CNH Trust is a global family office and concierge business. The traditional company was looking for an expansion to its service range as well as a full branding redesign.
Rebranding projects are always challenging, and here are some of the challenges we faced, and how we overcame them:
Past Perceptions, i.e. their old reputation. Especially current customers may have some difficult time overcoming their previous knowledge and biases concerning CNH brand. To overcome this challenge we maintained crucial elements of CNH previous brand.
Confused Messaging, which is making sure that all of the new messaging is consistent. We overcame this challenge by getting the launch done on the right timing, not confusing current customers and social media followers.
Accedor, in partnership with MobMe in Brazil, recreated the company brand, with a new logo, new branding guide and identity.