A communication strategy to support the evolution of the Brand

Sandro Sormani

SSO_00
SSO_00_mobile-1
Client Sandro Sormani
Expertise
Marketing, Branding, Digital Design
Year
2018

Client and Goals

Sandro Sormani SA is a Ticino family company active in the field of building renovation. Founded more than 60 years ago as a small company specializing in painting of buildings, today it is a reference point for the local market, on which it proposes itself as Global Contractor. Led by Reto and Mattia Sormani, sons of the founder Sandro, the company has invested heavily in processes, infrastructure and technology in recent years and needed a communication strategy that would support its evolution.


So, it turned to Ander Group with the aim of: giving visibility to a fast-growing company that had never invested in communication in a structured way; bring out the values of the brand through a unique and recognizable identity; clustering services to propose them in a clearer and more effective way; design a new brand that identifies the offer of the company as a construction company; apply the renewed identity of the brand to all communication materials.

SSO_02-1
SSO_02_mobile-1

The Path

Strategy

Analysis of the Ticino context, analysis of the Brand's values, evaluation of the long-term objectives, conception of a communication strategy.

Creativity

Concept, Claim, identity graphic elements, photographic production.

Creation

Brochures, billboard campaign, administrative printed matter, contents, landing page, company vehicle wrapping.

SSO_guidelines_01-2
SSO_guidelines_01-1
SSO_guidelines_02-2
SSO_guidelines_02-1

A project with high strategic value

The project we have created for Sandro Sormani has a high strategic value. The company asked us to support it in a phase of change: after the large investments made in Facility Management, from the restructuring of the headquarters to the technical office, it needed a communication strategy to support its expansion.

SSO_animazione_02
SSO_animazione_02
SSO_03B
SSO_03_mobile
SSO_05
SSO_06B_mobile

Workshops: the starting point

The first part of the project involved the creation of a new Claim: to do this, we held a number of collaborative workshops alongside the client to delve into the company's long history, its successes, critical issues and values. These meetings guided us towards the creation of the new Claim: "Una mano di valore".

SSO_08-1
SSO_09_mobile-1
SSO_Animated
SSO_Animated_mobile-2

A Claim of Value

A phrase that well summarizes the value produced by the Brand: Sandro Sormani is not a simple painting company: it does not just "cover" to hide, but discovers the surfaces and enhances them."Una mano di valore" is a strong promise, a commitment to offer value to customers through daily work. The new Claim was then supported by a creativity that replicates the strokes of paint, in the corporate colors of the company.


Another strategic result produced by the Workshops was the reorganization of services, which we grouped into 4 Clusters: Painting, Security, Services and Consulting, and Decorating and Design. These categories have been the new basis of the commercial offer and the starting point for organizing the contents of the brochure and website.

SSO_07
SSO_07_mobile

Sormani360: From Specialist to Global Contractor

After slightly modifying the logo and defining the rules for using the corporate colors of the brand, we applied the new identity to all materials: a photographic brochure, for which we also created the content, administrative prints, a one-page website, and the headers of the social channels. And then two big news for Sandro Sormani, which for the first time has invested in its visibility: a press campaign and a billboard campaign.


The evolution of the company's strategy in recent years has finally led to its increasing use as a Global Contractor: that is, as a construction company able to take charge, through partnerships with specialists and craftsmen, of all phases of construction of a property. To give strength to this business, we have created the Sormani360 brand.

SSO_laptop_simulation
SSO_laptop_simulation_mobile

To get to the heart of its target audience, a brand needs a story to tell. We design stories.