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Become a benchmark again, lead the way.
A solid brand for a new era in agricultural and construction machinery.
CUSTOMER
Macori
SECTORS
Construction
SERVICES
Rebranding
Verbal Identity
Visual Identity
Advertising Campaigns
On/Off Marketing Campaigns
Communication Management
THE CHALLENGE .
Macori had been a benchmark in the distribution of agricultural and construction machinery in Costa Rica for years, but its brand had fallen behind. Without active communication, a coherent visual system, and a narrative that reinforced its leadership, it was losing presence and recognition in an increasingly competitive market. Our challenge wasn't to redesign for aesthetics, but to rebuild the value of a brand that, while still strong operationally, had stopped conveying who it was.The first step was to understand what had been eroded. We diagnosed a clear disconnect between what the brand was and how it was presented. There was no narrative, no visual consistency, and no strategic intent. From there, we worked on a new identity capable of restoring Macori's authority without losing its essence. We designed a robust and clear visual system, with a graphic language aligned with its technical yet accessible nature, conveying trust, solidity, and track record. The entire strategy revolved around repositioning Macori as what it truly is: a key player in the sector.The implementation was cross-cutting. We extended the new identity to every touchpoint: signage, technical materials, outdoor advertising, radio and print campaigns. We didn't just want it to look different; we wanted it to reclaim mental and physical space. And so it did. Macori regained visibility, presence, and recognition. It returned to the market, but not as a renewed brand, but as a brand that once again spoke clearly and asserted itself naturally. Because when a brand knows who it is, others notice.



Macori needed to regain its rightful place. For years, it had stopped communicating, and its brand had been fading. Our challenge was to revive its identity from the ground up: redefine its positioning, build a solid visual system, and apply it to all touchpoints. The result: a brand that was once again recognized, remembered, and respected.


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