Technological Center for Marine and Food Research, part of Tecnalia Corporation. 2013-2014. Benchmarking; Organizational Identity; Redefining Brand Architecture; Brand visual and verbal Look&Feel Guide.


Organizations live different realities throughout their lives, and corporate brands are no stranger to these changes. Shareholding changes, mergers and acquisitions, spin-offs and even opening new markets and business lines bear consequences. In occasions, these changes lead to the disappearance of a brand; in others, to the creation of new brands and other exercises of re-branding. In essence, this is because these transformations always affect, to a greater or lesser degree, the waterline of the corporate brand: organizational identity.

AZTI is a Centre for Marine and Food Research created in 1981 and currently employs 250 experts. Its customers are companies, public institutions, and administrations performing research projects aiming at generating knowledge, technology products, and services with high added value. They have developed cutting-edge projects such as food spray with Andoni Luis Aduriz of Mugaritz, or ENVI, a tool for assessing and predicting the environmental impact of human activities on the marine environment.

As a part of its strategic objective of creating value for customers and stakeholders, in 2013 AZTI instructed BrandSmith to make a reflection and a branding proposal to develop a brand positioning strategy as well as values for the first brand and sub-brands. The project aims to project the positioning in graphics and audiovisual media, actions and languages.