GRIID ENGENHARIA | BRANDING
The company was already 30 years old, but nobody recognised it as a business. Instead, people used to refer to the partner´s name: Renato Araujo or Cristina Mohallem. In order to prepare the business growth and to enter a new market, we decided to rebrand the company.
NAMING
I partnered up with a copywriter early in the process to define a new name for the company. After several workdays, we defined that Griid would be the chosen one. It relates to order, layout, architecture. We also defined that we would use the words "residential engineering" in order to specify our core business and start working towards a brand positioning.
THE BRAND DESIGN
Working with an old time partner, Laura Del Rey, I ran a sprint on the brand design and after a week we had come up with the final logo and visual identity.
BRANDING STRATEGY
As a small company, we were focused first on establishing a clear and nice communication with our costumers and prospects. Therefore, we concentrated our efforts in having nice design and print stationary and creating construction site touch points, such as personalized breakfasts for our meetings.
Our second, but no less important objective, was to involve our employees in this effort, ensuring that they understood that they worked for a new brand and played an important part in its construction: every action they had would count as a brand's action.
