DAHER
Consulting engineering and technology
Client: Daher - Engineering Technology
Time of experience in the market: 35 years
Segment: Engineering consultancy with an emphasis on concrete.
Performance: Having cases in housing, industrial, ports and airports, wind power stations, hydroelectric plants, paving works, among others.
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WHAT HAVE WE DONE:
brand diagnosis:
internal analysis
market/competition analysis
trend analysis
definition of target audiences
customer interview
(Perceived image analysis)
interview with internal team, board and partners (self-image)
communication swot
positioning and visual identity:
brand platform
brand manifest
slogan
logo and branding
brandbook and application manual
launch promotional action
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BEFORE
LATER
35 years of reputation and recognition
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The company that was born from the differentiated vision of its president, César Daher, brought many customers and made the company always ahead of the market. The growth was fast and natural, based on the creation of new technologies and the development of personalized services. In a short time, a large part of the works in Curitiba had a partnership with Daher, whose endorsement became synonymous with a technical guarantee, to the point that customers requested a plaque with the Daher brand to put on the façade of their work.
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Challenge
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Over these decades, a lot has changed in the engineering consulting market, with new players, younger professionals with different proposals entering. Our challenge was to portray Daher's current positioning, without losing its essence. The 35-year experience, pioneer in the most advanced technologies in concrete, exclusive services and a vision as innovative as it is current.
SLOGAN
Our foundation is innovation. ​
SIGNATURE
Represents the company's core business.
The "technology in engineering" signature has been updated to Daher's current service offering format, which is much broader and more in-depth, with:
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Consulting engineering and technology.
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PURPOSE
It is the central reason for a brand to exist. The most fundamental thing it has to offer society.
Providing long-term safety and quality of life for the families that inhabit the projects where Daher operates.
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VISUAL IDENTITY
TRADITION ALLIED WITH NEW TIMES
The new visual identity aims to represent the new phase of a company that is constantly being updated, where Daher contributes with new techniques and advanced technologies. All this, with the experience and tradition of 35 years.
The structural logic was maintained: the "D" being the brand's main symbol and endorsement, but now drawn in 3D, simulating an organic movement - representing the company's malleability and empathy with its customers. It is cyclical, as Daher's participation in the work is in constant development.
The old blue was replaced by a gradient with different shades of blue, demonstrating the company's conceptual application. Orange was added to the main palette, as the warm colors refer to the "human" side of the company, as the interviewed customers reported that they greatly valued the company's extremely personal and personalized service.
MANIFEST
THIS IS OUR FLAG!
The essence of the brand is represented in the manifest text, intoned by the new communication tone.
HELLO WE ARE THE NEW DAHER!
​ launch action
To launch the new positioning, we created a direct marketing action where each customer received a super conceptual gift: a watch made of concrete, molded by Daher herself. Telling a little about the new step and the current positioning.
