How to rework a brand identity in a respectful way
Client and brands
Caratti Costruzioni has been active in Ticino for almost 60 years in the design, construction and renovation of buildings. The company operates from Morcote headquarter with a team of over 30 professionals and constantly invests in their employees training.
For Caratti we have worked on a big project, with the aim of analysing and optimising the company's Business Model and its communication, from the new Brand Identity to the Online and Offline applications.
The Caratti project has given us - and is giving us - a lot of satisfaction: the client trusted and asked us to walk next to each other in a long-term path.
Workshops. Transversal audit. Market analysis. Competitor Benchmarking. Business Model Analysis. Operations Audit. Corporate Structure Audit.
Values definition. Definition of Personas. Definition Unique Selling Proposition.
Design of the new logo. Definition of the new colour palette and design of the new graphic identity elements. Creation of the Brand Manual.
Application of the new identity on all paper and site materials. New brochure. New website. Database optimisation. Legal support for data processing.
A whole analysis
This partnership with Caratti highlighted a number of issues that the client never tought about: is the Business Model successful? Is the company managed in the best possible way? What is the company's positioning compared to its competitors? After collecting data and impressions from the client during a series of collaborative workshops, we finally provided answers to all these questions.
In particular, we made a market research on the construction sector in Ticino and specific audits on competitors, corporate structure and operations, according to what Caratti wanted to focus on. From this phase it was clear that the company needed to invest in communication and marketing in a structured way in order to gather new contacts.
A new identity built on solid roots
A preliminary strategic work is essential to simplify and make more effective the creative process. Before talking about logos and graphics, we focused on defining the company's values and its Unique Selling Proposition.
Here's the result: Caratti's strength lies in its human relationship and its mix of design and technical skills: it is a partner that walks clients through every stage of the construction process and turns their requests into beautiful, safe properties. Using the words of the Payoff we created: Caratti creates with a purpose.
Looking back to look forward
A distinctive pattern
The Pattern was then used to create the graphics for all the company's media: from administrative prints, such as business cards, letterheads and folders, to construction site equipment.
The digital experience