Sustentator From blog to market leader and acquisition.
![man with red beanie](https://chaco.cc/wp-content/uploads/2021/05/Sustentator_Brand_Guidelines_lowres.jpg)
![man with red beanie](https://chaco.cc/wp-content/uploads/2021/05/Sustentator_Brand_Guidelines_lowres.jpg)
![man with red beanie](https://chaco.cc/wp-content/uploads/2021/05/Sustentator_Brand_Guidelines_lowres.jpg)
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.
![Sustentator_Brand_Guidelines_img](https://chaco.cc/wp-content/uploads/2021/05/Sustentator_Brand_Guidelines_img-e1678907507157.jpg)
![Sustentator_v4](https://chaco.cc/wp-content/uploads/2021/05/Sustentator_v4.gif)
![cousteu-min](https://chaco.cc/wp-content/uploads/2021/05/cousteu-min.png)
“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