Project information
It is a furniture and household goods sales company with a large distribution in Colombia.
Challenge:
To renew the current brand while preserving the essence that characterizes them of always being close to their users and completing what is necessary for the home of Colombian families.
What did we do?
Tuning: This project was very special given the long trajectory of the company in the market, linked to its owner and creator Iván Botero Gómez President of IBG Group. IBG generates close to more than 3,500 jobs in Armenia, quite an honor to meet him and talk to him to continue evolving the brand and contribute to his dream.
Inspiration: In this step, we investigate brand users, people inside the business, and even global trends in the category. For OpenLab it is essential to understand the brand from the people, from their perspective, since each brand communication should be directed to a specific audience, that additionally speaks clearly and appeals to what hurts them, motivates them, or what they want to achieve. From the research, we found findings that we could unite in growth opportunities for the brand without leaving behind the codes they already use and take steps to evolve, without losing their spirit and current position in the minds of the people who buy their products.
Experimentation: For these sessions in work sprints the client selected a team of people exclusively for the project, who had knowledge from different edges of the business, with them we co-created the new definition of the purpose, the value proposition, and the new strategic definition for the brand.
Project information
It is a furniture and household goods sales company with a large distribution in Colombia.
Challenge:
To renew the current brand while preserving the essence that characterizes them of always being close to their users and completing what is necessary for the home of Colombian families.
What did we do?
Tuning: This project was very special given the long trajectory of the company in the market, linked to its owner and creator Iván Botero Gómez President of IBG Group. IBG generates close to more than 3,500 jobs in Armenia, quite an honor to meet him and talk to him to continue evolving the brand and contribute to his dream.
Inspiration: In this step, we investigate brand users, people inside the business, and even global trends in the category. For OpenLab it is essential to understand the brand from the people, from their perspective, since each brand communication should be directed to a specific audience, that additionally speaks clearly and appeals to what hurts them, motivates them, or what they want to achieve. From the research, we found findings that we could unite in growth opportunities for the brand without leaving behind the codes they already use and take steps to evolve, without losing their spirit and current position in the minds of the people who buy their products.
Experimentation: For these sessions in work sprints the client selected a team of people exclusively for the project, who had knowledge from different edges of the business, with them we co-created the new definition of the purpose, the value proposition, and the new strategic definition for the brand.