For the first time in corporate communication, a comprehensive study was conducted in collaboration with an external marketing team to identify the context, consumer, and overall brand archetype. It was done to develop a value proposition and establish a creative concept.
"Para el que busca vivir con los pies en la tierra, Ciudad Maderas es la marca que te ayuda a encontrar 'Tu lugar' porque inspira con su espíritu libre y personalidad que une, buscando sumar experiencias de vida"
"For those looking to ground themselves, Ciudad Maderas is the brand that can help you find 'Your place' by inspiring you with its free spirit and unifying personality, seeking to enhance your life experiences."
Con el master graphic listo, el arquetipo de marca definido, el tono y el discurso claro, de lo que se quería comunicar, fue momento de poner manos a la obra y trabajar con las diferentes materiales para alinear la comunicación de la marca y denotar seriedad, profesionalismo y calidad.
With the master graphic ready, the frame archetype defined, and the tone and clear discourse of what we wanted to communicate, it was time to get to work. We worked with different materials to align the brand's construction and convey seriousness, professionalism, and quality.
