pcFactory has been for twenty years the main destination to buy tech devices in the
country, however over the years it developed a communication style focused mainly on expert users
leaving less experienced ones behind, this linked to an outdated visual style was undermining its
expansion.
The main challenge was to turn the brand into the expert partner that would
allow different generations to understand technology. For that we had to rethink his name,
his tone of voice and his visual identity.
To face the main challenge, we developed a new strategic platform that would
support future business and communication decisions, going from being a computer store to
the go to technology advisory space in the country. We created a tagline that would allow
the brand to directly reflect this new positioning. “Technology for you”, which seeks to
speak to both expert and beginner audiences.
We designed a visual identity system that brings this idea to life, allowing them to
be a credible and modern brand, as well as incorporating key visual tools for its digital
experience. For the website, we developed a research process focused on creating more
efficient, accessible and inclusive purchasing processes, eliminating several points of
uncertainty in the original process.
