SERAFIN

Context

Founded in 2010, GFAI Holding S/A aims to help families achieve financial independence and secure a prosperous future. Faced with market changes and the need for a more comprehensive approach, the company underwent a business model review, brand positioning, branding, and digital presence revision to better meet current demands.

 

Challenge

To understand clients', financial planners', and non-clients' perceptions of GFAI, as well as to understand the current financial planning market, in order to revise the entire positioning and business model of GFAI from a brand turnaround that better optimizes the current market.

 

Strategy

In the face of GFAI's entire brand turnaround, the strategy defined for brand engagement can be categorized as follows:

 

1. Rebranding of Brand and Offered Services: In response to GFAI's desire for a complete brand turnaround, we defined a specific front aimed at complete repositioning and creating a new brand to position itself in the market alongside a business model review, as well as the products offered and the format of consultations and solutions offered.

 

2. Positioning and Communication: Based on the new brand, define how the brand would position itself in the market and how it would communicate with the different audiences of its ecosystem effectively and optimally through a communication front architecture.

Our Approach

 

What We Accomplished

• Immersion and Data Collection: An immersion was carried out from the perspective of the different profiles of audiences involved with the brand, along with an in-depth study of market trends, players, competitors, as well as the behavior and journey of all involved.

 

• Rebranding: In response to GFAI's decision to undergo a complete brand change, a specific front was dedicated to total repositioning and creating a new identity to stand out in the market, giving rise to the new brand SERAFIN.

 

• Positioning and Communication: We developed a communication front architecture with guidelines guiding how the brand translates into day-to-day tactics for each channel.

 

• Consulting on the Model and Services Offered: Based on data and in-depth understanding of the market, the brand received consultancy on the business model, the products offered, and the format of consultations and solutions, seeking optimization and adaptation to market demands.

 

Challenges Overcome

• From this, it was possible to achieve several project objectives:

 

• A more innovative and digital brand, with branding more suited to the needs of the audience and the market.

 

• A more optimized portfolio of products and services, in line with the demands of the target audience.

 

• Tactical guidelines for a communication strategy more consistent with the current market and the needs of the target audience, effectively translating the brand across different communication fronts, reinforcing its positioning.

 

• Development of a new institutional portal with the new brand offering B2B and B2C solutions to potential new customers.

 

Results Achieved

In addition to the challenges overcome throughout this project, several significant results that positively impacted SERAFIN (formerly GFAI) were achieved. The successful implementation of the rebranding strategy resulted in a new brand identity more aligned with the company's objectives and values, strengthening its position in the market. Additionally, positioning and communication actions allowed for greater connection with the company's various audiences, generating greater engagement and brand recognition. Consulting on the business model and services offered enabled important enhancements, making them more efficient and aligned with market needs and customer requirements.