Rethinking a brand’s foundations to address diverse markets and assert its eco-friendly commitment.
The Business Challenge
One sector, target audiences with opposing demands, and strong CSR expectations.
As a player in bespoke awards and trophies, Distinctio appointed LA GRANDE ENTREPRISE to rethink its entire brand universe (visual identity, print collateral, website). The challenge was twofold:
- Address audiences with vastly different backgrounds and codes (golf club managers, corporate event agency directors, sports federation communications managers).
- Place an eco-friendly and sustainable approach at the heart of the offering and messaging, in a market historically reliant on raw materials and imports.
Brand Strategy (Substance): Brand Platform
Uncovering a shared, differentiating, and responsible brand promise.
Before opening any design software, we guided Distinctio through the co-creation of its brand platform:
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Positioning Clarification: Identifying the common thread uniting all target audiences — celebrating excellence and the value of a handed-down award.
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Competitive Analysis: Breaking away from generic industry tropes to build a unique territory.
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Target Mapping: Adapting tone of voice and message hierarchy to resonate with equal precision in sports or corporate sectors.
- Brand Territory: Defining an editorial tone that highlights the art of celebrating excellence.
A New Visual Identity & Website
This strategic foundation brought to life the brand’s core tools:
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Logotype and Memorability: Crafting a brand mark designed to enhance legibility and name recognition, alongside a distinct visual territory to establish Distinctio as an industry benchmark.
- Brand Guidelines: A clean, elegant aesthetic embodying bespoke craftsmanship, expertise, and responsible resource management.
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Showcase Website (distinctio.fr): A clear architecture showcasing the group’s eco-friendly commitment while guiding each buyer profile toward inspiring projects.
