The challenge of the project was to revitalize the B2B Match brand, which had faced challenges since its launch related to visual application and brand cohesion. These issues had negatively affected the desired perception over time. The analysis carried out revealed a lack of organized communication structure, with associations that were often detrimental to the brand's image due to a lack of visual cohesion. In addition, B2B Match is part of a brand architecture that includes five other brands, requiring a cohesive visual identity to ensure continuity between all the brands involved.
Based on the initial analyses carried out during the research and diagnosis stages, we realized that the brand needed to be dynamic and adaptable to the group's other brands. With this in mind, we sought to develop a communication that reflected a functional concept applicable to all of them. Thus, we created a symbol from which it was possible to build a replicable visual identity, thanks to its simplicity of application.
Our symbol consists of symmetrical crescent shapes that form a circle around an empty central space, representing the elegant and harmonious union of leaders, ideas and companies.
The colors chosen are also a fundamental part of this process: the main identity is monochrome, while specific colors are used to distinguish each event or experience, thus ensuring a cohesive visual unity.
