Wave Division is a marketing agency with over 20 years of experience in developing and implementing BTL (Below the Line) projects for international and local brands in various industries - FMCG, HORECA, retail, telecom and others. The changes in the social and business context caused by the COVID-19 pandemic have caused the promotion actions carried out by brands at physical points of contact with consumers to be significantly curtailed, or even canceled in many cases, for an indefinite period, leaving the so-called BTL agents without the “object” of work.
To mitigate the negative effects on the business, Wave Division is undergoing a process of reconfiguring its service portfolio and development trajectory. Thus, in the initial discussion with the management team of the agency, we identified together the need for clarification of the vision and strategy, being the right time to reposition the brand in the category.
We conducted a workshop with the agency's extensive team to understand the implications of the changes in activity on people, but above all, to discover the vision, mission and principles around which they rally and on which the new business will be rebuilt. Starting from this, we formulated the brand's story and developed the new visual identity to support the company's future communication efforts in a current, relevant way.
The most interesting thing was to discover that behind Wave Division are people for whom empathy is a common value and it really makes them different in their work, in a category where, most of the time, figures and KPIs are the basis of any interaction. From here we extracted the essence of the brand, which reflects its promise to make possible connections created from empathy, authentic, between brands and people, articulated in the slogan Sensitive connections.
We formulated the story of the Wave brand starting from the fundamentals that underpin its strategy, to define the framework in which future initiatives and actions in the business will develop. We have also defined, thus, the tone of voice and the key messages that will be used in communication.
Clarifying the structure of the service portfolio was the next step we took to help the Wave team in the process of operationalizing the new business vision. In addition, we have defined service categories to exemplify how the new positioning will influence the brand's discourse.
The Wave identity has as its starting point the brand name. Being a very descriptive one, it creates as soon as we read it a very personal and subjective vision of what we should actually see, so we tried to break this association and guide the interpretation from a common, wave, to one with meaning, that of the flag under which the Wave community can gather.
The logo is a dynamic one that supports flexibility and ease in adapting to new conditions. It is built of bold, strong letters that give the impression of a unified, tight-knit community.
Beyond the basics of a visual identity (colors, fonts, images), Wave has a number of components at its disposal that can be merged to easily create layouts with personality. Through organic shapes, lightly drawn freehand or imperfectly cropped photographs, we wanted to bring the brand that human touch that is needed in an empathetic connection.
An important part in the process of activating the new Wave positioning was the development of the communication plan for the coming months. We organized a working session with the Wave team in which we defined the types of messages, channels and actions through which to initiate and fuel the conversation with its clients throughout the different stages of customer journey.
One of the essential tools in communicating with business audiences is the presentation of the agency's credentials. That is why we have developed its structure and content to convincingly convey what Wave is about and what are the arguments on which the value promise it makes to its customers is based. The design of the presentation came to complete the brand message and highlight the new visual identity.
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