Brand strategy
Brand platform
Vision & purpose
Verbal identity
Visual identity
Tone of voice
UI/UX guidelines
Communication system
Brand platform
Vision & purpose
Verbal identity
Visual identity
Tone of voice
UI/UX guidelines
Communication system
Location: Global / USA-based
Year: 2025
Role: Brand strategist, creative lead, consultant
Project led independently with ongoing input from Marteu’s leadership team (CEO, COO, CMO). Scope covered from concept development to execution guidelines.
Contributions
• Brand strategy and positioning
• Vision and purpose development
• Verbal identity and tone of voice
• Creative direction for messaging and key narratives
• Visual identity system
• Communication architecture: funnel messaging, creative messaging, key messages
• UI/UX brand guidelines foundation
Marteu is a global company dedicated to simplifying international materials procurement and enabling businesses of all sizes to scale with confidence. The project was developed in four stages:
1 - Brand analysis – A full audit of the brand, business and communication, including internal and external environment, identification of opportunities, and definition of 9 strategic challenges for the future.
2 - Conceptualization of the brand platform – Development of the strategic foundation: brand archetype, personality, purpose, vision, positioning and tagline.
3- Visual identity system – Creation of a scalable, coherent identity, including logo, color palette, typography system, and brand assets.
4- Application and guidelines – Development of UX/UI principles, digital design system, photography style, and communication guidelines for consistent brand execution across channels.
The result is a comprehensive and future-ready brand platform, designed to support Marteu’s current growth and its ambition to become a scalable global ecosystem.