STRATEGY

Despite being invisible to the end consumer, Multi-Ar was already a positive reference for manufacturers, retailers, and installers, who are the biggest influencers in the end consumer's purchasing decision.

However, the market, driven by price wars and the need for quick product delivery, made it difficult for installers to build greater loyalty, leaving them helpless when it came to resolving problems with end consumers and voiceless against large manufacturing and retail companies.

Changing this scenario was a great opportunity to take Multi-Ar to a new level. Its strongest characteristics showed the way: its professionalism, approachability, and pleasure in serving should be at the heart of everything this brand does.

In addition to actively addressing the issues within its ecosystem and raising the level of its services, Multi-Ar should set an example for its partners, inspiring and demanding greater professionalism, excellence, and simplicity in order to gain the trust of the end consumer and contribute to the transformation of the market.

CREATION

Therefore, the name Multi-Ar, descriptive and generic, needed to be revised to better reflect its new promise. It then became Leveros, created from the anagram of the word "resolve".

Leveros translates the brand's proposition in a simple and direct way: to solve market issues through professionalism, simplicity, excellent service, and partnerships that generate business and truly make life easier for installers.

More than being a national benchmark in air conditioning, Leveros aims to lead the professionalization and awareness of the market to increase everyone's well-being.

IMPLEMENTATION

With so many changes, Leveros needed a robust, proprietary visual identity that set it apart from the competition.

Based on the concept of transition, both for the brand and the business, the new brand balances lightness and robustness. Its visual universe is full of graphics and colors that convey seriousness and professionalism, but also comfort and warmth.

The use of green as a pillar of the universe reflects the pioneering spirit and innovation characteristic of the Brand, in addition to differentiating it from the typical codes of the category.