Solera - Rebrand

CLIENT

Solera

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

LEAD CONTRIBUTIONS

Cross-functional team leadership | Gina Speed

Creative/ art direction | Justin Neiser

Content strategy | Phillip Johnston

PR/ comms | Priti Sharma

Competitive intelligence | Garth Robbins

Social media strategy | Elizabeth Bolt, Monique Battiste

PROJECT CONTIBUTORS

Brand strategy/ architecture | Gina Speed
Logo design | Justin Neiser, Saxon Watson

Logo system architecture/ design | Gina Speed, Rob Gough

Visual identity design | Gina Speed, Saxon Watson, Rob Gough
Creative design | Amelia Rooks, Paul Nilrach, Coen Visser, Saxon Watson

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

Environmental/ event design | Amelia Rooks, Saxon Watson

Presentation design | Jacinto Rojas, Xian Hijastro, Khurram Hafeez

Content marketing/ copywriting | Shaun Swegman, Alisa Sky-Eagle Smith

Video/ digital media design | Michael Chow, Mike Johnson

Website design | Megan Carr

Website development (partnership with agency) | Phillip Schwartzkopf, William Beasley, John Swaringen, Ben Yanella

Social media marketing | Elizabeth Bolt, Monique Battiste, Tiana Vallan

Content analysis | Caye Knight

PR/ comms | Fares Sabawi, Glen Orr

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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