Case Sodimac
Industry
Home Improvement
Services
Brand Strategy & Design
Client
SODIMAC
Year
2021
Challenge
Sodimac and its New Corporate Identity.
Sodimac, a leading company in the construction and home improvement sector in Chile and across the region, faced a strategic challenge: updating its visual identity to meet the evolving expectations of its users. With an extensive store network and multiple interaction channels, the company needed a corporate identity capable of consolidating its position as a reliable and modern brand. This process was critical to strengthening competitiveness and responding to a market increasingly focused on personalized and consistent customer experiences.
In addition, Sodimac needed to strengthen its connection with both home customers and professional clients, who were seeking practical solutions and a satisfying experience for their projects. This challenge involved not only modernizing the brand’s image, but also ensuring that it reflected the values and quality consumers expect from an industry leader.
Solution
Modernizing Sodimac Corporate Identity.
BBK Group led a comprehensive process to modernize Sodimac’s corporate identity. This approach covered multiple stages—from research to design and prototyping—ensuring results aligned with the brand’s strategic objectives. Each phase was designed to address the brand’s and customers’ specific needs, ensuring the new corporate identity was more than a visual update: it became a reflection of the company’s evolution.
In-Depth Research.
To develop an effective solution, BBK Group conducted detailed analysis that included:
- On-site visits to observe real customer interactions and understand how the brand is experienced day to day.
- Interviews with home and professional customers, gathering key insights into expectations, preferences, and specific needs.
- Surveys, collecting over 386 responses that revealed important perceptions of the brand and its value proposition.
- Internal interviews with executives and strategic teams, helping identify opportunities for improvement and internal alignment.
- National and international trend analysis, providing a broad and relevant context for developing effective strategies.
This research phase not only generated a deep understanding of the current situation, but also laid the groundwork for solutions with both internal and external impact.
CX Framework Design.
Based on research insights, BBK Group developed a CX Framework model, which included:
- An experience signature, defining how the company relates to customers across all touchpoints, with clear guidelines to ensure a consistent and memorable experience.
- An optimized channel model, efficiently integrating physical and digital interactions so that each channel delivered service aligned with the brand’s value proposition.
- Ideal customer journeys, designed to address customer needs at every stage of interaction with Sodimac, optimized to deliver fast and effective solutions.
- Strategic recommendations for implementing the experience signature and prioritizing key internal initiatives, enabling the organization to focus efforts where impact would be greatest.
Visual Identity Redesign.
BBK Group developed a new visual identity centered on Sodimac’s iconic house logo. This redesign incorporated:
- Innovative layouts integrating textures, products, and colors to reflect Sodimac’s universe and its wide range of solutions.
- Effective omnichannel consistency, ensuring coherence across all touchpoints—from physical stores to digital platforms.
- Modern visual elements that reinforced the brand’s market leadership and enhanced its relevance versus competitors.
The new visual identity not only captured Sodimac’s essence, but also improved how the brand communicates its values and services to its target audiences.
Results
The implementation of these strategies enabled Sodimac to:
- Position its new corporate identity as modern and aligned with market demands, attracting a broader and more diverse audience.
- Reaffirm its leadership as a home improvement reference, standing out through innovation and commitment to quality.
- Strengthen the customer experience by delivering consistent and satisfying interactions across physical and digital channels, resulting in a significant increase in customer satisfaction.
- Optimize its brand image, consolidating its position as a company that understands and responds to customer needs.
BBK Group
How Sodimac’s Corporate Identity Made the Difference
The transformation of Sodimac’s corporate identity is a clear example of the positive impact BBK Group can generate for its clients. This project demonstrates how an integrated, research-driven and tailored approach can modernize a brand and strengthen its market positioning.
As Chile’s number one consultancy, BBK Group specializes in brand and business transformation, delivering end-to-end solutions from strategy to execution. If you would like to learn more about how BBK Group can help your organization reach new levels of success, visit our official website.
