Repositioning & CEO Branding _(Tech)
Problem: How to separate a brand’s image from its partner software (HR Software) and become an Opinion Leader on Artificial Intelligence?
Solution:
Repositioning:
Market study ( meet customers and build persona and New value prop)
Brand Strategy
Communications Strategy
CEO rebranding
Marketing plan for CEO on Linkedin
Content creation
Date : July 2025
Website: Julián Lafuente
When I started working with Julián Lafuente, his tech consultancy Evoluxia was leading a major HR software integration project. At that point, he needed to test a new value proposition for the business — and we decided to do it through his own communication channel: LinkedIn.
Personal Brand Manual with:
Color palette,
Acting, styling
Type of content
Content template
We began by building the foundations of the brand, including:
A full brand manual and personal brand guidelines
A clear tone of voice and storytelling strategy
Before and after Linkedin rebranding
To establish trust and authority, we published high-value, educational content — like a practical AI implementation guide tailored for HR leaders.
Content
We positioned Julián as a fresh voice in tech innovation, leveraging his background as a coach to communicate a more human, conscious approach to technology.
Through premium-quality content, a strong visual identity, and behind-the-scenes insights from his day-to-day, we helped elevate the perception of Evoluxia as a trusted, forward-thinking partner in digital transformation for HR.
Results after 3 months - Impressions x5
