OBJECTIVES:
Plan, create, and execute a launch campaign for RD Station’s rebrand, highlighting changes in business architecture and strategy, repositioning the Resultados Digitais brand, launching the Agências de Resultados brand, aligning internal and external communication, and reinforcing the company’s role as a leader and educator in the market.
Plan, create, and execute a launch campaign for RD Station’s rebrand, highlighting changes in business architecture and strategy, repositioning the Resultados Digitais brand, launching the Agências de Resultados brand, aligning internal and external communication, and reinforcing the company’s role as a leader and educator in the market.
Rebrand Launch Campaign
RD Station
work
CHALLENGES:
Effectively communicating the company’s name and identity changes.
Overcoming stakeholder resistance.
Ensuring understanding and engagement from employees, investors, clients, and partners in a pandemic context.
Effectively communicating the company’s name and identity changes.
Overcoming stakeholder resistance.
Ensuring understanding and engagement from employees, investors, clients, and partners in a pandemic context.
MY ROLE:
Strategic and Creative Leadership, Project and Content Management.
KEY RESPONSIBILITIES:
Planning and developing the campaign concept and messaging.
Designing the strategic and tactical plan.
Managing the creative team and overseeing execution.
Developing quizzes and courses on rebranding.
Facilitating internal communication and alignment across teams.
Strategic and Creative Leadership, Project and Content Management.
KEY RESPONSIBILITIES:
Planning and developing the campaign concept and messaging.
Designing the strategic and tactical plan.
Managing the creative team and overseeing execution.
Developing quizzes and courses on rebranding.
Facilitating internal communication and alignment across teams.
INSIGHT:
Changes create insecurity - “A natural step into business maturity.”
Changes create insecurity - “A natural step into business maturity.”
The company’s essence evolves without losing its identity, representing a strategic leap forward.
Concept Development:
• “Evolution — our essence hasn’t changed, we’re just getting better.”
• “Limitless” positioning, reflecting confidence and a growth mindset.
• “Evolution — our essence hasn’t changed, we’re just getting better.”
• “Limitless” positioning, reflecting confidence and a growth mindset.
• Emotional Campaign
Messages that inspire trust and confidence.
• Founder Engagement
Active involvement to reinforce credibility and leadership.
• Internal Education
An educational campaign on the rebrand before the external launch.
• Launch at an Online Event
Marked by the RD Hostel online Summit event, with 100,000 participants.
Messages that inspire trust and confidence.
• Founder Engagement
Active involvement to reinforce credibility and leadership.
• Internal Education
An educational campaign on the rebrand before the external launch.
• Launch at an Online Event
Marked by the RD Hostel online Summit event, with 100,000 participants.
Creative Strategy
1. Internal and External Campaign
Structured planning and execution.
2. Communication Materials
Development of visual guides, quizzes, and identity manuals.
3. Internal Support
Creation of FAQ channels, training sessions, and an ambassador program.
4. Implementation Calendar
Phased adoption of the new identity.
5. PR and Social Media
Active management to amplify the campaign’s reach.
Structured planning and execution.
2. Communication Materials
Development of visual guides, quizzes, and identity manuals.
3. Internal Support
Creation of FAQ channels, training sessions, and an ambassador program.
4. Implementation Calendar
Phased adoption of the new identity.
5. PR and Social Media
Active management to amplify the campaign’s reach.
Project Execution and Key Deliverables:
Results:
Awareness and Engagement
350 materials and 70 actions executed, building strong connections with stakeholders and fostering trust.
Hostel Event
Attracted 100,000 participants, solidifying the brand’s new positioning.
Launch
10 months of secrecy maintained across RD teams during development, implementation, and training.
Priority presentations to clients and investors.
Extensive coverage in national media.
350 materials and 70 actions executed, building strong connections with stakeholders and fostering trust.
Hostel Event
Attracted 100,000 participants, solidifying the brand’s new positioning.
Launch
10 months of secrecy maintained across RD teams during development, implementation, and training.
Priority presentations to clients and investors.
Extensive coverage in national media.
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