On the occasion of its imminent IPO, Inditex, the holding company that owns brands such as Zara, Massimo Dutti, Bershka, Stradivarius, Oysho and Pull & Bear, commissioned Summa for the creation of the corporate brand that didn’t exist until then. Our recommendation was to elevate Inditex to the category of corporate brand, providing it with its own content and visual identity. We also created the Bershka brand identity and redesigned the Massimo Dutti brand.
Cooltra, a leading company in sustainable mobility on two wheels in different European countries, wanted to strengthen its leadership position and enhance its growth in an increasingly mature and competitive market. To this end, we carried out a strategic reflection that showed the need to unify all its offerings under a single brand, defined the strategic and transition plan for all brands, and created the strategic concept and visual identity of the brand, preparing the company for international growth.
The National Railway Network of Spain (RENFE) wanted to make the high speed mobility accessible to all audiences, and for this purpose it counted on Summa. We defined the strategic basis of the brand, created the name AVLO (acronym for Alta Velocidad Low Cost), created a fresh and appealing identity and took care of the implementation in the fleet of trains and stations and the communication.
We have been actively assisting global food leader Nestlé in the development and growth of its flagship brands for more than 20 years, through an intense, broad, and deep collaboration in branding fields including research, insights, creative labs, strategy, architecture, naming, product branding, packaging, retail branding, and corporate branding, enabling the overcoming of important repositioning and rebranding projects or innovation challenges, and contributing to the commercial success of their brands.
We carried out a global branding project to transform Gallina Blanca – Star into GB Foods, an international food giant, creating a new name that carries the initials of the original parent company to highlight the heritage and recognition achieved by the company in its more than 75 years of history, providing the brand with a powerful and modern corporate identity, and implementing the new brand in all countries according to a strategic brand architecture plan defined by our strategic team.
Born as an online fashion outlet, the marketplace needed to find a clear and differentiated positioning that would reinforce the engagement with both current and potential customers. We defined a new positioning based on the concept “the excitement of a new day”, updated the brand’s personality and identity with visual language and defined a strategic plan for the implementation of the new positioning and the new customer journey in the different international markets in which Privalia is present (Spain, Italy, Mexico and Brazil).
Faced with the rise of craft beers and everything that has a “local” concept, SUPER BOCK, leader in the sector in Portugal, commissioned Summa to develop a new brand that would respond to this new market trend, affirming the image of SUPER BOCK as an innovative and dynamic brand. We developed a whole research and strategy project that involved the definition of conceptual territories for the positioning of the new brand, the creation of the brand name Coruja (Owl), the visual identity and the packaging.
Schibsted, the Norwegian-based international media group, announced its reorganization into two separate companies. This new corporate division would cover the Marketplaces brands that Schibsted has in 30 countries.
The new brand would go public and should generate high investor engagement and attract capital raising.
Summa was appointed to develop a global brand creation and implementation project. We defined the strategic brand platform, created the name Adevinta (advance, adventure, advantage), the identity and the visual and verbal style under the strategic concept “Match making”. And we worked with the management of the different countries to align the organization with the new brand.
We developed a capsule collection to rehabilitate the ESPRIT brand, inspired by 80s trends and fabrics, as part of an effort to revitalize its global image.
The project included concept definition, product creation, communication campaigns, and co-branding strategies.
Simultaneously, we acted as interim managers in the men’s department for 8 months, redefining the “Esprit man” vision and coordinating product development. These actions resulted in sustained sales growth and significant improvements in profitability and brand perception.
We have transformed the perception of one of the leading international companies in the construction and infrastructure sector. We defined a strong and enduring brand strategy embodied in the concept “Engineering for human progress”, developed a modern and enduring identity system, and organized the brand architecture of the Group’s main companies and divisions worldwide.