Aurum é uma empresa de tecnologia com sede no Brasil. Fundada em 1993, foi pioneira no desenvolvimento de softwares para o mercado jurídico brasileiro. Hoje (2018) a empresa conta com 90 pessoas na equipe e mais de 18.000 advogados ativos na plataforma.
O projeto teve como maior objetivo auxiliar na fusão dos três escritórios da marca que ficam em diferentes capitais, cada uma com culturas e visões diversas. Todos atuavam sob a marca mãe Aurum, porém com submarcas distintas e independentes, que possuíam mais força que a marca mãe. Esse movimento estratégico visava usar o branding para ajudar na unificação do propósito e da cultura empresarial. Além disso, precisávamos reorganizar o portfólio de produtos e marcas da empresa dentro de uma nova imagem corporativa.
Aurum is a technology company based in Brazil. Founded in 1993, the company pioneered the Brazilian market of legal softwares. Today (2018) they have more than 18,000 active lawyers in the platform and 90 employees in the team.
The project’s main goal was to assist the merger of the brand’s three offices located in different capitals, each with distinct cultures and visions. All operated under the parent company Aurum, but with different independent sub-brands, both with greater force than the parent brand. This strategic move aimed to use branding to help unificating the purpose and the corporate culture. Moreover, we should reorganize their product and brand portfolio according to the new corporate image.
Within the discovery of purpose, our strategy was to investigate what the offices had in common and their strengths. In this immersion process, we could realize the team’s upgradeability, as well as the complementation between innovation and experience, created by both mature and young teams acting in harmony.
So, we defined the key concept for the project: the “Renewal”. An experienced company that is not afraid to renew itself, reinvent itself. This is only possible at a high level of proximity to the customers, which allows a better way of advocating with the lawyers themselves. This is the purpose of Aurum: Always the next way of practicing law.
Concerning the brand architecture, the strategy was to create greater visual and verbal synergy between brands, leaving the two sub-brands in less evidence so they would be diluted over time, until Aurum remained as the most important. Therefore, we facilitate the merge of the teams since no product name has excelled over the other, something that could generate conflict. We renewed the parent brand Aurum and put it on top of others, giving visual and verbal strength to it.