Rejuvenating Legacy: The Reale Seguros Brand Identity Refresh

I had the privilege of overseeing the ambitious project of crafting a new brand identity, both visual and verbal, for Reale Seguros. The goal was to construct a comprehensive brand guide that would serve as a roadmap for any external collaborator, thus promoting a coherent and consistent brand image across all communication materials and platforms.

The challenge was to refresh the brand identity without modifying some of the cornerstone assets, such as the logo, typography, and main colors that were already well-associated with the brand. We approached this by enriching the color palette with a new shade, adding a bold typeface to the type roster, and defining explicit guidelines for photography and illustration use.

Furthermore, we developed a fresh set of visual elements for use in all marketing materials, both online and offline, strengthening differentiation and boosting brand recognition, and updated the verbal guidelines to ensure clarity and coherence.

The resulting brand identity refresh was a unique blend of novel and familiar, firmly rooted in Reale's traditional brand values, thereby rejuvenating the brand narrative.

These thoughtfully curated guidelines were implemented across all brand communications and platforms, resulting in a seamlessly cohesive brand narrative that strongly resonated with audiences.

The outcome was a revitalized visual identity with a distinctive look and feel and a comprehensive brand guideline book that served as a robust framework for the brand's visual and verbal narrative.

This project underscores how strategic thinking, coupled with creative expertise, can rejuvenate a brand while maintaining its heritage, offering a path to differentiation in a crowded market space.