Grupo Orbis

Restructuring of an industrial group focused on paints, chemistry, water and commerce.

Situation

Inversiones Mundial is a diversified industrial group that has paint, chemical, water and commerce businesses. The corporate brand had very low visibility. They needed to reposition the organization to be able to enter new regional markets.

Solution

Marqas developed a brand strategy that included repositioning, creating a new name and designing a new visual identity. We recommended adopting a monolithic brand architecture model at the corporate level, but diversified at the retail level. Orbis was chosen as a new name. In Latin it means circle and it synthesizes the concept of completeness. The visual identity system was created with fresh colors, associated with environmental and distinctive themes in the market: orange and green. Today the new brand identity is implemented through all the organization’s communication materials.