About the project:
Due to a dynamic e-learning sector and an evolution in the business model, the company decides to evolve its brand. Co-creative workshops are conducted to create an inspiring purpose. Competitor benchmarking in branding and communications is carried out. Creation of a brand strategy where dynamism, versatility, and adaptability become fundamental drivers, resulting in a brand system where the concept of 'empowerment' becomes tangible.
Architectural system for 4 different needs:
Brands for 2 new services (Content Generation and Support). Brands to identify different audiences. Writing system to personalize proposals and presentations for each client. System to unify and regulate the CognosOnline logo with client or supplier logos.
Brand touchpoints and brand manual:
Redesign of all online and offline touchpoints. Creation of brand manual and toolkits (according to the audience) incorporating the company's new strategic direction, brand graphic guidelines, and multichannel communication guidelines.
Redesign of all online and offline touchpoints. Creation of brand manual and toolkits (according to the audience) incorporating the company's new strategic direction, brand graphic guidelines, and multichannel communication guidelines.
Marketing and communications per audience:
Workshops with area leaders to identify the mindset of the audiences, define the brand archetype, create value propositions (general, by service, and by audience) aligning commercial and marketing needs with the needs and opportunities of each audience. Graphic and writing guidelines are defined for online and offline campaigns for each key person in each audience.
Acknowledgment:
Working team: Nicolás Duarte. Manuel Payán (Creative Advisory).
CognosOnline team: Isabel Reyes (LAC Marketing), CognosOnline Area Leaders
