Research · Brand personality · Rebranding

Cooabejorral

Research-led brand strategy translated into a collaborative identity and communication system.

Cooabejorral identity from the final brand manual

The project

The rebranding began with understanding the cooperative and its audiences. I led the research component and worked with the team on brand personality and communication direction, informing the collaborative identity development.

Concept development of the Cooabejorral symbol
The idea behind the symbol.
Cooabejorral brand color system
The color system.
Cooabejorral outdoor advertising mockup
Proposed outdoor application.
Cooabejorral digital identity mockup
Proposed digital application.
Color in context

A palette with a place to belong.

Final identity manual · Cooabejorral

Choose a swatch, or turn on the inspector and sample the original palette.

CoreVerde Montaña#00635B
Cooabejorral digital application proposed in the final identity manual
Proposed digital application · original manual artwork
Choose a documented color

Cooabejorral · final identity manual, 2025. Research by Santiago; collaborative visual identity. Proposed applications.

Scope & craft

My contribution.

  1. 01

    Listen before designing

    I led the research component of the project, using interviews and focus groups to understand the brand and its audiences.

  2. 02

    Define the personality

    A caring, close and service-oriented personality gave the brand a communication direction. The Caregiver archetype is documented in the identity manual.

  3. 03

    Translate into a system

    I participated in the collaborative rebranding and developed communication and social media recommendations. The visual identity was a team effort.

Credits

A collaborative rebranding project for Cooabejorral, completed in 2025. I led the research component and contributed to brand personality, communication strategy and the collaborative rebranding. Visual identity developed with the project team.