Rufus
A wing of creativity, a wing of data

Rebranding an expert growth marketing agency that revolutionize the Martech universe by making efficiency creative and creativity efficient — ensuring impactful and effective results.

Client: Rufus Social
Year: 2024
Country: Argentina
Sector: Marketing Technology

Brand Strategy
Brand Positioning
Visual identity
Verbal Identity
Illustration
Motion Behavior
Brand Guidelines

The Challenge

We were approached by Rufus to transform a dull and unexpressive visual system into a professional yet accessible brand, capable of captivating external audiences while fostering a strong internal brand culture.

The challenge was to enhance the existing brand elements without losing their recognition among the team and existing clientele. Our goal was to craft a narrative that seamlessly integrates data and art, reflecting the core of the company’s services.

What we did

We developed a new brand strategy and positioning that truly embodies Rufus’ philosophy, combining empathy, expressiveness, and expertise as the conceptual pillars. By merging the Sage and Creator archetypes, we created the brand personality of a Creative Mentor.

With the brand’s purpose, characteristics, and personality defined, we crafted a new narrative centered around Rufus, the company’s mascot. Using its wings as a metaphor, we introduced the new brand motto: "A wing of creativity, a wing of data."

Building on this strategy and concept, we designed a sleek yet impactful visual identity system that encapsulates Rufus’ essence and highlights the team culture.

The visual and verbal identity system features a dynamic mascot that adapts in infinite ways, representing both creativity and technology, and serving as an engaging element for the audience and team. The color palette, typography, and graphic elements strike a balance between precision and playfulness, allowing the brand to function effectively as both a technical and promotional entity.