Roca Brand Strategy

Joint work with the Roca team to understand the global brand ecosystem and redefine the new architecture of its channels.

At the beginning of this project Roca was in a changing moment. Being a multinational, Roca faces the generation of multiple materials on a daily basis. For this reason it was looking for a homogenization and coherence between materials, as well as a strong and recognizable identity.

It was not only necessary to restyle the brand but also to give coherence to all Roca’s channels: Roca Life, Roca Pro and Roca Contract, through a meticulous Brand Strategy process.

To know the brand architecture and its application in the different channels, we carried out a research process using the most appropriate techniques to obtain insights that would be reflected in the new restyling of the brand.

We analyze the materials generated in recent years and seek a standard to normalize and raise brand perception.

We held several workshop sessions with the Roca team to extract first-hand information and we interviewed staff from the different targets to define what position the channels occupied with respect to the global Roca brand.

Our main objective was to generate a coherent brand architecture and a standard that could apply in a transversal way to all materials that could be communicated to all countries in order to raise brand perception and homogenize communication.

After research, we created a look & feel to be implemented globally without exceptions.

Once the research phase was completed, it was time to conceptualize a new global look & feel that would reflect the insights and conclusions previously obtained.

We made several graphic proposals with different strategies and finally it was decided to create a monolithic brand application. Roca had to be the mother brand under which the Roca Life, Roca Pro and Roca Contract channels would settle. These always represented with endorsements to the Roca brand framed in a black rectangle, whose inhouse name is “El Clip” by Roca. A visual element that generates brand impact and is easily extrapolated to multiple plataforms. In order to ensure the correct implementation of the brand at a global level, we developed manuals in several languages where the digital strategy of the ecommerce of the house was collected, which we work in parallel, and the standard of application in the different mediums: billboards, catalogs, brochures, posters, etc.

We become the trusted agency to ensure the correct application of the brand in Off and On media.

The work carried out with the national and international management team laid the foundations for them to directly carry out an essential work of support and push in their departments to ensure that the new Roca style was implemented globally in an homogeneous and orderly way.

This work and the definition of the web 3.0 project that Redbility was developing in parallel at Roca gave us great knowledge of the Roca ecosystem and made us, thanks to the trust that the management placed in us, become their head agency to ensure the correct application of the brand in offline and online media worldwide.