Reorganise, Brand and Communicate Services
Challenge
For 30 years, Ascendum sold its Contract Service Agreements (CSAs) under the same Volvo-inherited naming even as its offer expanded well beyond standard maintenance and repair to include optimisation analytics and business intelligence consulting. This legacy naming limited Ascendum's ability to include other represented brands under the same contracts, and prevented the company from capitalising on its added value as a modern, multi-brand partner rather than a single-brand dealer.
Solution
I conducted a competitive analysis of how peer companies structure and communicate their service portfolios, and mapped which services were delivered by Ascendum's own team, by the manufacturer, or jointly, to determine the right branding approach at category and service level, and the appropriate visibility for manufacturer branding. I developed several service structure scenarios and naming proposals, each accompanied by a quote for the work and for potential further development.
Result
This work was followed by branding and communication of the approved service design, naming and brand architecture, all conducted by me, from quote proposal to artwork preparation.
Client: Ascendum | Strategy, Copywriting, Project Manager: Nadia Pestry | Designer: João Pina | Final Art: Isabel Pinto
Competitive Benchmarking | Brand Positioning | Brand Architecture | Service Design | Service Branding | Naming | Project Management | Creative Copywriting | Client Presentations | Budgeting | Invoicing