A new brand for new business goals
It may be one of the most complicated fields to innovate, but from the most difficult challenges, the most brilliant jobs appear. Building a brand for a company dedicated to communication/ advertising/marketing involves competing with other companies that have dedicated a lot of attention to their brands and that sometimes also rely on good talent and wise choices. From the strategic research, the name and all the verbal and visual developments of the brand, with Lead Motiv it can be said that Fandom has signed one of the best jobs of this young agency. It responded to the brave steps of a company that bet on creating a new brand and building new business developments and reaching new markets.
Background
Lead Motiv was an online marketing consultancy specialized in web design, SEO and other conventional channels that aimed to make a qualitative and quantitative jump on its activity. To begin with, they moved from a general online marketing to a niche market such as inbound marketing. And, most importantly, their business plans needed to be modified because their portfolio of customers were large companies, in volume and turnover, and the ones they already worked with were smaller.
Referential Naming: Lead Motiv
If the task of naming is never easy, when it comes to baptizing a company in the field of communication (marketing, advertising, rrpp, etc.), everything becomes more difficult. There is no national sectoral competition; It is a global competition. That is why, in the case of this new Inbound Marketing company, we shied away from attractive proposals that were far from its action field.
A more referential name was sought and finally a word game was combined that went from the Leit Motiv (recurring motif in an artistic, musical or literary work) to the Lead, a marketing term to indicate an advantage or, in reality, a sales contact (which is what gives you the advantage), usually known as the main measurement parameters of online marketing campaigns.
Design from the design
One of the basic differences of the new brand is its commitment to use design in all their marketing actions. If in online marketing is frequent (ab) the use of pre-designed icons that do little favor to the brands that employ them, Lead Motiv differs in a careful content that gives meaning to one of the current mantras of marketing people with the sentence “content is king” (a very ugly king in the majority of cases).
Fandom worked from the beginning with aggressive and risky concepts, which close to the artistic side, it show the taste for the design of the new brand. One of the parameters that guided the construction of the brand was to seek a high-impact identity that, at the same time, also reflected the values of effectiveness and results that Lead Motiv managers always wanted to make clear.
The classic studies of movement made by Eadweard Muybridge and the use of recurring motifs and repetitive elements, in reference to the play on words of the brand name, were the pieces of an identity made from design and by and for design games with a brand called to stand out from the beginning in a sector with a high competition.
Finally, the design of all the collateral elements of the brand used the games of simple forms, broad masses of color and photographs stipulated in the line of the visual system of the brand.
In a very short time, Lead Motiv has become a consolidated online inbound and marketing agency. The brave step of opting for a brand change to reach new business developments and open new markets was supported by the strategic decisions that Fandom was able to bring to the new brand. With a solid offer and a brand with a powerful narrative, Lead Motiv is currently a reference agency in digital strategies and online marketing.
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