what we did
Scenario analysis
Competitors analysis
Target audience analysis
Brand platform
Strategic positioning
Tone of voice
Brand manifesto
Visual identity
Institutional material
Promotional material
awards and publications
IDEA/Brasil Awards 2013
Finalist in the Design Strategy category.


life better

Nastek is a large technology company founded by engineers, whose creation happened due to its founders desire to develop products and offer solutions that make peoples’ lives easier, connecting them. With the fast pace that the company grew, a part of its essence got lost. It was the right moment to rescue it. Besides the launch of a new line of products that would be the door to the B2C market, Nastek was preparing to do business internationally. Considering all the variables of this context, saadbranding+design was called upon to develop a repositioning project for Nastek.

an adaptable brand

Through interviews with the stakeholders and extensive immersion, competitors, benchmarks and scenario researches, the essence of Nastek and its major strategic point of differentiation rose: the concern with mankind’s well-being. Thus, the central idea for the brand — aka, the brand idea — was developed to reflect the brand’s positioning and eventually its tagline: Making life better. The entire identity is flexible and communicates one of the company’s main differentiating points: the possibility of customizing solutions that vary according to the context it’s being applied to, or to the customer, or even to the product that it’s promoting. For example, we could see the tagline Making our planet better in green tones when it is relating to sustainable products, or Making logistics better in blue shades when it refers to products such as GPS or tracking devices and a variety of possibilities that may appear. The identity system is broad and versatile, both visually and verbally, and incites a dialogue with the audience to fulfill its needs the best way possible. The tagline in English, when used on the national market, is always accompanied by its translation to Portuguese, Brazil’s native language, portraying a brand that is proudly Brazilian, but that is ready to operate in markets all over the world.

leader in the Brazilian market

Making life better is a broad, clear and direct message that perfectly translates Nastek’s essence and also works as a compass so that employees and stakeholders understand what is the main purpose of the company. Besides the development of a new brand and identity that reflected the company’s values and truly speaks to the audience, a brandbook was also developed to enhance the internal alignment and to help to unify the brand’s language. Once it was perceived and understood by everyone as one system, it inspired and involved their internal audience, making them feel part of something much more relevant and empowering the to translate it perfectly to the customers. Today, Nastek is the leading supplier of automation and communication technologies in Brazil. It has 90% of the market share. Nastek’s products and services can be found in over 130 million households in the country everyday. Not only that, the company is consolidating its internationalization process, conquering Europe and American markets.
The project was able to synthesize what we couldn't express.
Lauro Corrêa Cruz Junior, founder and CTO
If not for the branding project, we certainly would have gained as much attention worldwide as we have. The project boosted and enriched our products’ attributes, leading to a brand that is unique and full of personality.
José Wanderley Scucuglia, founder and CEO of Nastek