Draff.tv Rebranding

Draff.tv is a Chilean animation and motion graphics studio with over 15 years of success in the Latin American market. Now, they’re taking the next step—expanding their services to Europe.

Despite their strong positioning in Chile, Draff was virtually unknown in Europe, apart from Spain. They had never developed a cohesive, 360-degree communication strategy, relying solely on their logo for brand consistency. A full repositioning was needed.

The Positioning

Many studios can technically achieve what Draff does, but Draff stands out for its streamlined, structured process. They make animation production predictable and organised without compromising quality or creativity, making it easier for brands to tell their stories.

That’s why I encouraged them to shift their positioning to something honest yet meaningful: “Streamline Your Imagination”

This new positioning highlights their unique value while avoiding commoditisation, putting the focus where it matters—helping companies tell their stories.

The Logo Refresh

The first step was to update the logo for digital applications. The original design, which I created, worked well when projects were delivered on CDs, with a gritty, graffiti-inspired look. However, it lacked a structured visual system.

With everything now digital, Draff needed a responsive, versatile, and globally recognisable identity. The new logo enhances clarity and legibility while maintaining the expressive energy of the original. It follows precise proportional rules—curves, inclinations, and angles—to ensure consistency across applications.

Unlike the old version, which was too centre-focused, this one adapts effortlessly to various layouts, making it more practical for branding.

Colour Strategy

Draff’s visual identity lacked clear chromatic direction. After analysing their work, I introduced a vibrant, pinkish tone to differentiate them from competitors, who often take themselves too seriously—almost like architecture studios.

Draff is about colour, dynamism, and flow. This energy should be reflected in their branding, offering flexibility to expand their visual language when needed.

Website Revamp

The old website fell short in both SEO and design. It looked outdated and too dark for such a lively company. We rebuilt it from the ground up, ensuring a simpler, more consistent structure with intuitive navigation.

Given Draff’s ambition for international expansion, we developed a multi-language platform to connect with clients in their native language, improving SEO rankings. The website is an ongoing project, with content evolving based on data and communication needs.

Social Media Strategy

We established a clear content plan with formats that effectively showcase Draff’s work. By providing insights into their process and client success stories, we focused efforts on LinkedIn and Instagram, achieving rapid improvements across all key metrics.

Other Marketing Materials

Draff.tv now has a cohesive communication system, balancing playfulness and professionalism. A strong corporate presentation plays a crucial role in this—many clients don’t have time to browse a website, so a well-crafted pitch deckis essential for communicating value quickly and effectively.

Results & Next Steps

These strategic changes have given Draff.tv international momentum, opening new business opportunities and strengthening their global presence.

Learn more at www.draff.tv