Context & Challenges
Vanto Group was founded over 30 years ago with a clear purpose: to drive and guide structural transformation in the organizations it serves. In a market filled with strategy and culture consultancies that share similar narratives and superlative promises, Vanto grew by occupying its own space, combining methodological depth with human listening. Recognized multiple times by Forbes among the world's best business consultancies, it serves organizations such as NASA, Gerdau USA, London’s Metropolitan Police, GSK, Red Bull and leading enterprises across Latin America, Asia and the United States. Yet, the brand faced constraints in attracting new clients at the scale it aspired to, making business development largely dependent on prior relationships and referrals.
We were invited to rethink the identity after Tátil's leadership team experienced Vanto's method from the inside. More than updating the language, the work required translating its value proposition and building a brand capable of sustaining a global reputation that the existing discourse could no longer carry.
Vanto Group's language did not match the sophistication of the consultancy. The website was dense and wordy, organized with a predominantly commercial logic, and not even the ideal audience fully understood what Vanto does, how it does it and for whom.
It was necessary to build an identity that translated Vanto's singularity without resorting to the codes widely used by the large strategy houses, with their stark impersonality, or by the culture consultancies, with their more affectionate and didactic register. Vanto Group was neither one nor the other.
