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Gonzo Footwear

Rebrand for Gonzo Footwear

Rebrand for Gonzo Footwear

Gonzo Footwear is a proud, Colombian family business that has grown over the years (more than 25 in the market) to be one of the best quality products among local brands. The company is not only run by a family, but family values are a very important ingredient to this company, working side by side, eating together, sharing and living in a warm working environment are just some of the things that happened inside the walls of the Gonzo factories.

Shameful or not, chinese shoe importers started lowering the cost on their low quality footwear and started becoming a competition Gonzo could no longer beat through low prices, and here's where we came in. 

A rebrand process took place in 2013, and a new face was given to Gonzo Footwear, showing the clients a new set of values, including everything that made them competitive but was not visible in the product (fine guaranteed products, hard working locals hired, design also made by local talent, among other things that raised the value perceived by the user, justifying higher costs in the products).

This rebrand allowed Gonzo to step up a notch in the footwear guild, giving them the chance to separate their products from cheap chinese shoes, and start competing with better, higher standard international brands to the eyes of their costumers. 

This was the logo they used for nearly 30 years. we had to keep something from it in order for people to recognize the new brand, so we said '' keep the dolphin''.  

This was the logo they used for nearly 30 years. we had to keep something from it in order for people to recognize the new brand, so we said '' keep the dolphin''.

 

Logo options

This was the final logo after some adjustments were made.

This was the final logo after some adjustments were made.

They picked the last one, and we worked over that, all of the stationery, packaging, and we even made a video that showed all of the added value behind the product.

Developed by Imaginamos Branding 2013

Jean Paul Egred / Creative and art direction, Product owner.

Nanny Ayala / Coordinator

Alejandro Delgado/ Lead Design

Pablo Benavides / Design

Julian David Serrano / Design

Team Ardilla Amarilla / Camara, Editing.

Javier Pabón / Narration.

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O&G

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O&G
Obstetrics and gynecology clinic.

This rebrand project took place in 2013. The clinic had been open to the public for something close to 27 years, and had become one of the best known specialised clinics in Bogotá Colombia. 

The brand they had been using as their face to the users, was nothing more than a logo the founders (who were all medics) drew in their spare time. This never appeared to be a problem, until they started trying to rise the value users perceived in the service. The place never looked sharp and edgy enough, the communications weren't homogeneous or shocking enough, and they had also experienced problems trying to diversify their product branch adding new services which required a brand to be developed.

That's where we came in, gave the clinic a new face, gave the office a new face, and developed the first sub-brand that needed to be developed for one of their services, BE (or Baby Experts).

This was their original logo. 

This was their original logo. 

We decided to keep the structure and the color palette as close as we could to the original so we wouldn't affect the remembrance of the brand among their users. so we proposed these options.

from which they picked the one we left in color (the others are in grey only to show they were not picked).

from which they picked the one we left in color (the others are in grey only to show they were not picked).

After the logo approval, we went on and designed all the stationery and other stuff they needed before we started with the next step, building a sub-brand for a new service they had called Baby Experts.

Baby Experts

Sub Brand developed for O&G.

This sub brand was oriented to higher end clients of the clinic, who were often looking for an integral experience following through the process of pregnancy (everything from before even pregnancy even happened, to after the baby is born). This is Baby Experts (B.e).

Developed by Imaginamos Branding 2013

Jean Paul Egred / Creative and art direction, Product owner.

Nanny Ayala / Coordinator

Alejandro Delgado/ Lead Design

Pablo Benavides / Design

Julian David Serrano / Design

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Peep

Brand identity, stationery design and UIX design for the application PEEP.

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Get in Shape

Brand development for online fitness trainers. this is a bit of the process and the final outcome.

With the logo approved and selected, we developed some stationery, and a video to have the company started up.

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Yuma Coffee

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Yuma Coffee

Yuma is a brand built from scratch, with a very clear objective of taking artisan made colombian coffee to a young north american client segment. the process included Naming, logo & graphic identity, packaging, website, and stationery design. here's a bit of the process.

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Maju Curated

Maju Curated

Brand identity for a north american brand, Maju Curated. Process & final results.

Exploration/Options

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