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New propositions for Runroom

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An identity is a perception. It is built on design, content, and art direction. A logo is just the angular stone, but it isn’t what truly matters. The overall look-and-feel is. Runroom came to us with a need for an overall rebranding. This required a deep analysis of what a digital agency means today, repositioning the brand as a reference point within the field of technology and giving birth to a new Tech & Creative Consultancy, one that looks like what it offers.

New propositions for Runroom | FOLCH

Runroom is a company of doers. It has a strong list of clients and has been working for years building expertise in the fields of digital marketing, experience media, data & analytics to transform the customer experience for different companies, brands and institutions. They convey trust, delight and professionalism as their main values, but were lacking agility, creativity and a more conceptual vision in their approach.

Overall, the communication was dated and did not match their vision. We needed to transmit a more creative and human tone, in synergy with the technological. This meant we had to aim for a more diverse brand identity, to offer a holistic approach where the communication is based on brand values rather than services. We fled from the tunnel vision of technology itself and instead based the communication on how, through technology and strategy, Runroom can transform a client’s business.

“Runroom is our soulmate. They started at the same moment as Folch. Runroom represents for the digital environment, what Folch represents for the creative field. They understood that it was not a matter of identity, but a deep repositioning through a more creative and attractive approach across all the different stages and environments of their business.”

Rafa Martínez, COO and Head of Strategy, Folch

New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH

Besides the repositioning of Runroom, we suggested a new angle for the brand, a push beyond the practice itself and into the field of relevance and influence. To do so, we created an editorial header by bringing together the contents of the already existing podcast in a new section of the web and with its own channels. Through the use of illustrations, we could bring this section into a more editorial and dynamic environment. All in synergy with photographic aesthetics and overall graphic treatment.

New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH

Based on Roobert typeface from the great Displaay type foundry, we found the right amount of geometry, legibility and recognition in the characters to create a new typographic identity for Runroom. The unique terminals give the characters a digital touch, yet the rounded, humanistic shapes were crucial for the new image.

In addition to the balanced typographic use, we needed to find a colour treatment that would match our ambitions. Gradients –born from technology– were the answer. But not just any kind of gradients – again, we needed to find a way to convey creativity and humanism. By using a craft technique, the spray effect,  alongside the use of one warm and one cold colour in combination, we could achieve this result.

New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH

Naturally, Runroom wanted to design their own website. Based on our branding guidelines they built up a functional website, highlighting their cases, the new editorial Realworld, as well as their new propositions. During two sprints (feedback sessions) with Folch they defined a new look with a comprehensive user experience in mind.

As a part of the repositioning, we needed to create certain guidelines for Runroom’s own communication. In an efficient way, we had to explain their projects, moving away from talking to c-suite positions and rather focusing on managers and influencers within the fields of  New Technologies, UX/UI, Development, Customer Experience and Digital Business. We suggested guidelines in both tone of voice and visual mood for their cases and social media channels. The key was to treat them according to the functions they offer and the audiences they reach, creating a coherent mood across the platforms and unifying them under the same tone of voice and visual mood.

New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH
New propositions for Runroom | FOLCH

To attract any sort of media we need to tell a story. Media outreach is all about exclusivity, new content and disruptive ideas. To reach the desired media, Runroom needed to customise, extract and create tailored content for the right platform at the right time. Releasing a new project in conjunction with an insightful interview on the subject can give new life to a project that might not otherwise get media attention.

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