We untied one knot at a time, applying our I.A.R. method. (Ideas, Actions, Results) to the principles of Brand Design.
The first phase included holding interviews to get to know the team and so delve into all aspects of the company, identifying the stakeholders and getting an idea of the Buyer Personas.
This allowed us to reconstruct the company values, which we then translated into five keywords: super-specialisation, responsibility, strategic approach, independence and internationalisation.
Applying the archetypal branding technique, we then reconstructed the traits of the Brand Character, recognising it in the figure of the Sage as conceived by the Jungian theory.
The next step in our de-construction process involved the naming analysis of the competitors identified as relevant players within the market.
Once this first phase was completed, the study of the naming and payoff began with the aim of rendering all the assimilated concepts into a name that embodied them with accuracy.
To do so, we renewed the brand name from Studio Frosio, with references to a strongly Italian and artisanal way of understanding engineering consultancy, to Frosio Next, a name synonymous with the future, innovation and ‘next steps’.
This was followed by the payoff study phase: Strategies for water.
The word ‘strategies’ refers to the military sector and presupposes an affirmative, decisive, strategist’s approach.
This implied a new way of understanding the engineer, as a strategic consultant who, after an in-depth study of the specific case, is able to combine tools and methods as weapons in pursuit of the customer’s objective.