SBC News Voice of the Sports Betting Industry
Aurum Solutions has reaffirmed its commitment to “continuous innovation” by appointing Tiago Veiga as its new CEO.
Veiga’s appointment as CEO will be complemented by an overhaul of its existing brand identity which Aurum believes will be a testament to its “ambitious growth plans throughout H2 of 2023 and into 2024”.
The new brand identity – which includes a new logo, imagery reflective of the company’s workforce as well as a new tagline – has formed an integral part of Veiga’s “ambitious growth strategy” to better showcase Aurum’s “forward-looking” vision.
Vasco Vaz Rodrigues, Chief Marketing Officer at Aurum Solutions, said: “What started out as a simple branding exercise has transformed into the start of a new era for Aurum Solutions. Once we started the process, it quickly transpired how Aurum was presented to the outside world no longer reflected who we are as a business.
“For us, it has been so much more than changing colours here and adding a new logo there – we have completely stripped back, evaluated every element of our business, and planned for the future.”
The creation of the new brand identity follows a nine-month long consultation process with both Unset Studio and Yambo Studio to design visuals that embodies Aurum’s “core values of transparency, honesty, partnership and ownership”.
Following the rebrand, Aurum expects to launch a series of new products and solutions in 2023 which will further transform data management.
Rodrigues concluded: “We are a very different team to the one which founded the company nearly 20 years ago. We want to both celebrate those in our team who have incredible and rich experience, whilst also recognising and championing our fantastic young talent.
“For us, ensuring everyone feels represented by our vision, branding and aspirations is of the utmost importance. In order to give our customers the best and most innovative solutions, we need to ensure our team is happy and working to our optimum levels.
“In the process of evolving the business, we feel our team has stronger and better unity than ever before.”
