The CONSVIP story

After years of established activity in training, consultancy and grant-funded projects, CONSVIP faced a fundamental strategic need: to revisit its brand identity in order to consolidate the role of each business unit and take a higher, more coherent position in the market.

Where do you start?

This is a story of evolution that led to a complete reorganisation and an original rebranding.

The starting point of this journey was a clear need: to reform the brand’s structure and modernise a corporate image represented by a logo dating from the 1980s.

CONSVIP’s business units were also separate, with different audiences:

• the vocational school and higher technical training courses;
• grant-funded training projects for individuals and small and medium-sized businesses;
• management consultancy for medium and large companies and HR services.

The main problem was therefore both aesthetic and structural: the business units lacked a coordinated, recognisable identity, and the parent brand, CONSVIP, needed a new position in order to express the company’s value fully.

The challenge?

To create coherence and synergy between the business units without losing what is specific to each.

OTO Agency came in as the expert guide for this rebranding and brand architecture work.

Through painstaking listening and analysis, OTO was able to get to the heart of the company, understanding the client’s requirements thoroughly and translating them into a new visual and strategic identity.

The first phase was in-depth strategic consultancy, which for each business unit produced:

• a brand architecture
• values, mission and vision
• a payoff and a name
• new logos and a visual identity.

The rebranding also made it possible to design a coordinated identity and a single position, in which CONSVIP takes on the role of guarantor of the overall value.

OTO Agency therefore decided to adopt the endorsed brands model, a strategy that now allows the business units to keep their own distinctive identity while benefiting from the credibility and authority of the parent brand.

That approach made it possible to combine coherence and recognisability while respecting what is particular to each business unit.

CONSVIP‘s rebranding required numerous internal stages. The management team took an active part in every phase, sharing the results with colleagues and listening to their feedback.

It was precisely that collaborative approach that allowed us to arrive at a coherent new image, able to represent each business unit as well as possible.

For us at OTO Agency, the main challenges in supporting the client were significant:

• Identifying names and payoffs: finding solutions that respected the brand’s history while projecting it into the future with fresh, original language.
• Modernising the logos: keeping the essence of the old marks but with cleaner lines, a modern aesthetic and brighter colours, in keeping with the sector. The new design improved legibility, particularly at smaller sizes, where the previous pictogram was difficult to reproduce without losing quality. Particular attention was also paid to visual cohesion, to ensure the new identity could be reproduced easily across different media, print and digital alike.
• Marketing plan: defining a programme of actions for lead generation and awareness, setting priorities, budgets and timings.

When OTO Agency embarked on the rebranding for CONSVIP, one of the most important aspects to address was the naming of the different business units.

At the outset, CONSVIP’s business units had no distinctive, cohesive identity, which created a barrier to communication and to the brand’s positioning. Here is how the OTO team developed the names of the three units:

Echo was chosen for the unit dedicated to grant-funded training projects. The word “echo” evokes the idea of multiplying knowledge, amplifying awareness and promoting learning as a continuous exchange.

The term also symbolises the principle of collaboration and the idea of an echo spreading outwards, opening up new possibilities and positive change.

We identified the name Lumi for the vocational school and higher technical courses, as it conveys an image of clarity and direction.

Lumi — from the Italian for lights — sheds light on students’ futures, indicates the direction to take and represents confidence in their abilities.

The name also connects to the idea of the “light of learning”, a symbol of the growth and skill that accompany students through their training. A name that embodies optimism and hope in reaching one’s goals.

Nexa derives from the perfect passive participle of the Latin verb “nectere”, meaning “to bind”,

“to weave” or “to connect”. At OTO we developed this name for the unit dedicated to management consultancy and HR services, as it evokes the idea of connection between people, ideas and solutions.

“Nexa” suggests a strong bond between the company and its clients, creating solid, interwoven relationships.

A prior-use search also showed that the name Nexa is not widely used by other consultancies in the same geographical area, making it distinctive and well suited to representing CONSVIP’s business unit.

The choice of names for the business units was fundamental in giving each its own identity while maintaining a strong, clear connection to the parent brand, CONSVIP.

The endorsed brands strategy adopted by OTO Agency allowed the individual units to retain their distinctiveness and autonomy while benefiting from the credibility and authority of the parent brand.

That approach answered the need for coherent, focused communication that would give each business unit its proper weight without compromising the integrity of the company as a whole.

The naming process therefore played a key role in defining each unit’s identity, building a strong link with the CONSVIP brand, and contributed significantly to the overall success of the rebranding.

The result of the work we did at OTO Agency to support CONSVIP through its rebranding and repositioning was a success on several fronts:

• A reorganised brand architecture: each business unit now has a clear, defined role within the group, with coordinated communication that gives its distinctiveness its proper weight.
• New logos and a coordinated identity: the entire visual system was rethought to convey professionalism and modernity.
• Greater internal awareness: the CONSVIP team gained a new understanding of its own role, with renewed enthusiasm for communicating the company’s values.
• Updated commercial materials: brochures and digital content reflecting the group’s new identity are in development.

Through OTO‘s work, CONSVIP also gained a clear strategy for the future. The new marketing and communication plan was structured to guide the company’s promotional activity, with focused actions for each business unit.

The new website will complete the transformation, offering a digital experience consistent with CONSVIP’s new identity.

CONSVIP‘s journey ends with a new self-awareness and a clear view of its own future. With our support, the company faced its challenges and came out of them stronger, ready to reach new milestones in training and consultancy.

On this project, OTO showed itself to be a strategic partner able to support its clients through complex programmes of growth, offering bespoke solutions for tangible results that change the course of a company’s history.