An ecosystem of brands, one marketing direction.

The challenge

Grupo Sayil brought together several brands —MAGNA, Refugio, Sayil Centro, Distinto and others— that needed to grow under one logic.

Each brand had its own audience and its own moment: some were operating, others were launching. Without a clear architecture, communication was scattered.

In 2023 the work started by organising that ecosystem and setting priorities per brand. For MAGNA, the event venue, the task was to give it its own identity and prepare its first digital sales campaign.

How we approached it

Organise the group first; then activate each brand with a concrete plan.

1. Ecosystem map. Marketing structure, brand architecture and an inventory per brand.
2. 45-day plan. Priorities per brand: production for Refugio, support for Sayil Centro, MAGNA's digital campaign and the Distinto teaser.
3. MAGNA identity. Identity guidelines with a radial symbol and a green palette.
4. Weekly rhythm. Posts and stories per brand organised around events, live music, dishes and spaces.
5. Venue photography. Photographs of setups and settings for weddings and events.

Understanding the ecosystem before communicating

The group's marketing presentation organised its structure, its brand architecture —monolithic, endorsed, sub-brands and independents— and an inventory of each brand. The action plan per brand was built on that base.

MAGNA, a name of its own

The event venue received identity guidelines: a radial symbol and a range of greens repeated across every application.

The venue, set and ready

Photography of setups and settings shows the venue in use and feeds the brand's digital pieces.

A venue told through the feed

Headers, profile covers and posts for weddings and events take MAGNA's identity to social media, within the weekly rhythm set for the group.