After finishing university, I joined Behmont Commercial Equipment (www.behmont.com) in Argentina in a position focused on Marketing and Design. In this role, I led the development of a comprehensive communication and visual strategy adapted to the challenges of the COVID-19 context and shifting consumer behavior.
My responsibilities included defining new sales and communication objectives, creating visual content, optimizing customer engagement through digital channels, and ensuring brand consistency across all touchpoints. This project, Visual Strategy and Brand Communication, presents the specific initiatives I implemented to strengthen the company’s brand presence both online and offline.
Objetives
Improve communication with existing customers.
Interact with potential new ones.
Enhance brand visibility and consistency
Open new communication channels
Context analysis
Definition of marketing and design goals
Alignment of visual and communication strategy
Brochure Design
We proposed and created a new catalog format, organized by purchasing frequency, to serve as a practical sales tool and visual brand asset.
Tasks:
✔ Product classification
✔ Graphic layout and visual hierarchy
✔ Integration of brand identity
CONSIDERATIONS:
They were classified according to specific sales areas.
The colors were in line with those used by the market.
We incorporated digital catalogues to facilitate its distribution to sellers and clients.
Signage (COVID-19 Response)
Signage was redesigned for internal and external use, providing clear and relevant information related to COVID-19 safety measures.
Tasks:
✔ Content writing and visual design
✔ Compliance with public health communication standards
✔ Coordination of printing and installation
Social Media Strategy
We opened new channels, personalized our communication, and implemented a WhatsApp catalog to improve accessibility and customer support.
Tasks:
✔ Creation of Instagram and Facebook content
✔ Setup and design of WhatsApp Business catalog
✔ Development of personalized messaging templates
Merchandising & POS Design
To expand our visual identity to physical stores, we developed eco-friendly shopping bags.
Tasks:
✔ Design of reusable branded bags
✔ Coordination with suppliers for sustainable production
Open/Closed Signs for Clients
We created a set of "Open / Closed" signs as a gift for our clients. The goal is to help them enhance the experience of their own customers at the entrance of their businesses. This initiative is part of our merchandising efforts, aiming to add value and brand visibility in a functional and visually appealing way.
Results & Impact
- Increased brand engagement across digital platforms
- Improved communication with customers during lockdowns
- Enhanced coherence in visual and verbal messaging
- Strengthened the company’s positioning through design