Strategic repositioning of an AV production player into a market leader

Context & Challenges

Founded in 2005, Live Productions is a well-established player in audiovisual event production for high-stakes corporate environments. From international conferences to product launches and hybrid events, the company supports demanding global brands such as Google, TED, Adobe, Dell, and Universal, where technical reliability and operational excellence are non-negotiable.

Over the years, Live Productions has built a strong reputation on the ground — known for its ability to manage complex setups, deliver seamlessly under pressure, and take full ownership of critical moments. This expertise is driven by a culture rooted in precision, composure, and accountability.

From 2023 onward, the company entered a new phase of growth. With renewed leadership, stronger ambitions, and increasingly structured and international projects, Live Productions gradually evolved from a technical executor into a true partner in the success of live events.

However, this evolution was not reflected in the brand.

The existing brand identity, built over time, had become dated, underdeveloped, and misaligned with current market standards. It no longer reflected the company’s modernity, the quality of its approach, or the maturity of its positioning. The risk was not being perceived negatively — but being underestimated.

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The challenge was therefore not to “refresh” the brand, but to reposition Live Productions as what it had already become: a credible, modern, and clearly positioned partner brand — capable of inspiring trust before the first conversation, without ever losing its human, people-first DNA.

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Our role & approach

Our role was not to modernise an image, but to establish a clear strategic framework to support Live Productions’ evolution. Before any visual exploration, we needed to deeply understand their on-site reality, their culture, and the value they already delivered to their clients.

Working closely with their teams, we structured what made their difference but had never been formally expressed: a partner mindset, an ability to create calm in high-pressure environments, and full ownership of critical live moments.

Our approach was deliberately demanding. We challenged the positioning, made clear strategic choices, and aligned the brand with the company’s true level of maturity — without distorting what made it authentic.

We supported Live Productions as a strategic partner, building a brand that is clear, credible, and built to last — capable of supporting growth and elevating perception from the very first touchpoint.

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The approach

A visual identity is only ever the expression of a brand strategy. That’s where we started: by rebuilding the foundations, clarifying what Live Productions had become, and creating a brand capable of expressing its partner posture from the very first interaction.

Our work was structured around five key stages.

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1. Brand strategy & positioning

Before designing anything, alignment was essential. Live Productions was evolving quickly, but its brand and messaging no longer reflected its true value: a team capable of delivering with calm, clarity, and accountability under extreme pressure.

In close collaboration with their teams, we defined:

• Their mission, vision, and long-term trajectory
• Their four core services, clearly structured in their strategic role: Technical Direction, Creative Event Design and Delivery, Hybrid Events & Live Streaming, and AV Equipment Rental
• Their positioning: shifting from a perceived AV vendor to a trusted partner, designed to secure high-stakes events
• A competitive landscape analysis to assert their place in the market and their strategic choices (premium, quality, reliability)
• Their tone of voice, culture, and brand personality: warm, humble, clear, and human — with an implicit promise: “No stress, we’ve got it covered.”
• Their target audiences and expectations: event leaders and marketing teams looking for peace of mind, not the cheapest option

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By the end of this phase, the brand was defined as a system — a posture, a voice, and clear priorities, not a graphic style.

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2. Moodboards & visual directions

Design came next — but with a compass. Once the foundations were in place, we explored artistic directions aligned with Live Productions’ DNA and growth ambitions.

Each moodboard explored a different expression of the brand, built around key markers:

• Calm under pressure (restraint, control, visual silence)
• Precision (structure, alignment, rigor)
• Live energy (contrast, rhythm, intensity)
• Human-centricity (people-first, real moments, proximity)

The goal was not to select something “beautiful,” but to test how the positioning could be translated visually. How does trust feel? How do you look premium without being corporate? Modern without losing warmth?

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This phase aligned perception and validated a direction capable of translating the brand promise into tangible feelings: clarity, control, confidence, and composed intensity.

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3. Logo concepts & brand territory

We then formalised Live Productions’ visual territory through several logo concepts — designed not as standalone symbols, but as coherent brand systems.

Each direction was supported by a complete universe:

• colour palettes and contrasts
• typography
• layout principles and grids
• graphic elements
• visual composition rules
• photography direction

Beyond the logo, the objective was to build a living brand — recognisable through its energy, structure, codes, and people-first approach

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The result: a modern, premium, and distinctive identity that moves away from cold, generic industry codes while reinforcing credibility.

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4. Brand deployment & guidelines

Once the direction was validated, we structured the brand to live over time — and to be easily used by teams without ongoing agency dependency.

We delivered:

• Comprehensive brand guidelines covering principles, tone of voice, rules, and applications
• Logo variations (logotype, logomark, wordmark) and usage rules
• A complete visual system: colour palette (black / white / grey with a signature orange-pink-purple gradient), typography, and graphic elements
• A photography direction focused on real moments, people-first storytelling, and live energy
• Applications across key touchpoints: event branding, materials, merchandising, and digital assets

Everything was designed as an operational toolkit: coherent, robust, and ready to deploy.

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5. Rebrand communication plan

A new brand — especially at this stage of growth — cannot be launched lightly. The objective was to turn the rebrand into a strategic statement: announcing a vision, a posture, and a new perception — not just a new logo.

We designed a complete communication plan covering objectives, messages, sequences, formats, and channels, and supported execution with the teams, including:

• preparation of communication assets
• framing of key messages
• guidance on brand adoption across priority touchpoints

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Results & impact

Following the repositioning, Live Productions now has a brand fully aligned with its on-site reality and growth ambitions. The work reshaped perception without ever compromising what had always made the company strong.

The brand now clearly expresses a partner posture — one that takes ownership of critical moments, brings clarity to complex environments, and inspires confidence from the very first interaction.

In concrete terms, this repositioning delivered:

• Clearer positioning and service readability for prospects and partners
• Strengthened credibility with international, high-stakes clients
• A strong brand framework to structure communication, sales messaging, and digital presence
• Smooth internal adoption, supported by tools designed to evolve over time
• A solid foundation to support future growth, without operational dependency on an agency

More than a visual change, this project laid the foundations for a brand built to support Live Productions over the long term — true to its DNA, clear in the market, and fully ready to act as a trusted partner.

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