THE CHALLENGER
Brand Situation
With solid knowledge of the market acquired during the first ten years of existence and holding a leading position in the transportation and construction directories, Ygrec commissioned Brandient for what it appeared to be a regular redesign of the corporate and portfolio identities.
The brand audit interviews with the leader Sorin Sarba—Ygrec’s owner and manager—and with top management employees revealed instead deeper needs, closely linked to the company’s evolution from an entrepreneurial entity to a corporation, on a highly competitive market and in a category that kept on delivering the same promise over the last 100 years to the consumers across countries. A diligent look into the corporate DNA and setting up a portfolio strategy became priorities.
Brandient’s Approach & Solutions
Brandient helped Ygrec become fully aware of its challenger position in the category and provided the company with the right tools in order to evolve from a media seller mindset to a thorough publisher brand, with the consequent behavior and standards. This change was infused throughout the many layers of the business:
- Renewed corporate vision and the quest for appropriate internal values, able to support the emergence of a challenger behavior;
- Ygrec repositioning, in the attempt to establish the brand within the category, and reconsideration of the portfolio strategy;
- Corporate visual identity redesign;
- Directories redesign.
The new corporate and product identity became the main anchor of the brand inside the publishing category. The introduction of the right chromatic and symbolic claims of the category, deeply rooted in consumers’ minds, was the key for strategic decision. Therefore, the design plays both a strategic and a functional role in providing clear and well-structured information, vital for directories business. This aspect is fully reflected by the design of Ygrec directories, the publisher’s most visible brand vectors.
Duration of the project: 11 months, from November 2007 to September 2008.
