MRôlo
rebranding
Brand Strategy :: Futurista
Design :: Carlos Vieira
Project type ::
branding
identity design
Challenge
MRôlo, a leading company operating in the Fashion Retail Equipment Business for 20 years, asked us to structure their brand and refresh their brand identity.
Process
Our work consisted on researching company’s capabilities, products and services, to capture the source of value, understand their identity and structure their offer.
After an in-depth analysis, we identified several problems that went beyond the initial challenge. The most critical was the gap between the company’s self image and their true identity and capabilities.
The company started as a distribution partner, representing several international brands, but slowly expanded their capabilities beyond distribution. They had experience in customisation, repairing and second life services; and they ventured into mannequin and busts manufacturing business and retail design. However, they still saw themselves as a distribution company, failing to understand their creative and production abilities. And, because the company failed to identify their true value, they weren’t converting their capabilities into services, had poor presentation skills, and failed to maximise sales.
Solution
Since MRôlo was a client-oriented company, with a reputation for their high levels of service and loyalty, we focused on defining and structuring those services, converting MRôlo into a creative production partner.
We conducted top management workshops to identify and structure all the invisible activities they performed daily, to decide which of those could be productised and made visible.
We focused the new value proposition on customisation and second life services.
The tag-line, Living character, expresses MRôlo’s ability to transform and give a new life and a new character to the mannequins they work on, with a focus on services.
Brand identity has been designed, along with key touch points, using the ô of MRôlo to communicate thrill and surprise of an open mouth.
Solution
Since MRôlo was a client-oriented company, with a reputation for their high levels of service and loyalty, we focused on defining and structuring those services, converting MRôlo into a creative production partner.
We conducted top management workshops to identify and structure all the invisible activities they performed daily, to decide which of those could be productised and made visible. And we focused the new value proposition focused on customisation and second life services.
The tag-line, Living character, expresses MRôlo’s ability to transform and give a new life and a new character to the mannequins they work on, with a focus on services.
Brand identity has been designed, along with key touch points, using the ô of MRôlo to communicate thrill and surprise of an open mouth.