Challenge
Fundación Cruzcampo (FCC) is a social organisation that provides young people with the necessary skills and knowledge to enhance their personal and professional growth in the hospitality sector. Its visual identity is based on the commercial brand Cruzcampo, one of the most popular beers in Spain. Despite the public recognition, FCC identified the weakness of its identity. The brand needed a refreshing lift to resonate and grow within its community.
Solution
FCC partnered with Designit to revamp its visual identity and adapt it to digital channels. The team also identified the need to use a theoretical framework to evolve and maintain coherence with the Cruzcampo ecosystem. As a key deliverable, we created a complete manual detailing the new brand guidelines.
Impact
Thanks to the evolution of its identity, the new visual expression will have a notable impact on FCC’s positioning. It’ll strengthen its presence in digital channels while maintaining its connection with Cruzcampo and the rest of its ecosystem.
Why it matters
Throughout the process, we've guided FCC in understanding the value of brand redesign, laying the groundwork to define its positioning and values, and ensuring internal alignment within the team.
‘The new identity elevates Fundación Cruzcampo as an independent and corporate entity, and gives us resources to capitalise on or value our dedication to people. We are very comfortable with it and very grateful for the work of the Designit team.’
Regla Bejarano
Fundación Cruzcampo Director
Details
Client
Project team
Contact info for Claudia Urquijo
Contact info for Raquel Marín
UI Designer,
Madrid
Contact info for Julián Giménez
Digital Designer,
Madrid
Contact info for Eduardo Hernández
Lead Brand Strategist,
Madrid
Contact info for Verónica Bello
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