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Technically creative

Client

RXF

Services

branding
design & communication

Year

2022

Celebrating 15 years with a new identity that combines the human touch and creativity.

the brand

Present in the IT market since 2007, the RXF Group is known for its cutting-edge IT services and audiovisual solutions. The company stands out in 3 main business areas: Audiovisual, Cinema & Multimedia, and Information Technology, building a strong reputation for professionalism, attention to detail, and innovation.
the challenge

For its 15th anniversary, the RXF Group wanted a rebranding process aligned with its fundamental values of creativity, human contact, and technological expertise. While seeking a modernized image, the company needed to ensure that its established identity from the past decade remained intact.
the story

The rebranding marks a significant milestone for the RXF Group, symbolizing its commitment to providing innovative and comprehensive solutions with a unique blend of dynamism and imagination.

The rebranding process focused on maintaining the group's acronym as the main element, ensuring brand recognition while giving it a new look. The letter "X" took center stage in the new design, featuring concentric arrows that symbolize client-centered services and proximity. When the "X" separates, the arrows point in different directions, representing the expansion and flexibility of RXF's services.

The new image incorporates 3 main colors, each with its own meaning: magenta (representing emotions and energy), blue (conveying trust and technology), and purple (symbolizing creativity, innovation, and modernity). Along with the logo, a new tagline was introduced: "technically creative". The tagline seeks to highlight the history and values of the RXF Group, emphasizing its strong investment in both technological expertise and the human, creative touch. This combination defines the brand's identity and is reflected in the desired outcome.