Brand Identity and Design Applications, Positioning Strategy, Brand Strategy, Web design, Brand Guidelines
Dare Digital, part of the Frank communication group, needed a brand refresh strategy, brand identity redesign and a top of mind positioning on the digital agencies market in Romania. A name difficult to pass by needed a visual identity just as courageous. The new strategic direction clarifies the two business lines, closely inter-connected: performance marketing and digital strategy. The tagline points out what the identity design conveys in a symbolic manner: Pragmatic Visionaries.The rhinoceros has one of the brightest symbolic profiles in the history of civilization, being associated with force, agility and pragmatism. The bird is a symbol of perspective, of understanding the larger picture, of vision. The pragmatism – vision antithesis, inherent to any entrepreneurial business, has an added dimension that confers memorability and empathy: the synergic team, whose members sustain one another. The duality is expressed by the visual concept and the brand tagline and rhetoric and is a powerful differentiator on a market based on functional, abstract brand approach.