ProcorpCastillo, GonzaloConcha, Roberto2022-01-102022-01-102021Base, Diseño e Innovación, 2021, Vol.6, N°5, pp.190-193http://hdl.handle.net/11447/5385Prior to the acquisition in 2020 of Australis Seafoods (aChilean company that produces and exports salmon and trout from southern Chilean Patagonia), by the Chinese computer company Lenovo, Australis entrusted Procorp with the development of a branding consultancy to update its strategic pillars. This was necessary in the context of the evolution that the organization and the global market had presented in recent years.The work plan considered: co-defining a strategic platform for the brand, a model of brand architecture toorder its offer to different markets and segments, and finally a review and subsequent reformulation of its visual identity program.enSouthern chilean PatagoniaLenovoAustralis SeafoodsBrandingArticle