At Hey! Diseño, we are passionate about branding and creating striking visual identities. However, sometimes a project comes along that pushes us to go beyond the conventional, to challenge our methodologies and discover new ways to make an impact. Umine was one of those.
This innovative human resources company, with its people management platform, training programmes and specialised courses, approached us with a particular challenge: to unify the voice of its team and build a coherent and powerful image for its clients and audience. Despite having undergone a rebranding process, they felt that a key piece of their communication strategy was still missing.
The Umine Project: A Unique Approach to Storytelling
From the outset, Umine stood out for one unique request: to focus exclusively on storytelling, leaving visual identity aside. For Hey! Diseño, accustomed to integrating storytelling, voice, tone and key messages into broader branding projects, this challenge represented an innovative opportunity that we embraced with enthusiasm.
We immersed ourselves deeply in Umine’s universe, capturing its value proposition, objectives and, crucially, its diverse audiences: customers, investors, collaborators and partners. The goal was to forge a cohesive and powerful narrative that would resonate with each of them, dispelling the fragmentation of messages that was affecting the team.
Storytelling as a Strategic Pillar
This project crystallised the essence of storytelling. It goes beyond telling compelling stories; it is about building a strategic discourse that generates emotional connection, communicates the company’s values and positions it firmly in the minds of its audience. Through a process of research, conceptualisation and writing, we shaped the components of Umine’s Storytelling Manual.
This manual, the tangible result of our work, included a Brand Manifesto that encapsulates the essence and purpose of Umine, Narrative Pillars that define the central themes of its communication, Key Messages designed to be clear, concise and memorable, and, more specifically, four customised presentations. Each of these presentations was carefully crafted with the target audience in mind, ensuring that Umine’s storytelling spoke directly to the concerns and interests of customers, investors, collaborators, and partners.
Hey! Design: A Strategic Shift in Communication with Umine
The Umine project marked a turning point for Hey! Diseño, not only because it transformed our client’s communication strategy, but also because it prompted us to explore storytelling independently. This venture allowed us to validate the immense power of narrative as a strategic tool, even when it is disconnected from visual identity.
This challenge taught us the value of flexibility and adaptation, pushing us to step outside our comfort zone and innovate in methodologies to meet the unique needs of each client. Umine’s success reinforced our belief that well-constructed storytelling unifies, persuades and generates a solid and consistent brand image, laying the foundation for effective communication and a memorable brand.
Umine is proof of the power of storytelling and Hey! Diseño’s ability to adapt. It remind us that graphic design and branding trascend the visual; it is about building meaning and connecting with people through authentic and relevant stories.
If you are looking for a fresh and challenging approach for your brand, where storytelling takes centre stage, at Hey! Diseño we are ready to accompany you on that adventure.