Turning 50 is no coincidence: it is the result of remaining faithful to certain values, to a way of being and doing. That is why in Move we began this project for Construcciones Sukia from this work of discovery and analysis, through dynamics and interviews that brought us closer to the truth that has made its anniversary possible. We discovered a brand and people who are empathetic, committed, with an eye on tomorrow and with a great desire to live it.
We started this project by going to the roots and discovered a human brand, which has always been able to gather the necessary strength to reinvent itself while keeping its professionalism and its word intact. Sukia means daring, hiding with each other, offering guarantees and always moving forward. In other words, energy, modernity, commitment and humanity.
...But of all these qualities, what has been the key that has made these five decades of progress possible? The one that will take you to tomorrow. Desire. Enthusiasm. Daring. To move forward with the same conviction that Antton Sukia, its founder, started it all and has managed to pass it on to his team.
Once the message was defined and the right narrative was constructed, we focused on creating a visual world fully aligned with the brand's values and identity. We carefully developed every visual detail, making sure it communicated clearly and coherently what the brand stands for. A visual world from which to tell what Sukia has been, what it is and what it wants to be tomorrow.
In parallel, we designed a twelve-month strategic communication plan, meticulously designed to be executed on various platforms and channels, with the aim of achieving four clearly defined objectives
A plan that understood the different audiences, taking care of the timing and the how, and which divided the actions into three distinct phases. Past, which occupied the first months of the year and where we related the company's milestones with the history of our territory, present, the moment to celebrate through two differentiated acts, an internal event and another external celebration event, and future, with actions that would help lay the foundations for the future of the brand and attract potential talent.
In the case of the internal event, we chose the Prisma space in Tabakalera, a place that allowed us to create the intimate atmosphere we were looking for, the necessary space and the possibility of playing with the lights to create two different atmospheres inspired by the brand's colours. Orange lights during the cocktail party to highlight even more the sunset of that May 17th, and blue lights to create a calmer and more sophisticated atmosphere during the dinner.
This internal event was attended by former and current employees and we sought to create an emotional tone through all the pieces. An unexpected testimonial video, a personalised message for each one, and a table setting that, through its design, encouraged open and sincere conversation. The aim of this dinner was to create a connection, transmit gratitude and bring the group together to look forward to the future.
For the occasion, we created a tribute poster to these 50 years with the words collected through a questionnaire. With these words we programmed an algorithm that generated different patterns on a previously defined base, which could be the logo or the hand of the founder Antton, something that also helped us to reinforce these five decades with his five fingers.
The external event, held just a week later, was held in the church and cloister of San Telmo. A magical night together with Basque institutions, collaborators, clients and friends.
The selection of the venue was no coincidence. San Telmo Museoa is a place that unites past and future. It has managed to reinvent itself from convent to hospital, from hospital to military barracks, from military barracks to museum that celebrates the evolution of Basque society and culture. Just with the same capacity for reinvention as Sukia
In this event we sought to transmit experience, knowledge, and to position ourselves as a company that has always been clear about the future. Every detail, especially in the main event, was designed for this purpose and, as in the general campaign, the event differentiated between past, present and future to tell a complete story, through words, music and dance.
As we look to the future, we continue to accompany Sukia in this very special 2024, without losing sight of the foundations of a human brand that has always been able to muster the strength to reinvent itself, while keeping its professionalism and its words intact.
Because what is created together, is celebrated together... and above all, it is achieved together.
Here's to another 50 years.
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