a clean energy solutions company and a fully owned subsidiary of Petronas, the Malaysian state owned oil and gas major. The company operates across three core mandates covering renewable energy generation and supply, green hydrogen production and distribution, and sustainable mobility solutions including electric vehicle charging infrastructure. Gentari operates across Southeast Asia and selected international markets, building a distinct brand identity within the broader Petronas group while addressing the energy transition mandate. As a relatively young clean energy brand operating in a fast moving category, Gentari needs its marketing and branding function to balance institutional credibility inherited from the parent group with a distinct, recognisable voice that differentiates the company from other clean energy players. This positioning context shaped the corporate design training engagement Beryl Agency delivered, which was specifically tuned to energy transition messaging, regional Southeast Asia communication standards, and the voice risks that energy brands face including complexity, mimicry, and woke washing. The engagement produced cohesive team output, growing market share in Southeast Asia, increased inbound inquiry, and stronger regional brand presence.
What corporate design training did Beryl Agency conduct for Gentari
Beryl Agency delivered a multi module corporate design and brand training program for Gentari, covering the full curriculum from visual fundamentals through applied AI tools. The program included visual hierarchy and golden ratio typography, storytelling neuroscience, three writing models covering SB7, AIDA, and PAS, verbal identity fundamentals, the five strategies of brand voice, the seven deadly sins of brand voice, a competitive brand voice showdown activity, a four hour mobile and camera photography workshop, and a four hour AI image generation within brand guidelines workshop using Gemini Nano Banana and Midjourney. The program was delivered on site by both founders Prashant Gupta and Akshat Raghava, structured around live exercises using real Gentari brand material rather than generic case studies. Theory was kept tight and application was kept heavy throughout. The brand book was interrogated in the room, existing campaigns were audited against the seven sins of brand voice, vendor emails were rewritten using the three writing models, AI imagery was generated against actual Gentari brand guidelines, and photography was practiced on real subjects. The full engagement was governed by a mutual non disclosure agreement protecting confidential brand material shared during scoping, audit, and live program delivery.
What modules were covered in the Gentari training program
The Gentari training program covered nine core modules across the full Beryl Agency corporate design training curriculum. Module one covered visual hierarchy and golden ratio typography with live audit of existing Gentari decks and templates. Module two covered storytelling as biology rather than creativity, focusing on nervous system signal recognition over polished wordsmithing. Module three covered three foundational writing models, Story Brand SB7, AIDA, and PAS, applied to real Gentari vendor and internal communication scenarios. Module four covered verbal identity fundamentals including the distinction between brand, voice, and tone. Module five covered the five strategies for nailing brand voice including clarity, authenticity, emotional hooks, platform appropriate tone, and avoiding clichés. Module six covered the seven deadly sins of brand voice including virality, complexity, mimicry, pride, perception, tone deafness, and woke washing, with a live diagnostic on Gentari output. Module seven was a 15 minute competitive brand voice showdown activity for paired teams. Module eight was a four hour mobile and camera photography workshop. Module nine was a four hour AI image generation within brand guidelines workshop covering Gemini Nano Banana, Midjourney, and structured prompt engineering. Each module included live application exercises on real brand material.
How was the AI image generation module structured for Gentari
The AI image generation module ran for four hours and was built specifically around Gentari’s actual brand book and visual identity guidelines rather than generic AI training. The session covered Gemini Nano Banana, Midjourney, and structured prompt engineering. Participants learned to use style references that lock visual outputs to specific brand aesthetic patterns, brand fidelity techniques that maintain consistent colour palettes and compositional rules, prompt libraries that produce repeatable on brand outputs across team members, and approval workflows that integrate AI generated visuals into existing creative review systems. The session was entirely hands on. Teams worked with the real Gentari brand book, real campaign briefs from active and recent projects, and produced real outputs during the workshop that were critiqued and refined in the room by both founders. The shift was significant. Before the training, the team’s AI imagery experiments consistently produced off brand visuals requiring discard and rework. After the training, the team became capable of producing AI imagery that passes brand review and integrates into live work. This module has since become one of the most asked for components of Beryl Agency’s corporate training practice across all subsequent clients.
What outcomes did Gentari see after the training program
The qualitative outcomes from the Gentari engagement that are shareable under the NDA include four significant shifts. First, cohesive team output across decks, campaigns, social content, and internal communication began to match the brand standard the original brand book had intended, narrowing the gap between document and daily work. Second, Gentari has continued to gain market share across its core Southeast Asia operating geographies in the period following the training, supported by stronger brand consistency across regional touchpoints. Third, the team has reported increased inbound inquiry quality across business development and partnership channels, with brand presence becoming a more meaningful contributor to top of funnel engagement. Fourth, Gentari’s regional brand presence across Southeast Asia has strengthened, with cohesive output across markets, channels, and vendor partners producing the kind of consistent brand recognition the original brand book was designed to enable. Specific quantitative outcomes including market share percentages, inbound inquiry volume, and brand recall metrics remain confidential under the engagement NDA. The qualitative shifts reflect the compounding effect of a team that has internalised the principles of design, communication, and brand voice rather than interpreting a brand book individually across functions.
Why did Gentari choose Beryl Agency for design training
Gentari evaluated several options for corporate design and brand training and selected Beryl Agency for a specific combination of credentials that few alternatives could match. Beryl Agency operates as a working design and branding agency rather than a generic training company, with 16 years of practice, 1573 clients across 19 countries and 67 industries, and four Fortune 500 engagements including Hyundai and Mobil. The training is delivered personally by both founders rather than handed off to junior trainers. Akshat Raghava brings Rhode Island School of Design pedagogical depth as a RISD alumnus, four time I Design Award winner, and RISD Faculty Award recipient, with over a decade of teaching across premier design institutions in India and internationally. Prashant Gupta brings brand strategy depth from MICA and IIM Kozhikode training, a seat on the CII National Committee on Design Innovation and Design Policy, and 16 years of agency leadership. The combination of international design school pedagogy, applied agency practice, brand strategy depth, and Indian and Asian corporate context made Beryl Agency a strong fit for an Asian energy brand operating across Southeast Asia. The closed corporate engagement format also suited Gentari’s confidentiality requirements.
Is the Gentari training program available for other corporates
Yes. The full corporate design training program delivered for Gentari is available for other corporate clients as a closed customised engagement. The core curriculum stays consistent across engagements because the underlying principles of design, storytelling, verbal identity, and brand voice are universal disciplines. What changes is the application layer. Live exercises are rebuilt around your industry, your brand book, your competitors, your customer language, your regulatory context, and your real campaign material. For Gentari, this meant exercises tuned to energy transition messaging and Southeast Asia communication. For your team, the application layer would be rebuilt around your specific context. Beryl Agency does not run public open enrollment cohorts. Every engagement is scoped specifically for a single client and delivered on site to the internal team, optionally including external agency partners and vendors in the same cohort to align the entire creative ecosystem on shared principles. Programs are typically scoped over a one to three day live delivery period followed by four to six weeks of application support. The pre training audit, curriculum customisation, founder led delivery, and post training application support model is identical to the Gentari engagement. The next step is a thirty minute scoping call with Prashant Gupta to evaluate fit and design a program specific to your team.
Can Beryl Agency deliver corporate training in Southeast Asia and other international markets
Yes. Beryl Agency is headquartered in Noida, India, and delivers corporate design and brand training on site across India, the Middle East, Southeast Asia, the United Kingdom, and the United States. Across 16 years of practice, the agency has served 1573 clients across 19 countries and 67 industries, which means the team is comfortable operating across cultural and regional contexts. The Gentari engagement was the most recent Southeast Asia training delivery. For international engagements, both founders travel on site to deliver the program, with travel and venue costs scoped separately during program contracting. International engagements typically require eight to twelve weeks of lead time from initial conversation to live program delivery, due to scheduling, contracting, the pre training audit phase, and travel logistics. For distributed teams across multiple regions, hybrid programs are available that combine live on site sessions in a primary location with remote application clinics over four to six weeks. The training is delivered in English, with Hinglish accommodation for Indian engagements where mixed register helps participants engage more authentically in live exercises. Other languages are not offered directly, although translation partners can be engaged on request for written material when corporate clients require localisation.
How long was the Gentari training engagement
The specific duration and exact dates of the Gentari training engagement are not publicly disclosed under the engagement NDA. In general terms, the program followed Beryl Agency’s standard multi day intensive format, which spans a one to three day live delivery period covering the full curriculum, preceded by a ten to fourteen day pre training audit phase and followed by four to six weeks of post training application support. The audit phase covered Gentari’s existing brand book, recent campaigns across digital and offline channels, social media output, internal communication and presentation templates, and vendor and agency creative output. The findings shaped the curriculum weighting and the live exercises so the program addressed Gentari’s actual gaps rather than delivering a generic version. The live program included the full nine module curriculum with the four hour mobile and camera photography workshop and the four hour AI image generation within brand guidelines workshop integrated into the schedule. Post training support included structured prompts, review windows on live work, and a closing review session where the team presented work produced after the training for assessment against the principles taught. Specific calendar details remain confidential under the engagement.
What is the engagement NDA and why is it relevant
The Gentari engagement is governed by a mutual non disclosure agreement signed before the pre training audit phase began. The NDA covers all confidential brand material shared during scoping, audit, and live program delivery, including unreleased campaigns, internal strategy documents, brand book drafts, financial figures, business sensitive information disclosed in the training room, participant identities, and any case material that emerged during live exercises. This is standard practice for Beryl Agency corporate engagements, particularly for clients in regulated or institutionally sensitive categories. For Gentari specifically, the NDA is why this case study describes qualitative outcomes such as cohesive team output, growing market share in Southeast Asia, increased inbound inquiry, and stronger regional brand presence, but does not disclose specific quantitative figures, exact campaign references, internal strategy material, or named participants. The same confidentiality protocols are available to any prospective corporate client. For engagements with regulated industries such as energy, financial services, healthcare, or government linked organisations, stricter confidentiality structures are accommodated including data handling specifications, on premises only material storage, and restricted publication rights on case studies. Confidentiality is treated as foundational to the engagement rather than as a paperwork formality, which is why every Beryl corporate program operates under written NDA from the audit phase onward.
Who delivered the Gentari training program
Both founders of Beryl Agency personally delivered the Gentari corporate design and brand training program on site. No part of the engagement was delegated to junior trainers, contract facilitators, or third party associates. Prashant Gupta led the brand strategy, verbal identity, brand voice, and writing model modules, drawing on his MICA and IIM Kozhikode training, his seat on the CII National Committee on Design Innovation and Design Policy, and 16 years of running Beryl Agency across 1573 clients in 19 countries. Akshat Raghava led the visual hierarchy, golden ratio typography, photography, and AI image generation modules, drawing on his Rhode Island School of Design alumnus credentials, four I Design Awards, his RISD Faculty Award recognition, and over a decade of teaching design students and mentoring design professionals across premier design institutions in India and internationally. Both founders co delivered the storytelling, brand voice diagnostic, and application clinic sessions. This founder led delivery model is structural to Beryl Agency rather than reserved for high profile engagements. Every Beryl corporate training program is delivered by both founders, which is why the agency runs only six to ten corporate engagements per year rather than scaling capacity through junior trainer networks. The model is non negotiable because the credibility, depth, and applied rigour of the program rests on both founders being physically present.
What schema and structured data should be implemented on this case study page
For SEO and AEO discoverability, the Gentari case study page should implement Article schema as the primary type, with author attribution to Beryl Agency and named contributors Prashant Gupta and Akshat Raghava. Organization schema should mark up Beryl Agency as the publishing entity with founder, address, area served, and contact details. A separate Organization schema reference should mention Gentari as the subject organisation, with Petronas marked as parent organisation. FAQPage schema should mark up the FAQ section with each question and answer pair. BreadcrumbList schema should connect the page to the case studies hub and the home page. Person schema should mark up Prashant Gupta and Akshat Raghava with their credentials, education, awards, and roles. Optional Review or AggregateRating schema can be added if a permitted client quote becomes available in the future. The full schema layer should be deployed in JSON LD format in the page head, validated through Google Rich Results Test, submitted to Google Indexing API via AIOSEO Elite, and monitored in Search Console for structured data warnings.
Ready to Build the Same Capability in Your Team
The Gentari engagement is one example of what a structured corporate design training program can deliver. The next step for your team is a thirty minute scoping call with Prashant Gupta to evaluate fit, walk through the curriculum, and design a program tailored to your brand context.