Media: Design & Branding
Country (Market): SPAIN
Client: ACTIU
Advertised brand: ACTIU
Links: https://www.actiu.com/en/ https://www.actiu.com/en/compa...
Advert title(s): A year to take our hat off to you
Advertising Agency: GettingBetter Creative Studio (Alicante, Spain)
Creative Director: NOEL LANG
Senior Creative: RUBÉN GANDÍA
Production Company: KAMESTUDIO
Producer: MIGUEL ESTEVE
Date of Release: 21st December 2017
Short Synopsis:
A year to remember where Actiu wanted to say goodbye with a communications campaign intended as a tribute to the main ingredient to its success: the people.
A BRIEF REBRANDING
TO TAKE OUR HAT OFF
• ACTIU, National Design Award 2017, changes its visual identity this Christmas as a tribute to the people who have made possible a year full of successes.
• The campaign, created by the agency Gettingbetter, uses design to communicate intangible assets aligned with the brand’s values and tone of voice.
Alicante, December 26th 2017. Actiu, leading brand in office furniture design and manufacturing, says goodbye to a crucial year in their history, receiving a multitude of awards and recognitions. A 2017 full of milestones, such as the recognition of European Entrepreneur of the Year in the European Business Awards to its founder Vicente Berbegal; the LEED Platinum Certificate which awards the commitment to sustainability in its facilities; and the recent National Design Award 2017.
A year to remember where Actiu wanted to say goodbye with a communications campaign intended as a tribute to the main ingredient to its success: the people. Be it clients, collaborators, followers, colleagues, family or friends. So, Actiu dedicates this campaign to them and it does do so by literally taking its hat off to them, an iconic element in its visual identity.
“The temporary restyling of Actiu’s visual identity, based on taking the iconic hat off from their logo, was an opportunity that we couldn’t miss to mark a year full of successes for the company”, states Noel Lang, Gettingbetter’s Creative Director, the agency responsible for the campaign. A brand activation “aligned with the values and tone of a leading brand but close and spontaneous that also allows us to reflect on the importance of the branding through a simple change in the brand’s logo”, Lang adds.
A rebranding project that has been exclusively implemented over Christmas in the main online and offline contact points for the brand: social media, website, packaging, corporate material and signage, among others.
The strategy was also completed with direct marketing consisting of sending a physical replica of the hat from Actiu’s visual identity, momentarily stripped back, redesigned as a flower pot and accompanied by a plant to improve the work space. “Our idea was to communicate to the different fans of Actiu that part of the brand’s success is theirs... and nothing does this better than giving them a part of its corporate identity” Rubén Gandía concludes, Senior Creative for the agency in Alicante responsible for this concept and who often collaborates with Actiu as a strategic partner.