FIAT REBRANDING – LATAM
One of the most beloved and recognized brands in Brazil, leading sales for 11 years, with the creation of FCA, the organization shifted its efforts towards consolidating the Jeep brand in the country. Additionally, the automotive market has suffered from declining sales and changes in consumer behavior, which have disillusioned audiences and weakened the brand's connection with people.
In this scenario, we faced these challenges: to bring forth the purpose of FIAT; to make the business direction clearer without room for different interpretations; to reestablish close and trustworthy relationships between the brand and its audiences; to resignify the emotional ties that Fiat built with the consumer; to create a visually impactful and attractive universe, to once again generate consumer desire; to have a communication that goes beyond the product itself and shares its worldview.
More than 100 years in Argentina
and 44 years in Brazil.
From the beginning of the project, we knew that it was not just any car brand. And that became clear in the diagnostic interviews; people missed FIAT. A charismatic brand that couldn't go unnoticed and built a relationship of fascination and passion with its audiences.
The whole process was conducted in a co-creative manner with the FIAT executive team. Hands-on. Everyone in the same room, speaking the same language(s), walking in the same direction.
More than reinventing the brand, it was necessary to go back to its roots, extol the qualities of its Italian roots and the exciting mixture with Brazil, in a way that reflected mainly on its personality attributes more clearly.
And, with this exciting mixture, the brand's purpose should also be: passionate about every path. It brings a clear vision of how Fiat sees life, as well as addressing the path as the streets and also as everyone's life journey.
A brand with Italian origins and a successful history in Brazil is the only one in the market that can speak and convey with authority its personality that is half Italian and half Brazilian, pop, charming, and spontaneous.
With FIAT, we have brought back the cool side of being on the streets, everywhere, as a democratic brand. Pop, a brand that knows how to connect with everyone and that is in touch with what happens in popular culture.
We have also rescued an icon from Fiat's history and updated it in a contemporary way: the Fiat Flag, a tribute to the Italian flag, which avoids caricatures and expands the brand's visual universe, going beyond the product itself.
All the strategic and creative work was designed to consolidate FIAT as a brand that goes far beyond the automotive market, with the potential to be even more a part of people's lives in different moments and to create various partnerships along the way, whether with coffee, clothing brands, etc.
