Solera - Rebrand
Goal: Establish Solera as the global leader in vehicle lifecycle management
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
New logo
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.
Opportunity: Use the new logo design and brand architecture to unify 88 brands as "One Solera".
Brand strategy
A competitor and market analysis was conducted to help the brand identify opportunities in the market. The Sage archetype was utilized to refine the brand personality and ensure it resonates with the target audience. The brand architecture was restructured to leverage each brand's equity by standardizing logos with a uniform typeface and linking them to their respective market pillars.
Opportunity: Unify brand across 80 countries using consistent brand governance practices.
Brand Guides
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.
Opportunity: Lead the market with strategic collaborations and scalable design libraries.
MARKETING SUPPORT
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.
The new brand identity established market authority through process and consistency.
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