Solera - Rebrand

CLIENT

Solera

ROLE

Brand and Creative Services leadership

Brand strategy and architecture

PROJECT

Solera was initially a holding company and decided to operationalize in 2021. The company's primary goals were to harmonize 88 brands as "One Solera" and create a new unified brand identity to establish it as the global leader in its four major industries (insurance, repair, dealerships, and fleet management).

DELIVERABLES

Brand strategy

Brand architecture

Logo design

Brand guide

ADDITIONAL CREDITS
Logo design | Justin Neiser, Saxon Watson
Creative design | Saxon Watson, Paul Nilrach, Coen Visser, Amelia Rooks

Environmental/ event design | Amelia Rooks

Production design | Rob Gough, Jatty Lal, Sergio Hernandez, Jordan Meheust

Content marketing | Phillip Johnston, Shaun Swegman, Alisa Sky-Eagle Smith

Video/ digital media design | Michael Chow, Mike Johnson

Website design/ development | KPS3, William Beasley, John Swaringen

Social media marketing | Monique Battiste, Tiana Vallan

Content analysis | Garth Robbins, Caye Knight

PR/ comms | Priti Sharma, Fares Sabawi

UX/UI leadership | Jimmy Ball

The rounded type, orange color, "smile", and "ARC" approach to the original brand identity no longer represented the company's vision and values. Using symbolism, a tech-forward color palette, and uppercase type, a new logo was designed to differentiate and modernize the tech industry's brand.

A competitor and market analysis was conducted to identify opportunities for the brand. The Sage archetype was applied to refine the brand personality, ensuring it resonated with the target audience. The brand architecture was restructured to maximize equity by standardizing logos with a uniform typeface and aligning them with their respective market pillars.

Once the brand positioning and logo design were complete, the logo informed color palettes and typography choices. A robust brand book was created and included voice, tone, messaging guidelines, and guidance for partners and resellers. Additional brand guides were created for specific departments, including Communications, UX/UI, and Facilities.

Solera partnered with the Mercedes-AMG Formula One team due to a shared passion to drive automotive innovation forward. Comprehensive digital media, print, and creative marketing templates were collated in a flexible Digital Asset Management (DAM) system.

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