Business founders usually see their companies as, well, a business. It is notoriously difficult for someone with such responsibility and background to think of it as a “brand”, let alone distill its DNA into a handful of words. Embarking on a branding exercise without a clear direction a fool’s errand.
So we started by conducting two brand therapy sessions with Toro’s founder and senior team from which a strategy emerged: the design would have to embody Toro’s Sophisticated Tenacity and communicate Empowerment as delivered by a solid network.
We think a most elegant solution was reached, one with multiple lectures.
Take a look: how many you can find? (full list at bottom of this page*)
*multiple meanings behind Toro Advisors branding:
An environmental start-up wanted to become the go-to brand for sustainability in the Spanish speaking world. This is how we helped.
OBJECTIVE identify the most promising positioning and design the brand identity.
CHALLENGE an improvised brand, tiny budgets, a crowded market.
INSIGHT the environmentally passionate were already onboard. To acquire scale, Sustentator had to recruit the 99% who were turning a deaf ear to the depressing news of melting ice caps and climate change.
SOLUTION first we re-positioned Sustentator as the Pragmatic Optimistic: when speaking of commuting by bike for example, we went from talking carbon footprint to calories lost and money saved instead.
Then we designed the brand identity, with a clear brand architecture: the Sustentator master brand on top, supported by distinct B2B and B2C business units, each with its own branding and online presence.
Today Sustentator holds annual conferences, provides solar energy solutions to an ever-growing number of farms and houses and LifeGuard stations along Argentina’s coast.
Facebook fans jumped from 5,000 to over two million and counting.