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Communication strategy and rebranding of the Polargos brand
Polargos is one of Poland’s largest manufacturers of gates and fences. The products created in the company’s factories are sold not only to the domestic market, but also successfully conquer foreign markets. As part of its continuous development – both on the product and marketing levels – the company underwent a thorough rebranding, gaining a new logo, visual identity and communication strategy.
The first stage of cooperation was the supervision of the company’s rebranding. We created a new visual identity, which from the beginning of 2022 is consistently implemented on all communication channels. All this is based on the developed communication strategy, which we also created for the brand.
The sign we designed closely corresponds to the nature of the company’s business. It consists of a two-element signet, which is a metaphorical representation of an open gate, and the brand name inscribed in the very center. The whole is accompanied by a claim: Fences from professionals.
The claim is a creative development of the strategy developed at the agency – Polargos products are placed in the DIY segment, making them easy to install even by laymen. The individual components have been created so professionally and functionally that you don’t need a bunch of experts and professionals to be able to install the fencing systems – a little neighborly help is enough for that.
The new Polargos logo, as a whole, is a symbol of openness to new solutions, technologies, people, trends, and an attempt to show directly the company’s area of activity. The slant used in the new visual identity is an emphasis on dynamism in action, achieving goals and setting the direction of development for the entire fencing market.
The color scheme used is a kind of identity bridge between the old and new identities. Green has been with Polargos from the very beginning, it is the company’s signature color that distinguishes it from the competition, which is why it has remained unchanged.
Lotna also took over the brand’s social media communications support. The developed strategy of activities in SoMe mesh the brand’s image and sales goals. Communication activities are currently being conducted on Facebook, Instagram and LinkedIn.
As part of marketing support for the Polargos brand, the agency also creates BTL materials and all custom actions in diversified communication channels.
The agency’s task is also to provide advice and substantive support to the client in the field of ongoing communication and strategic activities.
Team:
Graphic creation: Michał Wyszyński
Creative Supervision: Anita Kamila Sochacka
Communication strategy and project management: Piotr Flis
Social media supervision: Piotr Mateńko
