How to rework a brand identity in a respectful way
Caratti Costruzioni
![CCO_Hero CCO_Hero](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_Hero.jpg)
![CCO_00_Mobile_01 CCO_00_Mobile_01](https://www.ander.group/hubfs/CCO_00_Mobile_01.jpg)
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.
![CC0_12 CC0_12](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CC0_12.jpg)
![CCO_02_Mobile CCO_02_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_02_Mobile.jpg)
The journey
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.
Analysis
Workshops. Transversal audit. Market analysis. Competitor Benchmarking. Business Model Analysis. Operations Audit. Corporate Structure Audit.
Strategy
Values definition. Definition of Personas. Definition Unique Selling Proposition.
Creativity
Design of the new logo. Definition of the new colour palette and design of the new graphic identity elements. Creation of the Brand Manual.
Creation
Application of the new identity on all paper and site materials. New brochure. New website. Database optimisation. Legal support for data processing.
![CCO_13 CCO_13](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_13.jpg)
![CCO_01_Mobile CCO_01_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_01_Mobile.jpg)
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.
![CCO_03_02 CCO_03_02](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_03_02.gif)
![CCO_03 CCO_03](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_03.gif)
![CCO_04_02 CCO_04_02](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_04_02.jpg)
![CCO_05_Mobile CCO_05_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_05_Mobile.jpg)
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.
![CCO_02 CCO_02](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_02.jpg)
![CCO_03_Mobile CCO_03_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_03_Mobile.jpg)
Looking back to look forward
![CCO_06_01 CCO_06_01](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_06_01.jpg)
![CCO_06_Mobile CCO_06_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_06_Mobile.jpg)
![CCO_07_Mobile CCO_07_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_07_Mobile.jpg)
A distinctive pattern
![CCO_07 CCO_07](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_07.jpg)
![CCO_08_Mobile CCO_08_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_08_Mobile.jpg)
![CCO_08 CCO_08](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_08.jpg)
![CCO_09_Mobile CCO_09_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_09_Mobile.jpg)
![CCO_10_Mobile CCO_10_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_10_Mobile.jpg)
Offline applications
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.
![CCO_09 CCO_09](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_09.jpg)
![CCO_11_Mobile CCO_11_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_11_Mobile.jpg)
![CCO_10_03 CCO_10_03](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_10_03.jpg)
![CCO_12_Mobile_02 CCO_12_Mobile_02](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_12_Mobile_02.jpg)
![CCO_14 CCO_14](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_14.jpg)
![CCO_15 CCO_15](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_15.jpg)
![CCO_14_Mobile_01 CCO_14_Mobile_01](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_14_Mobile_01.jpg)
The digital experience
Thanks to the Multilingual feature, Caratti's website was created in 3 languages: Italian, English and German. We also chose HubSpot to support the brand's digital evolution in years. We took care of providing legal support for the drafting of the Privacy and Cookie Policy and of importing contacts and optimising the Database. In this way, Caratti has all the tools needed to collect contacts and send targeted communications to its audience.
![CCO_05 CCO_05](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_05.jpg)
![CCO_13_Mobile CCO_13_Mobile](https://www.ander.group/hubfs/AND2021/Images/Work/CCO/CCO_13_Mobile.jpg)