Develop a rebranding proposal adding mission, vision, and values to the communication plan. The situational analysis reflected a marked discordance between the brand and its messages. For this reason, we conducted a baseline study to identify and enhance Sunday Money's most striking attributes.
We discovered that one of the strongest pillars of the brand was two attributes: on the one hand, speed in customer service and during transactions; on the other hand, accessibility to make the application for personal credit. As a result, we proceeded with the redesign, evaluating a new chromatic palette and a new brand concept without modifying the original name.
Our work plan got highly positive results, showing widespread acceptance among strategic audiences. The messages were now much accurate. As a collateral effect of the strategy, the brand positioning also benefited.