Ecofort – brand strategy and visual identity
Ecofort is one of the largest providers of solutions for ventilated facades in Romania. Internal analyses and feedback from the sales force signaled the need for repositioning. The company has in its portfolio products intended for both economy and premium projects. The company’s image made it difficult to sell premium solutions. Toud had to do something to change the perception of the brand. The barometer in this sense was the perception of a certain category of audience, a very exigent one, the architects.
Preliminary analyses showed that there was a need for organizational transformation and not just communication management.
We made a workgroup that included key people in the organization and set off. We went through a number of workshops to revalidate the values of the organization, the vision, the mission, and other elements that underline the brand. We analyzed the competition and created positioning maps. We talked about brand personality and tried to identify the directions which best reflect the spirit of the organization. We wanted that the whole strategic approach of the brand to be translated into a formula that is easy for the public to understand. We needed in that respect an understanding of the audience.
A process of visual identity construction followed. The solution was to build from scratch, to let behind the visual elements used previously.
We continued with the process of revitalizing the communication channels. We rebuilt the website through a design thinking process with UX and UI components. We rethought the communication in social media channels and adjusted the visual identity there as well.
The project lasted for about 6 months. In every stage, we took great care of details. We sought to fully understand the interaction with the most refined audience, architects, and to build a super experience.