SPGM - Rebranding Proposal
Brand Strategy, Verbal Identity, Taglines & Copywrite, Visual Identity
The context
May this year (2017) we were invited to create a new identity for Sociedade Portuguesa de Garantia Mútua - SPGM. We were given less than a week to prepare a Proof Of Concept. Despite all the restrictions we respond to the challenge with great enthusiasm and motivation.
The brief
The intention of centralising communication and branding efforts, in order to enable a faster decision-making process, related to these subjects, suggested a monolithic brand architecture model - strengthening the SPGM presence. This way, Super. was asked to do a SPGM rebranding proposal, in a way that would solidify and communicate the brand as a business support promoter.
The challenge
To reinforce SPGM as a national brand reference, highlighting its important role in the country's economy;
Through verbal and visual identity, reflect a new reality of the brand - more human, closer to SMEs, more dynamic, simpler, more coherent and especially, stronger and amplified;
To centralize the brands communication and strength through a monolithic brand architecture.
The concept
SPGM, along with the four SGM (Sociedade de Garantia Mútua), were formed under the National System of Mutual Guarantee, and have joined public and private entities that would later tie their efforts to help SMEs have access to credit. Together they multiply credit access possibilities through financial guarantees. The members of the mutualist community, altogether, produce a bigger effect than the sum of their individual effects. They produce a multiplying effect.
This multiplication concept was the core of our proposal. We created both copywrite content and taglines for the brand as well as the whole visual brand identity.
What we are presenting here is a Proof Of Concept - a verbal and visual concept that proposes a new way of organising the brands communication - that was not selected for implementation.
