Success Story
Rebranding
Yoozo: turning the creative market’s greatest fear into a competitive advantage.
After more than two years off the field, we returned to a market we could barely recognize: new challenges, new rules, and the looming threat of artificial intelligence. This case study shows how we didn’t just step back in, we changed the course of the game.
1. Introdution
Yoozo is an independent brand strategy and identity studio, based in Brazil and with projects across more than three continents. Our greatest strength has always been placing client challenges and problems at the center, listening more and speaking less. However, after a two-year pause, we realized that returning to the market with the same strategy and identity would be the same as not returning at all. Today, listening alone is not enough. As strategists, we understood this quickly and decided on a complete rebrand introducing a new brand, a new niche, and a new business strategy.
2. Problems
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a. A strategy to face a market that’s no longer the same.
In the past, we didn’t have a clearly defined audience. Although, organically, almost all of our clients came from outside Brazil and operated in the technology or startup sectors, this still limited the consolidation of a sustainable business model. We couldn’t create targeted campaigns or consistently attract leads, because when you try to sell to everyone, you end up selling to no one. This left Yoozo dependent on referrals and uncertain about the next client. That was the critical point to change: our strategy and business model. On top of that, we didn’t have a unique value proposition, we developed brands, and that was it, something anyone could claim to do.
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b. An identity that reflects our new vision and purpose.
The redefinition of our strategy and business model made Yoozo’s former identity inadequate for the new challenges ahead. It no longer reflected the company’s vision and values. It was time to evolve — to create a new verbal and visual identity that speaks of the future, from entrepreneur to entrepreneur, bridging the worldview of technology founders with Yoozo’s perspective as an essential strategic partner in achieving goals that shape tomorrow.
3. Developing the solution
a. A strategy to face a market that’s no longer the same.
Over the past four years, we have dedicated our efforts to deeply understanding the problems, contexts, and goals of our audience. From this learning, we chose to focus on technology companies and small to mid-sized startups. This decision reshaped not only the way we communicate but also our entire business model. We built an approach designed to serve this audience with exclusivity and specialization, resulting in a unique value proposition.
Building a solid business model allowed us to clearly identify our audience’s needs and how to meet them in a distinctive way. One of the most relevant advancements was the inclusion of pitch development. Traditionally, this service was requested only in its visual aspect. However, we expanded its scope to integrate both design and strategic content, working in direct collaboration with the company and its strategic partners. This pillar has become essential, as it represents one of the most critical moments of contact with investors and the market, where we can act strategically and measure results in a tangible way.
This is just one example of how we rebuilt our message and business model based on the real needs of the audience we chose to serve.
b. An identity that reflects our new vision and purpose.
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Bringing Yoozo’s strategy and business model to life starts with building a brand identity that connects with people and communicates who we are without saying a single word. For the logo, we designed a grid inspired by digital pixels and created a custom typeface that reflects both technological vision and solidity. Built entirely from straight lines, the “Y” can be separated from the wordmark and used independently as a symbol, showcasing the versatility of this solution across every touchpoint, something the previous logo could not deliver consistently.
This design vision extends to the supporting elements, including the iconography system, illustrations, and gradients, all guided by the same aesthetic of straight lines and cool tones
The color palette was refreshed with a more vivid blue-gray to bring a modern touch. We also introduced complementary colors and a gradient specifically crafted for digital materials. The new typography adds lightness, with finer strokes and greater flexibility for customization, enabling clearer and more sophisticated communication.
4. The result of uniting branding and business
With a strategy and business model that work seamlessly together, and an identity that speaks without saying a word, Yoozo is ready to face the future. Our purpose is to help companies worldwide build the brands that will shape tomorrow’s technology. A strong and adaptable identity, prepared for any challenge, across every touchpoint and every opportunity.
Tomorrow deserves a brand.
Shall we transform your company’s story too?
Just as Yoozo recognized its challenges and chose to address them decisively, achieving extraordinary results, you too can be inspired by this success story and transform the course of your business with us. Let’s schedule a conversation and explore how we can build a solid future together.