COAAT Gipuzkoa Global repositioning.
The Official Association of Quantity Surveyors and Technical Architects of Gipuzkoa is an institution of reference on the Basque and national stage that has accompanied the territory’s urban and industrial development for more than 80 years. Its rigor, its focus on building safety and its commitment to technical progress in construction make its work transcend the technical: it promotes continuous training, drives sustainability and proudly represents a profession that is key to the transformation of our cities.
We were asked to reposition the brand across all its touchpoints: the internal professional, the corporate, the institutional and the public. And to do it in a deep way, one that went beyond graphics to reach the story and the orientation. The goal was to showcase its impact and connect better with citizens.
After an audit of more than 4 months gathering perspectives and knowledge from the different players in its ecosystem, the first decision was to add to the project an assignment that was never requested but clearly necessary: a change of naming. The initials COAATG were unpronounceable and distancing. And so COAAT Gipuzkoa was born — a clear, local, accessible name.
Our next challenge was shaping the story and redrawing the architecture of its discourse. Simplifying, structuring, creating messages tailored to each target. Building a scaled, personalized, adaptable story became a load-bearing beam of this project. And a synthetic closing line to define its value in a personalized, exclusive, easy-to-remember way: “Construction has a fundamental impact on the progress of society. And our profession has a fundamental impact on construction.”
From there, beyond building internal culture, pride of belonging and the ability to communicate effectively, we developed a visual identity that made this forward shift visible — a new logo and a visual universe that would humanize and, at the same time, elevate the technical role.
We also redrew the digital architecture. The COAAT Gipuzkoa website became a space to present the institution, share knowledge and simplify the relationship with members and citizens. From design to content, everything was built on one criterion: clarity, accessibility and efficiency. A website that doesn’t just inform — it connects.
We developed a 360 campaign to project both inward and outward. A comprehensive strategy featuring a film that moves people. Print pieces to carry the values into public space and social media. A salesbook to organize and amplify. A campaign to take the streets with bus shelters and buses. And an internal communication campaign that aligns members and reinforces their sense of belonging.
To activate the whole project and begin the redesign of the internal culture, we closed the project with the conceptualization, direction and production of an event that made the profession visible and celebrated it. A day to share the pillars of the manifesto, screen the film and unveil the new visual identity before members, institutions and citizens. A key moment to build community, activate the new positioning and consolidate the collective value of technical architecture.
