RenoBo.
Urban Renewal for Bogotá and its people.

BRAND STRATEGY
BRAND POSITIONING
NAMING
BRAND IDENTITY
COMMUNICATIONS

RenoBo, formerly known as ERU, is Bogota’s Urban Renewal and Development Company. It’s responsible for identifying, formulating, managing, and executing comprehensive urban projects with the aim of contributing to the city’s sustainable development and enhancing the quality of life for its residents.

Developed a new strategic vision

In 2022, Bogota’s 12-year new Zoning Plan reshaped the city’s growth trajectory. It significantly limited future expansion to prioritize urban renewal and protect the surrounding lands. Consequently, ERU assumed a more pivotal role in shaping the city’s future.

In response to this, ERU’s leadership developed a new strategic vision for the company. A key element for the execution of its new plan, was a rebranding that would help the organization leave behind associations related to gentrification processes and to being a slow academic institution.

We assisted ERU in defining a new, relevant brand position that would resonate with the private companies it needed to collaborate with on mega-urban projects. Simultaneously, we aimed to instill confidence in Bogota’s citizens, particularly those in areas slated for urban renewal.

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Visual Identity System

As the branding project progressed, it became evident that ERU required a new brand name. We initiated a naming process, which resulted in the selection of ‘RenoBo’ – a word that reflects its commitment to the city’s future. Ultimately, we developed a comprehensive and robust visual identity system, equipping ERU with dynamic resources to maintain contemporary communication across all platforms.

New brand narrative and strategic communications plan

Furthermore, we collaborated with the RenoBo team to develop their strategic communications plan. As part of this plan, we crafted a new brand narrative: ‘Renewing Bogotá for its people.’ We assisted the management team in creating a stakeholder map, defining key messages, identifying relevant communication channels, and planning tactical actions to enhance brand relationships, recognition, and positioning.