Crafting Dreams
A brand repositioning turned into an organizational transformation via an essential, mindblowing redefinition of what is life.
→ Personally engineered and crafted on Brand Strategy, Brand Portfolio Architecture → Made in TBN/dentsu creative, oct 2020 - may 2021 (video manifesto inspired by my strategy but not realized by me/agency that worked on brand strategy project)
As of 2020, A2A Group was widely recognized as an established, innovative local authority in providing power & utilities services in the wide Lombardy regional area.
Problem #1: A2A was already much more than that, actually being a giant in providing services nation-wide and even internationally through subsidiaries, m&a etc.
Problem #2: how do you reposition such a colossus of utilities when the utilities category itself has become increasingly blurred and diluted in differentiation meanings?
Strategy here was literally all about "back to basics": rooting in 2020's skyrocketing attention to sustainability and a thorough deep-dive analysis of the utilities category communication, we asked ourselves what utilities really means in the simplest, matter-of-fact terms; what's the real value of energy providing, water supplying and environment management for our daily existence? Well, we found out NASA itself defines energy, water and environmental components as the three main factors for life development. There it was, our "blue ocean" strategy, our category plot twist. A2A is not in the utilies landscape. A2A is in the business of life.
A2A, a Life Company. A big, huge, potentially infinite transformational idea not just for a brand, but for the entire organization. The concept immediately clicked in the minds of A2A people, connecting to a deeply-structured brand strategy and architecture reassessing and reorganizing the upper level of A2A Group portfolio structure. But it didn't stop there: the more it has been utilized in communications (through campaigns, partnerships, sponsorships, stakeholder events, branded content and so on), the more it pervaded the entire A2A Group identity and 10-year industrial strategy, validating a brilliant intuition not only on paper, but in the nitty-gritty of real, day-by-day actions and projects as well.
Because that's what a Life Company really does.
