{"id":3354,"date":"2025-05-27T16:19:03","date_gmt":"2025-05-27T16:19:03","guid":{"rendered":"https:\/\/wearesmart.com.br\/case-studies\/grupo-hdi\/"},"modified":"2025-07-30T15:47:04","modified_gmt":"2025-07-30T15:47:04","slug":"grupo-hdi","status":"publish","type":"page","link":"https:\/\/wearesmart.com.br\/en\/case-studies\/grupo-hdi\/","title":{"rendered":"Grupo HDI"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3354\" class=\"elementor elementor-3354 elementor-1801\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cbb5407 e-flex e-con-boxed e-con e-parent\" data-id=\"cbb5407\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-abce558 elementor-widget-tablet__width-inherit elementor-widget__width-initial elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"abce558\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInDown&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">M&amp;A: A New Brand, From the Inside Out<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3ab4146 e-con-full e-flex e-con e-parent\" data-id=\"3ab4146\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2d726d6 e-con-full e-flex e-con e-child\" data-id=\"2d726d6\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-29d4f67 elementor-widget elementor-widget-text-editor\" data-id=\"29d4f67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong>Context:<\/strong> With the acquisition of Liberty\u2019s Brazilian operations by HDI Seguros, the company expanded its product portfolio and adopted a multi-brand strategy, becoming one of the largest insurance companies in the country. Unable to continue operating under the Liberty name in Brazil, it was necessary to launch a new commercial brand, Yelum, as well as a new corporate brand, Grupo HDI. Smart&#8217;s challenge was to build trust and engagement for the new brands, from the inside out, and establish a new internal communication platform integrating the entire group.   \n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e4e546d e-con-full e-flex e-con e-child\" data-id=\"e4e546d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2f2f75b elementor-widget elementor-widget-heading\" data-id=\"2f2f75b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">94,7%<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc4d46e elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"bc4d46e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">of people working at Grupo HDI perceive internal communication as relevant.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52e6398 e-con-full e-flex e-con e-child\" data-id=\"52e6398\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5341977 elementor-widget elementor-widget-heading\" data-id=\"5341977\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">80%<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9992cf3 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"9992cf3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">feel informed about the group\u2019s culture.\n\n\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b5a6026 e-flex e-con-boxed e-con e-parent\" data-id=\"b5a6026\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-37768f3 e-con-full e-flex e-con e-child\" data-id=\"37768f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7e5745f elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"7e5745f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Client<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ad75dfc elementor-widget elementor-widget-heading\" data-id=\"ad75dfc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">GRUPO HDI<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b8fc12d elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"b8fc12d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Industry\u200b<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1771a80 elementor-widget elementor-widget-heading\" data-id=\"1771a80\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Insurance<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dd9d12e e-con-full e-flex e-con e-child\" data-id=\"dd9d12e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a1a8b0a elementor-widget elementor-widget-text-editor\" data-id=\"a1a8b0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The Smart team was part of the internal committee for the launch of the new Yelum brand, developing and executing a well-coordinated internal communication plan aligned with the market strategy. This plan took into account the cultural differences between the two companies (Liberty and HDI), which now had to work together in favor of a multi-brand strategy. The internal launch of Yelum involved executive communication, events, and special activations, as well as an approach through internal channels that brought context, clarity, and consistency to the messages, segmented for its different audiences: leadership, corporate teams, sales brokers, and customer service. <\/p><p>After the launch of Yelum, Smart focused efforts on integrating the entire internal communication platform under the Grupo HDI umbrella, prioritizing the employee experience and creating a sense of belonging to a single company that connects all the commercial brands. The process involved research and strategic planning, defining channels and key messages in line with the group\u2019s strategic narrative. Smart.   Smart. consolidated the group\u2019s channel matrix and continues to be the agency partner responsible for executing all internal communication actions \u2014 from executive communication to channel management, delivering excellent results as highlighted in internal research.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6b06263 e-flex e-con-boxed e-con e-parent\" data-id=\"6b06263\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-206e339 e-con-full e-flex e-con e-child\" data-id=\"206e339\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5eff782 elementor-widget elementor-widget-image\" data-id=\"5eff782\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1.jpg\" class=\"attachment-full size-full wp-image-3241\" alt=\"\" srcset=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1.jpg 1200w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1-600x400.jpg 600w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1-300x200.jpg 300w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1-1024x683.jpg 1024w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_01-1-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eedfeb2 elementor-widget elementor-widget-image\" data-id=\"eedfeb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02.jpg\" class=\"attachment-full size-full wp-image-3242\" alt=\"\" srcset=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02.jpg 1200w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02-600x400.jpg 600w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02-300x200.jpg 300w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02-1024x683.jpg 1024w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_02-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1b4657 elementor-widget elementor-widget-image\" data-id=\"a1b4657\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03.jpg\" class=\"attachment-full size-full wp-image-3243\" alt=\"\" srcset=\"https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03.jpg 1200w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03-600x400.jpg 600w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03-300x200.jpg 300w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03-1024x683.jpg 1024w, https:\/\/wearesmart.com.br\/wp-content\/uploads\/2025\/05\/HDI_03-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-870bc04 e-flex e-con-boxed e-con e-parent\" data-id=\"870bc04\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-feca669 elementor-widget elementor-widget-heading\" data-id=\"feca669\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Impact\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c26fdb7 elementor-widget elementor-widget-text-editor\" data-id=\"c26fdb7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tConsistency and clarity in communication strengthened employee engagement during the integration process, reinforcing the sense of belonging and connection to the new group\u2019s purpose. Relevant communication in multiple formats and at key moments fostered closeness, trust, and the desired strategic alignment.  \n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>M&amp;A: A New Brand, From the Inside Out<\/p>\n","protected":false},"author":1,"featured_media":3259,"parent":3346,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"categories":[71,72],"class_list":["post-3354","page","type-page","status-publish","has-post-thumbnail","hentry","category-case-studies","category-pr-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Grupo HDI: Internal Communication and Brand Launches in Brazil<\/title>\n<meta name=\"description\" content=\"With the launch of new brands, the company integrated its internal 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