ReBranding an entrepreneurial ecosystem which outgrown itself
Challenge
Outdated Brand, Diluted Positioning
Founded in 2010, IdeiaLab built its brand around the early needs of Mozambique's entrepreneurial ecosystem. Since then, the company had grown far beyond that original image, expanding its team, its diversity of projects, and its footprint into international markets, while its brand and communication had not evolved to match. With new local and international players entering the space, including global consultancies, IdeiaLab needed a clearer, more mature positioning that reflected who the company had actually become.
Solution
Market Research, Service Mapping & Brand Architecture
I conducted market research and a competitive audit of the local and regional ecosystem, then mapped and audited IdeiaLab's own portfolio of programs and partnerships, from public incentive schemes to business angels, venture capital and corporate partners, structured around the company's three pillars: Stimulate, Activate and Accelerate. Based on this mapping, I defined IdeiaLab's positioning.
Result
Approved and Implemented
The new brand and positioning were approved and launched, with IdeiaLab's internal team going on to independently develop and roll out further communication materials based on the new brand foundation, a sign the new identity was fully adopted, not just delivered.
Client: IdeaLab | Copywriting: Ana Simões | Designer: Daniela Neves | Strategy: Nadia Pestry, Ana Simões | Project Manager: Nadia Pestry | Final Art: Isabel Pinto
Market Research | Competitive Analysis | Service Mapping | Brand Positioning | Naming | Brand Architecture | Project Management | Brand Consulting