OBJECTIVES:
Reposition and strengthen Air Apps as a reference in the mobile app market, highlighting its expertise, innovation, reliability, and human impact.
Reposition and strengthen Air Apps as a reference in the mobile app market, highlighting its expertise, innovation, reliability, and human impact.
Create a cohesive identity for the corporate brand and its 36 products, reflecting the company’s values and value proposition.
Brand Strategy
Air Apps
Work
CHALLENGES:
Competitive Market, Over 1,400 active competitors in the iOS market. Differentiating Air Apps as an innovative app developer and publisher.
Developing a strong brand strategy that appeals to multiple targets: end users, developers and studios, investors, and talent.
Reflecting core values like empowerment, excellence, and synergy.
Representing the brand effectively across different app categories with distinct audiences and interests: productivity, learning, fitness, and well-being.
Competitive Market, Over 1,400 active competitors in the iOS market. Differentiating Air Apps as an innovative app developer and publisher.
Developing a strong brand strategy that appeals to multiple targets: end users, developers and studios, investors, and talent.
Reflecting core values like empowerment, excellence, and synergy.
Representing the brand effectively across different app categories with distinct audiences and interests: productivity, learning, fitness, and well-being.
MY ROLE:
Strategic Leadership
KEY RESPONSIBILITIES
Market research.
Ideation and execution of the brand strategy.
Defining positioning, attributes, brand architecture, tone of voice, and messaging.
Creative direction for the visual identity.
Strategic Leadership
KEY RESPONSIBILITIES
Market research.
Ideation and execution of the brand strategy.
Defining positioning, attributes, brand architecture, tone of voice, and messaging.
Creative direction for the visual identity.
INSIGHT:
“We empower people to prioritize what truly matters in their lives.”
“We empower people to prioritize what truly matters in their lives.”
Air Apps stands out by creating people-centric solutions that simplify and enrich daily life.
Apps that help people focus on what truly matters, with innovation and accessibility.
1. Brand Architecture
Clear structure between publisher and developer areas.
Separate corporate communication from product marketing.
2. Brand Positioning and Personality
Purpose: Empowerment and innovation.
Statement: “We empower people to prioritize what truly matters in their lives.”
3. Tone of Voice and Communication Strategy
A blend of human closeness and technical capability.
Narratives that connect products to users’ everyday lives.
4. Creative Direction for Visual Identity
Reflecting the constant pursuit of innovation and human impact.
Visual aesthetics aligned with product functionality.
5. Implementation and Testing
Application across various media and platforms to ensure resonance with target audiences.
Adjustments to social media and product marketing to maintain consistency with the new positioning.
Clear structure between publisher and developer areas.
Separate corporate communication from product marketing.
2. Brand Positioning and Personality
Purpose: Empowerment and innovation.
Statement: “We empower people to prioritize what truly matters in their lives.”
3. Tone of Voice and Communication Strategy
A blend of human closeness and technical capability.
Narratives that connect products to users’ everyday lives.
4. Creative Direction for Visual Identity
Reflecting the constant pursuit of innovation and human impact.
Visual aesthetics aligned with product functionality.
5. Implementation and Testing
Application across various media and platforms to ensure resonance with target audiences.
Adjustments to social media and product marketing to maintain consistency with the new positioning.
PROJECT EXECUTION AND KEY DELIVERABLES:
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