Sofka, a software house born in Medellin, provides technological services in more than twelve countries in the Americas. We collaborated with the brand to unify its communication and marketing, identifying its differentiator and increasing its visibility in its expansion strategy.
Scope
Task
After conducting market research and interviews with customers and employees, we defined the brand's current and desired positioning. We identified the company's strengths and weaknesses, and based on this, we defined the key attributes to promote and improve. The results of the diagnosis gave us insights into developing a new identity focused on modernity and simplicity while allowing the brand to remain flexible and attractive.
We defined its USP (towards the consumer) and EVP (towards the talent), and these became the basis for the creative concept “BETTER HAPPENS EVERY DAY”, which not only speaks of what the company does but of its philosophy of continuous improvement that guides its way of working, differentiating it from its competitors. This concept was implemented in two languages to accompany our client's expansion strategies in key markets.
The strategic pillars we developed served as the foundation for crafting and localizing the communication strategy. We focused on the main internal and external channels, as our target audience included both clients and employees. We developed communication lines and selected key channels to tell Sofka’s story in a consistent and coherent manner.
We redesigned the client's website based on the new brand elements, focusing on its dual role of image and sales. We created a custom CMS that allows the client to create content flexibly, ensuring consistency and accuracy in communication.
We developed communication plans that defined the themes and tone for each social media platform. We created a strategy for both organic and paid actions across four key markets.
We designed dynamic elements and animations that allow the client to present their value proposition in an engaging and distinctive way. We also provided graphic themes for self-created animations and guidelines for producing video content.
We developed promotional plans for key events, both in-house and industry-wide, ensuring appropriate visibility for the brand. We executed the promotions before, during, and after each event, ensuring continuous brand presence in relevant industry media.
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