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ausolan cooperacion

Ausolan

Born from the union of 17 women in 1969, Ausolan has been defined from the very beginning. That courage lives on in its 11,000 workers, mostly women, in the more than 2,300 customers who trust them and, above all, in each of the 260,000 menus they prepare with love every day.

We transform the AUSOLAN Group brand, taking it to where it deserves to be. By exploring the past, understanding the present and designing new scenarios for the future, we have redefined the purpose of the brand to enhance its positioning and strengthen the business through an authentic, relevant and differential way of being. A professional challenge that has allowed us to drive the transformation from the power of the combination of research, design and strategy, to boost its value and raise the brand to the level of the business it represents.

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Understanding past, present and future

This business group, with 100% national capital, is a leader in catering and cleaning services for collectivities. With more than 55 years of history, they have integrated various local projects, always staying close to the client and respecting the customs of each place.

But was something with so much significance and meaning really conveying its full value? With this question we started a fascinating project that has taught us the value of the everyday, the essential in our day to day life. We began this brand reflection project with an in-depth analysis, both internally and externally, to understand what the brand was transmitting and to verify if it coincided with its essence. We studied the competition, conducted internal interviews and reflected as a team.

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Finding the essence

This led us to two clear conclusions: first, that Ausolan had many positive attributes, but was not using them to define its positioning, resulting in ineffective communication. Second, that Ausolan had grown quantitatively and qualitatively, but its brand was still anchored to a graphic style of the past.

These findings prompted us to renew and revitalise the brand, aligning it with Ausolan's true spirit and potential. We needed a complete rebranding to reflect all that Ausolan is and does, and to better compete, projecting the brand into the future.

The proximity

The first thing was to define the key attribute to anchor the brand to. This attribute must always be authentic, relevant to the public and differentiated from the competition.

In the case of Ausolan, it was clear to us... it was proximity. Beyond the physical aspect, Ausolan is all about taking care, attend, get involved...it means always being there. Proximity on three levels: being physically close, adapting to each case and having a complete knowledge of the customer's business.

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From this territory of proximity, we redefine the brand's personality values. This way of doing and being that allows the Ausolan team to be and transmit that it is always close to its customers.

A promise, to be close to its customers, and a unique way of being that we convey through a new simple but forceful slogan.

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An identity that has always been there

In the second phase of the project we tackled the visual identity of the brand. The strategy guided us. We needed to transmit proximity, knowledge, honesty... and above all, a lot of energy, the energy that is experienced in the corridors of Ausolan every day, or in the schools or residences where they provide their services. A vitality that the brand had not been able to reflect until now.

We developed a logo from scratch. A logo that managed to mix the functional with the human. A base in typography, Rebond Grotesk, with two letters in calligraphy, which helped us to transmit the warmth and humanity of the Ausolan people. And that's it. Because we closed this unique logo with a dot that speaks of keeping one's word, of committing oneself as only Ausolan knows how. And from the logo, and as a nod to the origin and historical logo of the brand, we created a symbol with the A for Auzo and L for Lagun.

A morning yellow made for tomorrow

As for the chromatic world, we opted for a main colour that would transmit the day-to-day life energy, "The morning yellow", to which we added a secondary and tertiary palette of colours that emanated from the strategy itself, which would help us to transmit our natural and close character, but at the same time lively and restless, and which would give us the necessary variety to work the brand in its multiple supports, sectors and segments.

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But we knew that Ausolan needed more than a logo and colours to effectively convey its essence. For that reason, we worked on a series of ad-hoc illustrations, which would help us to transmit even more the closeness and care of the brand, and to adapt better to the media for children, without this meaning going against the core of the strategy and the business, also with a large adult audience. A visual world that we reinforced through the clear definition of a photographic style of close shots, natural tones and authentic scenes.

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A whole new visual and narrative universe from which to communicate everything Ausolan is today and wants to be tomorrow.

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The Challenge

 

Ausolan is also an increasingly digital brand.

We worked on the design of its website, which was developed by the agency Workholics, as well as on the look&feel of its intranet and other service contracting platforms it uses to communicate with its clients.

 

 

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A new Ausolan, for a new era.

More authentic, more promising.

More Ausolan than ever.

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