In the process of defining new objectives for the future, including a move towards a younger target audience, Illumia called Blossom to carry out the rebranding. From a visual point of view, the red and white of the previous identity were replaced with a more solid and corporate blue, together with a darker red. For the new logo, now in capital letters, an 8° inclination indicates the idea of movement, speed, energy. The new identity plays with 6 complementary colors and graphic textures, allowing for better storytelling, supported by a desaturated photographic treatment, privileging modern and vibrant subjects. The new tone of voice is consistent with the new brand: fresh, direct, bright.