A new brand

The evolution of the digital world that we are talking about also affects other major concerns of the context, as is the connection between brands and their audience. Today, brands have to offer more than some features and the intanglibe is almost more relevant than the tangible ones.

Fotolog brand in the past hadn’t quite take care of its connection with their audience. The lack of communication, the frustration between releases not announced and the ups and downs of the company, had influenced our perception of Fotolog brand.

This new life, with a new team and an ambition plan is a great opportunity to fix the errors of the past in terms of brand value. The goal is to preserve and enhance the positive things from the past and work on the forgotten points of contact.

Think of Fotolog like this sitcom character that is a little bit messy but we couldn’t stop caring.

Find the balance in what we preserve and what needs changes was our personal challenge. Elevating the brand key-elements to create a fast identification but also promote, with no problem, that this is a new chapter, with a new spirit and without the mistakes of the past.

The new brand was built from the childish and provocative essence of Fotolog. This unconcerned caring for the community is, as a part, the essence of fotolog, and there’s no justification to return to be a fluffy brand.

Think of Fotolog like this sitcom character that is a little bit messy but we couldn’t stop caring. It comes and goes, is selfish and he’s not capable of changing, but adds value to the team and everyone agrees that it has something that makes him irresistible.

A refreshed visual system

The plan and the goal to uncover the right balance between what we should keep and what we should replace was what set the redesign.

At Soluble we believe and support the idea that the brand strategy should be born within the client’s company and the item that should guide the definition of identity and the activation of the points of intersection to define the concept which will position the brand in the desired target.