The identity redesign of the entire Netun ecosystem in 2021 comes with a strategy of modernization and adaptation to the digital framework
The time had come. After the initial startup years, where our brands came and went and where decisions about branding and corporate identity were more tied to impulses of the heart than logic, we decided, supported by the strategic plan, to renew our corporate image, modernizing and, above all, unifying the Netun ecosystem . The hope is that this measure will help us consolidate our digital products and conquer the international market.
The first important decision we made in the marketing department was to seek advice from someone who wasn't full of help flashes , who could see us from the outside, with a clear mind. To achieve this, we hired Ole!, a strategic design and digital product consultancy, as our branding agency. They were responsible for materializing the brand evolution we were seeking .
Another vital decision had to do with our own company. We believe it's time to boast about our origins , restoring the company's name and image to the importance it deserves, reinforcing Netun 's presence in our communications, like the umbrella that unites us all.
Brand system. Three brands, one concept.
Netun, Help Flash, and Incidence , which previously had completely different identities, now form a single brand system , all based on the same conceptual territory. From the creation of the logo to the brand assets, the three identities are formed based on variations of the same graphic element . This unifies resources, creates brand consistency, and demonstrates to the public that the three brands are related to each other.
The concept
When anyone suffers an accident, stress increases, and many people become paralyzed. What does someone need in this situation? Safety, empathy, and presence .
These are the conceptual pillars of Netun, Help Flash and Incidence , so all decisions regarding brand strategy are based on these concepts.
Netun is the company that created Help Flash and Incidence . It shares the same tone as both companies: relaxed, calm, and conciliatory . As a parent company, it has a more formal character that provides security and confidence .
Help Flash is the brand that presents the product that replaces emergency triangles. Its purpose is to provide peace of mind to drivers in the event of a breakdown or accident, as it is the ultimate roadside assistance. Its communication must be precise, clear, and professional, but above all, accessible to people .
The new image of our main product is an evolution of the initial concept and its associated values, and therefore maintains some of the previous aspects, such as the orange color. The symbol, meanwhile, is reminiscent of the Help Flash product itself, an easily recognizable emergency button .
Incidence takes on the role of a companion to the driver, communicating with a calm tone of voice and a natural approach. The communication style is direct yet consultative, attentive to the needs of the people involved , and cordial at all times.
Unification
From the creation of the logo to the brand assets, the three identities are formed based on variations of the same graphic element . This unifies resources, creates brand consistency , and demonstrates to the public that the three brands are interrelated.
The visual key to this unification is circles and circles , as shapes that move away from aggression and are based on harmony. They are reminiscent of the concepts of calm and presence that we, as a company, aim to convey with our products and their graphic displays.
Typography
The logo family was created based on a custom adaptation of Gilroy Bold . Silka was also chosen as the new corporate font . Modern and legible, it also bears many similarities to the logo's typography, reinforcing visual coherence.
The websites
With the image renewal, it was also time to update our main channel of communication with the outside world: our websites .
In addition to the logical visual unification, we resolved to reduce unnecessary information and focus the user on what they really need to know about each project. To achieve this, we carried out extensive UX ( User Experience ) and UI ( User Interface ) work. On the one hand, the user experience and feel were improved , while on the other, navigation was designed to be more rational .
We've also improved the chat feature to enhance customer service . Frequently asked questions are more accessible and comprehensive, and the answers are clearer and more informative.
In the future, the incorporation of new brands, associated with new products and services, will be visually integrated into this new corporate identity. We are building a strong brand image so our customers see what we see in it.
Roberto Rajó
Brand Manager of Netun Solutions.
