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Atlantic rebranding header

Client

Atlantic Grupa

Brand

Atlantic Grupa

Date

November 2017

Category

Corporate communications

REBRANDING: OCEAN OF OPPORTUNITIES

BALCANNES 2018
hdd 2018
BEHANCE 2019

Even though a lot of beautiful projects have already seen the light of day thanks to our collaboration with Atlantic Grupa, this one holds a special place in our hearts - and our agency portfolio! From the initial research, repositioning and definition of corporate values, all the way to the strategy, visual identity and execution - this mega-project lasted for more than three years. It resulted in one of the biggest and all-encompassing domestic rebrandings, which permanently changed the look and the internal and external communication of one of the biggest corporations in the region. 

A BIG FISH

Atlantic is huge. No, we don’t mean the ocean but the company. Atlantic Grupa employs more than 5000 people in 5 countries with a distribution network that covers 40 markets worldwide. It’s known as a house of brands – the owner of the biggest local brands such as Cedevita, Argeta, Cockta, Barcaffè, Donat Mg and Smoki, but also as one of the most dominant distributers in the country. All this makes it an extremely powerful and relevant company – in every aspect.

20 YEARS OF SAILING UNDER THE SAME FLAG

From its beginnings, the company has been continuously growing, and its great progress went in step with constant modernization – from investing in new technologies to introducing innovative business processes. Still, that modernization wasn’t necessarily being reflected in Atlantic’s image. As it was growing, employing and slowly turning into the flagship company of the Croatian economy, its visual identity was stagnating. That’s why it was about time to modernize the image of this “small giant”. 

“We have the same logo for the last 25 years, but the company has changed significantly.” - excerpt from the brief

A SEA OF CHANGE

After setting up the foundations of the rebranding - the positioning and the slogan - we focused on the visual identity. It’s inspired by the name and the contours of the Atlantic Ocean which connects the Old World with the New, just like Atlantic Grupa achieves growth by connecting the existing markets with untapped ones.

Unlike the previous one, the new logo is thoroughly simplified, establishing the wave as the dominant graphic element which symbolizes dynamism, strength and a focus on discovering new shores. It’s complemented with the “Ocean of Opportunities” slogan which sums up the essence of what the company offers its employees, investors and partners: infinite opportunities to grow, learn and enjoy a successful career.   

BRANDING & MORE

The change wasn’t just cosmetic – it was the result of a thorough analysis and redefinition of the brand’s positioning to make it correspond with a modern and propulsive company. The new approach permeates the entire brand – from the corporate values and internal communication all the way to the sea of corporate materials and its appearance on the B2B and foreign markets.

“Atlantic’s market value is a reflection of our corporate values we never deviate from.” - Gabrijela Kasapović, Director of Corporate Communications 

The new visual identity was soon to show its versatility and the full extent of its applicability - from posters for a student competition to numerous corporate events and conferences.

LAUNCH OF THE VISUAL IDENTITY@ BRIJUNI CONFERENCE

Experienced creatives know that it’s not enough to come up with a good idea, it’s also crucial to present it in a great way. Staying true to the old saying that “there’s no second chance to make a first impression” and that every launch has to be big, impressive and memorable - the presentation of the visual identity took another dimension. A third one. 

Credits

Señor

Vanja Blumenšajn ~ Very Creative Director | Luka Pervan ~ Creative Director | Jurica Ćorluka ~ Creative Director | Zvonimira Milevčić ~ Junior Copywriter | Damir Mazinjanin ~ Art Director | Vinko Čuljak ~ Art Director | Miro Čavar ~ Art Director | Nikolina Steković ~ Designer | Marin Balaić ~ Case Video Author | Ivan Lušičić ~ 3D Mapping Author | Iva Kaligarić ~ Strategic Director | Danijela Maričević ~ Account Director | Irena Lešković ~ Project Lead | Mišel Kovačić ~ DTP

Atlantic Grupa

Emil Tedeschi ~ President of the Board | Gabrijela Kasapović ~ Corporate Communications Director | Feđa Hudina ~ Internal Communications and Project Director | Iva Lemut ~ Corporate Communications Director

Atlantic rebranding header
The logo is the central element of the corporate identity and I had expected greater resistance to change. In the end, the feedback was positive because we achieved our goal: improving the existing, but staying true to our DNA.

Emil Tedeschi - President of the Board, Atlantic Grupa

Atlantic rebranding header
Getting a chance to work on the branding and communication of such a (mega)company, in such a systematic way, is an opportunity you don’t get very often in your career. I'm proud that we made the most of it.

Vanja Blumenšajn - Very Creative Director

Atlantic rebranding header
The most extensive rebranding I've ever worked on. Occasionally frustrating but a great experience nonetheless. It was also our first (and so far the only) project featured on the BrandNew website.

Damir Mazinjanin - Art Director

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