Lauff Strategic Solutions, a marketing agency specializing in traffic management, came to us with the challenge of creating a visual identity that incorporated its values and objectives as a company, and its trajectory.
The objective was to create an emotional connection with its target audience, made up of entrepreneurs and businesspeople of all sizes and sectors, conveying the idea that Lauff was not just a company, but a genuine extension of its founder.
The process began with a discovery phase, to extract the core purpose that drove the Lauff brand. What emerged was to make it clear that Lauff was not just an agency: it was a partner committed to its clients' success journey.
We translated the brand persona into an archetype of wisdom, magic, and transformation capacity that Lauff brings to his client's businesses. The choice of archetype influenced the selection of colors, tone of voice, and the choice of images later used by the brand.
In the naming phase, we chose to use the founder's surname, reinforcing Rafael's authority and personal experience, and adding a unique narrative to the brand.
The resulting visual identity is a symphony of carefully selected cores. Navy blue conveyed seriousness and reliability, while lighter and more vibrant tones added a touch of irreverence and originality.
The curvilinear and friendly formats of the visual identity reflected a close and open approach to customers, maintaining the commitment to excellence that the brand represented.
This identity not only conveyed a deep connection with the public but also reinforced the company's surrogacy and authority in a highly competitive traffic management market.
Lauff was now positioned as a brand that not only offered services but also shared a story and a journey.
