AGENCIA EXCLUSIVA KERALTY
Liliana Illera
The opportunity
Changing the logo is usually the most visible part of a rebrand, but the story underneath it is what carries the weight.
We saw a chance to approach this project with that order in mind: lead with the story first, and let the aesthetics follow from it.
Before touching a single color or typeface, we needed to answer what the brand was saying today and whether that still held up, how it looked and how it behaved, and which parts of its history deserved to stay untouched while the rest moved forward.
The challenge
After 30 years in business, the agency faced the absence of Liliana, its founder, director, and the soul of the business.
That moment landed right alongside the company's anniversary, and the team found itself holding two things at once: three decades of history, and the urgent need to decide where the agency was headed without her at the helm. This was a transition for the family, for the team, and for the clients who had trusted Liliana Illera as their broker in corporate prepaid medicine for years.
Layered onto that was a very concrete business challenge. B2B healthcare buyers do their own research long before they ever speak to an advisor, so the agency needed a digital presence strong enough to explain its role alongside Colsanitas' direct channel, at a moment when it also had to rebuild that narrative almost from scratch.
Communication strategy
Brand strategy workshop
Rebranding
Visual identity
Content strategy
Creative production
Social media management
Lead generation
SERVICES
What to keep, what to evolve, and what to redefine.
"Thank you for putting your heart into our agency, for giving shape and words to what we don't know how to express."
Santiago Fernández García, Liliana Illera team
You and your team did exactly what my mom and I dreamed of years ago. It's been phenomenal work."
Catalina Charry Illera, Liliana Illera team
We started by listening. We interviewed the current team and the agency's clients, ran desk research and a competitive benchmark across the B2B healthcare space in Colombia and LATAM, and went through family photo albums with the team to understand the essence of an agency.
That's where we found the answers that shaped every brand decision that followed: what to keep, what to evolve, and what to redefine.
Those insights became Liliana Illera's value proposition as a strategic broker, its positioning against Colsanitas, and three communication pillars: experience, service, and innovation. The visual system came last, the final expression of that narrative, built only once everything else was already in place.
From there, we activated the strategy. We built a content system for LinkedIn, the website, and WhatsApp Business, later adding Instagram, designed to move HR, Procurement, and Leadership decision-makers from doubt to confidence.
That system is now entering a new stage, where the goal is to actively guide those leads through their decision process and increase conversion.
The solution
The project closed its first major chapter with the official launch of the new brand, a moment that brought together the family, the agency's team, and Sazú to see months of work come to life.
The Liliana Illera team described feeling reflected in the result and more committed to what comes next after the relaunch, a sign that the strategy strengthened the culture inside the agency as much as the image outside it.
The results
Liliana Illera turned thirty years of trust into a digital-first identity:
a brand that honors where it came from while it earns the confidence of the companies deciding which broker guides their healthcare decisions next.