Sustentator From blog to market leader and acquisition.
ASK: define the strategy, brand identity and digital presence of an environmental start-up.
OBJECTIVE: going from niche to mass:. To transform a hungry blog into the leading sustainability brand in the Spanish-speaking world.
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 re-positioning 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.
“The team at Chaco is passionate, professional and proficient. Working with them was a fundamental step in growing our brand”
-Daniel Nofal, founder, CEO. Buenos Aires
RESULTS:
- Daily social media engagement grew from 5K to over 2M
- In 2019 the brand was acquired by YPF, one of the largest energy companies of the southern hemisphere
- Today Sustentator holds annual conferences, provides solar energy solutions to an ever-growing number of farms households, businesses and LifeGuard stations along the Atlantic coast
BRAND GUIDELINES
