what we did
with over two decades of solid reputation in the automotive market, Osten was still seen as a supporting act — “the BMW dealership” — when it's actually a whole group, with multiple mobility fronts and its own way of treating customers. we went deep to understand that: we interviewed the team, from the president's office to after-sales, visited the dealerships in São Paulo, São José and Santos, Brazil, and listened closely to what made Osten feel like Osten to the people who live it every day.
the brand idea
from there came a brand idea built around impermanence — Osten isn't the starting point or the destination, it's everything that happens between one choice and the next, the space where the customer explores, discovers, gets surprised. we built the full brand platform from that idea: positioning, purpose, personality, tone of voice, key message and the one-line signature that ties it all together. the result puts Osten at the center of its own story, standing on its own as a mobility ecosystem that creates desire, past its old role as a bridge to other brands. the visual side was handled by our partners at estúdio ditongo.
what they said
“my dream is to have more independence and turn osten into a brand that creates its own desire, one that can sell a range of products or services on its own down the road.”
Jorge Yamaniski Neto — CEO of Osten Group
out in the world
today Osten keeps growing as a complete mobility ecosystem, past its old days of operations borrowing prestige from other brands. the space between one choice and the next now has a name, a voice and a signature of its own.
