Creating a distinct brand identity for Spain's largest customer services provider.
Atento is an outsourced contact provider within the Telefónica group. Research concluded that the contact provider market is a competitive but an undifferentiated one. In order to achieve distinction Atento needed to establish difference.
A brand promise of being 'The customers’ champion' gave Atento a disctinct character against a typical sterile backdrop of the marketplace.
Atento's rebrand became more humanised by focusing primarily on customer needs and emotions. A handwritten font was developed to emphasise a passion
for customer experience and bring to life the customer's voice.