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CAP
Brand repositioning and identity to project a new stage for the group
The challenge
After redefining its purpose, corporate structure and business diversification strategy, Grupo CAP, an iconic Chilean company with over 80 years of history, faced the challenge of taking a new step in its transformation process.
To do so, it needed to reposition the CAP brand with its different audiences, projecting an identity capable of reflecting its evolution from mining toward a broader ecosystem linked to industry and infrastructure.
What we did
Building on the purpose definitions developed with Almabrands in 2021 and the business strategy projected to 2030, we developed a new brand narrative and identity capable of expanding CAP’s territory.
The work sought to strengthen its identity as a group, positioning the brand in a broader space that integrates mining, industry and infrastructure, and projecting attributes of innovation, dynamism and sustainability.
Result
A renewed brand identity that projects the group's strategic evolution toward new territories of growth.
What we did
In 2022, Gildemeister was beginning a new stage as an organization. With the arrival of a new CEO and the formation of a new executive committee, it began a process...
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