The solution was to synthesize the ultimate purpose of XRF, and once we found the key, we generated a claim that, in a few words, managed to convey the spirit of the brand. That was how "Guiding decisions to a good end" born, a memorable and differential claim that not only condensed everything that XRF represents, but also opened the door for us to develop graphic lines capable of expanding the brand's universe.

Then it was time to find symbols that would serve as a theoretical basis for creating the brand's new logo. We started by working with four arrows pointing in the same direction, which is precisely what XRF offers its customers: the optimization of decision-making, and then formed them into a digital viewfinder, a universal icon of concentration and success.

Once we had the claim and the logo, it was time to define the chromatic range of the brand. For this, we chose electric red as a base, since it is a color that has always been linked to science fiction elements such as x-rays, artificial intelligence and vision of the future. The result was a well-balanced ensemble, which allows us to identify XRF's services and technological spirit at a glance.