Type of industry
Education
Services offered
Re-branding
Brand strategy
Relaunching
Commercial
Audiovisual production
Location
Barranquilla, Colombia
Date
2020
The challenge
The Corporación Educativa del Litoral is a professional technical education institute established in the city of Barranquilla, on June 14, 1972.
Its general public is adolescents recently graduated from college between the ages of 16-23 belonging to socioeconomic strata 1-2-3 and young adults between the ages of 25-45 looking for a technical program to combine with their work.
Before starting
In terms of marketing and corporate image: there is no clear unity, the visual and content strategy is outdated, there is no emotional connection with the end customer (our applicants and current students) and the brand.
There is a problem in the communication between the Litoral and its students. Communication is broken.
There is a problem in the name of the races. They imply more practical processes. Boys think, for example, that they will learn techniques to create digital content when in reality it is more focused on marketing.
The strategy
We call ourselves
Litoral
To be born again, you have to die first, understanding death as the opportunity to recognize what was not working, to let go, transform it and return stronger than ever.
We learned to do things better and this time, we are going to do it consciously, remembering our roots, supported by modern technology and hand in hand with education, the main engine of experiential transformation.
If we want to build a better world, we must start with ourselves; The coastline, the new generation!
The result
The Corporación Educativa del Litoral, the new generation, represents all those who dream that they can achieve it big, all those who think that by studying, they can succeed and achieve their goals, all the young people who have recently graduated from school in search of new horizons to reach the next step in their lives, La Litoral represents that desire that we all have to fly.
Flying we managed to visualize things that others never dreamed of doing and swimming, we managed to materialize our ideas, that is, make them a reality. As? studying in La Litoral.
The new image of the Litoral represents the people of Barranquilla, and of course, our Barranquilla, the waves reflect the organic nature of the curves of our waves, not only of the sea but also of our privileged encounter with the Magdalena River, the main artery Colombian river.
It represents all of us, and in turn, the wing of the flying fish, that being that decided to get out of its comfort zone and made the decision to fly, against any paradigm established for it. It is that fast and intelligent being that dares to change, and that transformation occurs when studying at the educational corporation of the coast.
NATURE
CREATIVITY
DIGITAL
INNOVATION
MODERN
SPEED
TECHNOLOGY
CULTURE
RIVER
HUMANITY
CRAFT
SEA
Taking on the challenge of transforming a brand of more than 50 years in the Caribbean Region was quite a challenge, but with the leadership and direction of Wen and his team, today #LaNuevaGeneración de La Litoral is a reality. A rebranding project that, thanks to its results, shows that it has been a complete success for the Institution
LEO VASALLO,
Marketing Director of La Litoral,
Institution of Higher Education
See project