Our services
Whether it is existing brands or brands to be conceived, we have the ability to cover the full range of services from conceptual brand development to real-world implementation.
Strategy
We define a central concept and a clear structure.
Expression
We create a distinctive and memorable brand identity.
Experience
We activate and manage the brand over time.
Strategy
Brand diagnosis
Brand diagnosis consists of understanding the context in which the organization competes, its strategic foundations are and how it is perceived by its key audiences. The goal is to identify brand challenges and differentiation opportunities.
We analyze the market to understand what context the organization operates in, what external factors affect its growth, what its competitive environment is like and what challenges the brand faces. The process includes::
- Industry trends
- Leading players’ benchmarking
- Competitor analysis
- Key audience analysis
We analyze the organization to understand its business strategy, the impact of its communications on the market and how it is perceived by its internal and external audiences. The process includes a review of:
- Strategic foundation
- Communications materials
- Brand perceptions
Brand concept
The brand concept consists of defining the brand's intangible essence of the brand and personality traits to build a solid platform that differentiates the organization from current and emerging competition.
With the brand diagnosis as a starting point, we define a brand positioning for the organization that is credible, relevant, distinctive and sustainable. Positioning must emerge from the organization’s unique capabilities and opportunities. The process includes:
- Identify areas of opportunity
- Evaluate alternative concepts
- Define positioning
- Visualize the final concept
We define brand attributes that describe the spirit and essence of the organization’s brand. Brand attributes serve as a guide and filter for the creation and execution of communication materials. The process includes:
- Perceived attributes list
- Attribute grouping
- Description and display
Brand structure
The brand structure consists of clarifying the role of each brand in the portfolio and its relationship to other brands in the organization. This includes an analysis of the corporate brand, business unit brands and products and service brands, among others.
We develop a brand architecture to organize, classify and prioritize the organization’s value proposition. A clear brand architecture that adapts to changes in the market is a fundamental pillar of a sustainable brand strategy. The process includes:
- Offerings classification
- Portfolio optimization
- Role of the corporate brand
- New business integration
- Transition models
We developed a clear and easy-to-navigate naming system for the products and services portfolio. An intuitive nomenclature helps audiences better understand the organization’s value offering. The process includes:
- Name audit
- Conceptual definition
- Creation of names
- Name display
- Family formation
- Line extensions
- Naming Guide
Expression
Verbal identity
Verbal identity consists of defining the name of the organization and creating taglines, messages and a distinctive tone for the brand that determines what we say in our communications. and how we express it.
We create a distinctive and memorable name that is aligned with the brand strategy and communicates the essence of the organization. The name is the heart of the identity and a fundamental pillar in the construction of the brand. The process includes:
- Definition of criteria
- Name generation
- Selection of names
- Name evaluation
- Selection of finalists
- Preliminary verification
- Choice and registration
We create a distinctive and memorable tagline that communicates the essence of the organization. The tagline synthesizes the positioning and helps the brand to be immediately remembered by the relevant audiences. The process includes:
- Criteria development
- Taglines generation
- Selection of taglines
- Tagline evaluation
- Preliminary verification
- Choice of final tagline
We develop a message platform to expand the concept of positioning and adapt communication to the needs of different audiences. These messages serve to ensure that copy creation is consistent across all channels. The process includes:
- Identify critical issues
- Message development
- Posts by audience
- Messages per channel
- Message guide
Visual identity
Visual identity consists of creating a logo and visually expressing the essence of the brand through different visual elements such as typography, colors, images and icons, among others.
We create a distinctive logo for the organization that synthesizes the essence of the brand in a singular graphic expression. The logo is the most visible expression of the brand. The logo development process includes:
- Design brief
- Concept exploration
- Selection of candidates
- Logo refinement
- Logo guidelines
We create a visual system that communicates the essence of the brand. This system is composed of a set of visual elements that help to build a proprietary identity for the brand. The visual system development process includes:
- Concept exploration
- Definition of fonts
- Definition of colors
- Use of images
- System refinement
- Usage guidelines
We apply the logo and visual system to a set of communication materials. The application of visual elements to the organization’s materials allows us to evaluate the effectiveness of the identity system. Application design includes:
- Application selection
- Digital media
- Printed media
- Physical applications
- Usage guidelines
Digital identity
Digital identity consists of defining those audiovisual and interactive design elements that are necessary to apply the brand consistently to digital media and create intuitive, usable and powerful interfaces.
We create a set of components for the user interface in digital media. Web component design is a combination of visual element design, interface animation, and content. The process includes:
- Context of use
- Concept and structure
The goal of user interface design is to make user interaction simple and efficient. The interfaces can be different types of website or mobile applications. The process includes:
- Digital audit
- Design and development
- Interface design
- Prototype construction
Experience
Content creation
The creation of content consists of developing a variety of communication materials so that the principles that govern the brand identity are brought to life through the content including texts, images, audio and video formats.
The development of digital media consists of establishing graphic guidelines for digital communication channels such as email, websites, social networks, online publications and mobile applications. Applications designed at this stage include:
- Websites
- Social media
- Email formats
- Online publications
- Online advertising
- Mobile apps
The development of print media consists of establishing the graphic guidelines for the different print communication channels such as stationery, forms, brochures, print advertisements and publications, among others. Applications designed at this stage include:
- Stationery
- Forms
- Brochures
- Publications
- Advertisements
- Pop material
Brand activation
Brand activation involves converting the brand to the new identity, that is, launching the brand in the marketplace and implementing the brand experience at all points of contact with key audiences.
We develop a plan to launch the new brand identity in the marketplace taking into account the launch objectives, timeline and the budget defined by the organization. The process stages include::
- Launch strategy
- Creation of materials
- Process monitoring
We help the organization during the brand launch and implementation process, which consists of converting all communication materials to the new brand identity.
- Strategic advisory
- Implementation process monitoring
Brand integration
Brand integration is about ensuring that the brand experience is consistent across all communication channels. For that, we train key audiences and create tools to manage the brand.
We prepare presentations and hold workshops to train audiences who are responsible for creating communication materials or representing the organization. The training process includes:
- Workshop planning
- Workshop development
We develop a brand portal that can evolve as the organization grows. This portal contains the organization’s brand guidelines and brand assets on a single website. The process to develop the portal includes:
- Brand materials audit
- Content creation
- Site navigation map
- Platform design
- Site construction
- Usability testing
- Hosting and maintenance
- Performance measurement