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Rebranding AGUNSA to AGS for the USA Market

Old logo

New Logo

Objective:

The project aimed to address the pronunciation issue of AGUNSA in the USA by creating a more memorable and approachable brand presence for the American market.

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Art Direction: Alessandra Morana

strategy: Alessandra Morana

Copywriter: Alessandra Morana 

Approach:

To achieve this, the brand's abbreviation was generated, focusing on how AGUNSA USA would be represented in various applications. After exploring the permitted abbreviations AGS and AGA, the brand was adjusted to AGS while maintaining its graphical essence according to the brandbook guidelines.

Campaign Activations for AGUNSA USA Rebranding to AGS:

  1. Social Media Activations:

    • Launched rebranding content on Instagram, Facebook, and LinkedIn.

    • New website was created. 

    • Engaged audience with rebranding updates, behind-the-scenes content, and interactive posts.

  2. Rebranding Events:

    • Hosted three major rebranding events in Miami, Tampa, and Santiago, Chile.

    • Each event featured presentations, networking opportunities, and live demonstrations of the new brand identity.

  3. Merchandise:

    • Designed and distributed branded merchandise to promote the new AGS identity.

    • New Business Cards. 

    • Merchandise included items like apparel, stationery, and promotional giveaways.

  4. Corporate Video:

    • Produced a comprehensive corporate video showcasing the new AGS brand.

    • The video was a central feature at all rebranding events, highlighting the brand's mission, values, and vision.

    • Involved in every step of the video production process, including recording at various locations, pre-production planning, and post-production editing.

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