INSIDE THE PROJECT
Fest Events — Luxury Wedding & Event Styling
Since its inception in 2015, Festividades established itself in the Ecuadorian market as a leading name in children's party decorations. However, when expanding into the wedding sector.
EXECUTED SERVICES:
▪ The starting point: From A to B
Since its inception in 2015, Festividades established itself in the Ecuadorian market as a leading name in children's party decorations. However, when expanding into the wedding sector, it encountered a challenge: its strong positioning in the children's niche made it difficult for customers to associate the brand with elegant and romantic events.
A detailed analysis confirmed that demand in this new market was high, with 80% of the calendar booked without any sales efforts. However, to truly connect with this audience and meet their expectations, an evolution was necessary. This led to the creation of Fest Events—a refreshed identity that preserves the brand’s essence while adopting a more sophisticated image, perfectly aligned with the wedding sector.
▪ The Pandora’s Box: What the Audit Revealed
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The brand lacked a defined visual structure, with inconsistencies in typography, colors, and logos across different touchpoints. Additionally, the tone of communication lacked a clear personality, weakening both brand recognition and audience connection.
Impact: This lack of cohesion and consistency led to customer confusion 2and made it difficult to build a strong, differentiated identity in a highly competitive market.
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The audit revealed that Fest Events' value proposition was not clearly defined, making it challenging for the brand to stand out from competitors. There was no compelling narrative to showcase what made the brand unique in terms of customer experience, service, and benefits.
Impact: Without an obvious differentiating factor, the brand became less memorable, blending in with competitors rather than establishing a strong market position.
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A disconnect was identified between the brand’s messaging and the values, aspirations, and expectations of its target audience. The offer was not fully aligned with customer desires, which limited both loyalty and growth potential.
Impact: Misalignment with audience needs weakened the effectiveness of marketing campaigns and negatively affected the customer conversion rate.
▪ Playing Chess: The Challenge of Evolving Without Losing Essence
The growth of Fest Events required more than just a rebrand—it needed a well-defined strategy to connect with its new audience and facilitate the transition into a new niche. We developed an identity aligned with the wedding sector, ensuring that the brand conveyed sophistication, emotion, and exclusivity.
To achieve this, we reinforced its market differentiation through a clear value proposition and strategic communication. An ideal client profile was defined based on their desires and expectations, allowing each event to deliver personalised and memorable experiences. Additionally, we structured a flexible business model, creating space for new event categories without compromising the brand’s essence.
ELEGANT
DISTINCTIVE
DREAMER
ELEGANT DISTINCTIVE DREAMER
▪ Change in Action: Beyond What Meets the Eye
BRAND ARCHETYPE: THE RULER The transformation of Fest Events went beyond a simple name change—it was a strategic and visual overhaul designed to establish its presence in the wedding sector. Guided by The Ruler brand archetype, we crafted a sophisticated identity that conveyed exclusivity while maintaining a sense of closeness.
To achieve this, we developed a refined logo featuring elegant typography and bespoke details, such as the elongated ‘F’ and the fluid connection between key letters, symbolising luxury and distinction. The brand’s verbal identity adopted a sophisticated yet approachable tone, emphasising exclusivity and meticulous attention to detail without losing its emotional connection with clients.
At a strategic level, the transition was anchored in authentic storytelling and visual content aligned with the experience the brand aims to offer. Communication was optimised to project confidence and sophistication, reinforcing its positioning in the wedding market and distinguishing it as a brand that does more than organise events—it creates memorable experiences with a signature touch.
▪ Results: What we achieve together
The transformation of Fest Events successfully positioned the brand in the wedding market while maintaining the trust built in the children’s sector. The strategy implemented not only consolidated its new identity but also generated a tangible impact on public perception and commercial performance.
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Fest Events was no longer perceived solely as a children’s brand but became recognized in the wedding industry as a sophisticated and exclusive option. The new visual and verbal identity reinforced this shift, ensuring coherence and differentiation.
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Within the first six months after the launch, wedding inquiries and bookings grew by 40%. The refined communication strategy helped build trust among engaged couples seeking a service that aligned with their expectations.
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The seamless integration of design and messaging enabled the brand to stand out, fostering recognition and loyalty. This was reflected in organic growth, driven by word-of-mouth recommendations and a strengthened digital presence.
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With its premium brand positioning, customers were more willing to invest in high-end events, leading to a higher average transaction value and reinforcing the business’s profitability.
▪ Classified file: Additional data
INDUSTRY: Events, Celebrations and design
LOCATION: Guayaquil, Ecuador
START OF BUSINESS OPERATIONS: 2015
PROJECT COMPLETION: 2021
▪ Behind the scenes: Team credit
GRAPHIC DESIGNER: María José Alcívar
COPYWRITER: Sandra Voltinaer
ANIMATIONS: Vivian Vásquez
CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala
A kind note from the client
“I decided to make the change without fully realizing its potential.”
When we decided to expand into the world of weddings, we knew we needed more than just a rebrand—we needed an evolution that would position us as a sophisticated brand specialising in elegant events. The team guided us every step of the way, from redefining our visual and verbal identity to creating a strategy fully aligned with our vision.
Thanks to this process, we achieved a smooth and seamless transition, connecting with an audience willing to invest in personalised and unforgettable experiences. Today, Fest Events is not only recognised in the wedding sector, but we have also grown sustainably, establishing ourselves as an exclusive and distinctive brand.
— MARIANA RAMOS- FEST EVENTS (ECUADOR)
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