From zero to Stratto: the behind-the-scenes of building a serious brand without being generic

One of the major projects of 2025 was the birth of Stratto. Interestingly, at the beginning, this name didn't even exist; what existed was an idea, a list of services, and a huge desire to grow.

When I received the challenge, the partners already had a clear vision of what they wanted to convey: a modern, serious, committed, and responsible brand. A consultancy that delivered excellence with innovation, that was both young and experienced at the same time. And this balance was the central point of our process.

Start of the Process

Before talking about branding, we talked about people. We started by diving into the history of the founders: how they met, why they decided to venture together, what their success references were, and what financial goals motivated them.

This active listening was essential to understand what the brand needed to represent. More than visual identity or a name, Stratto would have to carry true values and intentions.

The Name

The choice of the name was a separate chapter. We knew that common names in Portuguese were already saturated or registered. Names in Greek or Latin sounded sophisticated, but they felt distant from the brand's actual proposal.

After much research and sound tests, we arrived at Stratto — a name with Italian origins, derived from "strato", which in Portuguese means "layer" or "stratum".

But more than the literal meaning, Stratto refers to the idea of structure, a solid foundation, and well-constructed planning — exactly what the company aims to offer: a consultancy that acts as a financial foundation for businesses that want to grow consistently.

Moreover, the name carries a strong and modern sound. It's not obvious, but it's memorable. It doesn’t scream innovation, but it communicates sophistication with firmness. The “double T” suggests stability. The final “O” concludes with authority.

Market Research and Strategic Definition

With the name defined, the next step was to dive into competitive research. We studied other financial consultancies and BPO companies, mapping their strengths, weaknesses, messages, promises, and visual positioning. This analysis was essential to understand where Stratto could stand out and how to avoid falling into the same market clichés.

It was then that we began to build the brand's communication based on clear intentions — not just to differentiate, but to reflect what the company truly wanted to convey: credibility, modernity, proximity, and focus on real results.

Brand Manifesto

Growing securely is not an option; it's a necessity.

Stratto believes that efficient financial management is the foundation for any company to thrive. In the day-to-day business, where every decision matters, we offer solutions that combine technology, reliability, and agility to ensure control, stability, and growth.

More than organizing numbers, we deliver results. We act as strategic partners, simplifying processes and making financial management accessible, clear, and effective.

The manifesto is the soul of the brand. It translates the reason for Stratto's existence, the impact it wishes to create, and the type of relationship it wants to build with its clients. It also supports all future campaigns, speeches, and promises.

Slogan

“Trust and efficiency for the growth of your business.”

Stratto's slogan was designed to encapsulate its value proposition.

• Trust, because no one entrusts their finances to a company they don't trust.

• Efficiency, because time and money go hand in hand — and optimizing processes is what guarantees results.

• Growth, because that is the true objective of any client seeking financial help.

More than a nice phrase, the slogan serves as a strategic compass: it guides the language, services, and decisions of the brand.

Inside-Out Brand Strategy

In addition to the manifesto and slogan, we work with tools like the Golden Circle, definition of brand personality, keywords, target audience, and verbal identity. All to ensure that communication is coherent and intentional across all touchpoints with the public.

Visual Identity

With all these strategic pillars defined, we moved on to the visual construction of the brand.

The choice of shades of blue came from the association with trust, stability, and credibility — fundamental elements in the financial universe. We opted for variations of blue that also brought freshness and modernity, escaping the cold and rigid corporate tone.

The typographies chosen follow the same principle: clean, geometric shapes with excellent legibility, conveying professionalism and agility. No overly traditional serifs or decorative styles — we wanted a visual identity that is light, direct, and robust.

Conclusion

Creating Stratto was more than just putting together a nice brand — it was about so that everything made sense, inside and out.

Today, Stratto is born with well-defined foundations, ready to grow, attract the right clients, and generate real impact on the businesses it serves.

Because in a market filled with serious brands, the difference lies in those who can prove it in practice.