Soraluce

A first finding

A cohesive team. A way of doing. A brand that already was. During the immersion process, interviews and workshops, clear patterns emerged: a team that spoke with one voice, an obsession with quality and a culture of continuous improvement. With this we were able to draw the first outlines of their brand platform.

The first thing we noticed was that the products conveyed strength, innovation and design. But beyond that, there was a shared conviction that "doing things differently" was part of the Soraluce DNA. This was not only a technical differentiation, but an emotional, cultural and leadership differentiation. Something that responded perfectly with the slogan used until now, "Setting New Standards".

A brand with ambition

But we saw that this character and attitude went beyond that because it had been intrinsic to the company throughout its history and beyond. That insight was the seed for elevating its historic claim, "Setting New Standards", to something much more powerful: its brand purpose.

From brand platform to management tool

Organically the project led us to transform the brand platform into a powerful management tool. We called it "Brand Compass" but the name is the least important thing. The important thing is that by building our brand from the inside out, from our purpose "Setting New Standards" to the marketplace, we had created the perfect tool to guide the way.

Leading from the visual

The visual evolution of Soraluce responds to three main objectives: to elevate the brand, to reflect its technological dimension and to project a creative identity. On this basis, we developed a visual style that is based on the existing, but refines its forms and imposes a more defined character.

A visual identity that goes beyond a typography or a colour palette. It is also built from the game: working with large formats, using colours separately in large masses, introducing unconventional text orientations... All of this contributes to giving the brand its own visual language, creative, elegant and coherent with the new brand promise: There is only one first.

The challenge to innovate

For TUBACEX, Sentinel® is more than a connection, it's a promise. A vision of a more sustainable future, where technology and innovation come together to transform not just the industry, but the way the world will now see your company.

And Move's mission was to shape that promise in the simplest and most effective way possible, starting as we always do, from a deep strategic process that helps us identify key concepts that serve as a subsequent creative roadmap. With all this previous phase already worked on and validated, we focused on creating an inspirational namig, a powerful branding and a narrative that was capable of synthesising the essence of the revolution that this new product was going to provoke.

A brand with ambition

All of this contributes to giving the brand its own visual language that is creative, elegant and coherent with the new brand promise: There is only one first.

This courageous character is also reflected in the photographic style. The images that accompany the visual universe show people with determination, open to challenge, capable of moving forward without fear. Because to innovate, you need courage.

A lighthouse to look far away

But the transformation did not stop there. The rebranding project not only redefined the brand, but also opened new doors for change. Coinciding with the start of the company's fourth transformation cycle, the need to align the team around common objectives with a view to 2030 became evident.

Thus Itsasargia - "lighthouse" in Basque- was born as a creative and narrative concept: a metaphor that represents the shared illusion and the guidance needed to move forward together. Because although the future is a sea of uncertainty, if we know where we are going, it is more difficult to be shipwrecked.

The project not only reviewed the achievements to date, but also made visible the keys to transformation and the trends that will mark the coming years. The proposal was designed so that everyone in the organisation could feel part of the journey and connect with the common goals.

A brand with ambition

From internal events to digital content, everything was orchestrated under the same identity: clear, human and mobilising. Specific materials were designed and an internal dissemination plan was designed to help connect emotionally and to add willpower. An example of effective and purposeful employer branding.

Soraluce's transformation has been profound, and above all, aligned to the maximum with its authenticity. It has been the best example of strategic thinking at the service of business and competitiveness.

A brand with ambition

In 2016, in the small town of San Cugat del Vallés, TUBACEX decided to take an important step. With its long history in tubular solutions, the company set out to explore new avenues in the oil and gas sector. Thus a new project was born, the result of innovation and the vision of a team of experts who have worked tirelessly to consolidate this new direction and make it a benchmark in the sector.

The result: Sentinel®. A premium connection that allows TUBACEX to offer a complete supply chain solution.

its presentation at ADIPEC 2024, the world's most important trade fair for the oil and gas sector, marked a turning point for TUBACEX, positioning the company as a key global player.