Client
“LA CAIXA” FUNDATION
Services
BRANDING
COMMUNICATION
STRATEGY
Sector
SOCIAL WORK
“la Caixa” Foundation focuses on programmes that have the most transformative impact to improve living conditions for vulnerable people, but its social aims also encompass large educational, cultural, scientific and research projects.
As a result of this prolific activity, in recent years the original “la Caixa” brand has accumulated a large number of sub-brands, divisions, programmes and activities, each with its own visual identity distinct from the others. This disintegration of identity prevented the brand from capitalising on its actions, while not achieving its potential with regard to efficiency of communication, even in terms of awareness.
Brand architecture
At Knock, we have been part of a team of agencies responsible for creating the new “la Caixa” brand architecture, playing a role in its strategic approach, rebranding and creation of a new identity system. We have also been in charge of adapting the theoretical exercise to the reality of the brand, which is where the resistance to branding work is really tested.
Therefore, we have planned how it will be applied to myriad materials, spaces, dimensions and media, anticipating and defining solutions for coexistence with other brands and implementation in physical spaces such as CosmoCaixa, CaixaForum or Espai Caixa, among many others.
Visual system and brand book
It was necessary to devise a narrative and a cross-cutting visual identity for the entire architecture, enabling the umbrella brand “la Caixa” Foundation to have greater presence. A studied balance of relationships between brands and sub-brands, embodied in a new visual system for print, digital, video and scenic branding, has allowed us to convey the scale of the Foundation’s social works to its multiple and diverse audiences while also being able to give the brand greater consistency.
A good example of this are the manuals and the visual brand book in which the creation of the visual identity and all its expressions and applications are canonized. The language, tone, content, image treatment, visual system and sub-brand construction are all included in manuals that provide a clear and concise immersion into the brand.
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