7 September 2023 · 3 min read

The keys to
digitize a brand:
Atrápalo case

Branding Digital Ideas

In the era we live in, brands must be more flexible than ever before. It’s no longer sufficient to have a brand that works well on paper or in a single digital format. Brands must be designed and thought out to function in a wide variety of digital environments, from websites and mobile apps to social media and display advertising.

Furthermore, they must be capable of evolving over time, adapting to new trends and technologies to remain relevant and appealing to consumers. This may require changes in the brand’s design, message, and marketing strategy.

The transformation from an analog brand to a digital and updated brand can be a significant challenge. This was the case for Atrápalo, a well-known brand with recognizable assets, where we faced a significant challenge based on three key factors:

Key 1: The brand system must be fluid, dynamic, and adaptable to multiple channels. Atrápalo, as a brand that encourages you to escape from routine, was found to be trapped in a static logo and lacked an extensive and expansive brand universe that could provide flexibility.

A liquid identity system with different design elements such as color schemes, typography, and symbols allows for the construction of a dynamic and interactive visual identity that adapts to different channels and enhances the user experience.

Key 2: The brand must stay current and even be one step ahead. Considering that Atrápalo aims to offer the best plans for any moment and place, we realized that its identity did not have an easy or fluid adaptation to various media and formats, especially on mobile devices or in small spaces. We are not only referring to the logo but also to the entire iconographic system and illustrations that make up the brand’s universe.

As new digital platforms emerge, brands must be able to adapt and evolve to stay current and remain attractive to users.

Key 3: The brand assets must intrinsically embody the brand’s purpose. For a fresh brand that promotes spontaneity, Atrápalo had a static identity that communicated the opposite. We needed to free it from constraints and allow it to interact without predictable patterns.

In the digital world, where everything happens in real-time and brands must respond quickly to changes and user demands, brands need to be flexible and more responsive compared to analog brands. It’s no longer about digital marketing or traditional marketing; it’s about taking brands to the next level. Branding is no longer on or off; branding is digital or it isn’t.

With these keys, and some others that we’ll save for future publications, we redefined Atrápalo’s digital branding while maintaining its essence but revolutionizing and adapting it to the current times.

Do you want to discover the result?

Don’t miss the case!

View project