After all, what is the role of brands in an effervescent world? Surely, it makes little sense that they continue to exist only to enrich shareholders.
Brands have huge power to transform reality. They need to assume a leading role in building a desirable future, not just for corporate responsibility, but to maintain their relevance to the public.
Their actions should focus on their place of power, where their core skills and innovative capacity meet new desires and demands of the world, generating value along the entire ecosystem.
Leading brands maintain transparency and consistency between what they do and say. They consider the regeneration of environmental resources and the creation of positive social impact as new business opportunities.
Leading brands engage through desire. They build expressions and narratives so that, at each point of contact, they share their value proposition with strategic precision, creative shine and commitment to their vision.
Being a protagonist is a collective mission. Brands only become protagonists when they invest in the prominence of the people who make decisions for them every day, increasing their ability to attract and retain talent.
The journey will be neither short, nor for everyone. We celebrate our 30th anniversary this year and realize more than ever, that our role is to be strategic and creative partners of brands that want to evolve in the same direction, adding our technical skills to a lot of energy and passion. Passion for what we believe; passion for the opportunity to actively participate in what is to come.
RIO DE
JANEIRO,
SÃO PAULO
& PARIS
The invitation was irresistible; and the challenge, huge. Imagine coming up with a symbol that conveyed the contagious energy from the greatest show on Earth. That would be able to represent the creative and achieving force that is the samba community as a whole, but that could also embrace each one that is part of this story. And there was only one way to do all of this: together with them. We listened to both the professionals and lovers of the Rio Carnival – this meant over seven thousand people involved ( 7.840 to be more exact) We had the honor of talking with the genuine samba notables.
We were told stories of how it all began, and the question we always asked ourselves was: if we had to choose only one symbol to represent the carnival of the samba schools, what would it be?
The flag, or the canopy, as the masters call it, was consensus, the symbol of the origin of everything. Now we needed to know how to use it. We went to the city of samba, expanded our team, took on several trials and took a deep dive in order to understand what is behind this icon. We studied the movement, the trace it produces, and the magic it transmits.
We understood that this brand could not be static, it should be alive and vibrant. We took inspiration from the twirling of the flag bearer, the samba hosts and the ‘bahianas’, the black and white pattern of the Copacabana sidewalk, the paced chiming.
Just like the people who participate in the Carnival parade, we made the brand ‘dance’ samba, reacting to the tambourine and the snare drum. This brand was born to reverberate to Brazil and the whole world, the creative magic that spreads all over the Sapucai, provoking the senses in a unique way that is so hard to explain! You have to be there!
We were told stories of how it all began, and the question we always asked ourselves was: if we had to choose only one symbol to represent the carnival of the samba schools, what would it be?
Rio Carnaval
Since 2022
More than a festival, a safe place for you to be yourself, where coexistence and diversity are in everything. That was our premise to present the Tudum brand, the first Netflix festival. We started from the idea of a complete experience: from the name – derived from the platform’s proprietary sound – to multisensory activations and a whole visual and verbal language. To achieve the result, we have brought together young people from 13 to 23 years old in interactive workshops, in addition to delve deeper into the universe of this generation that wants everything at the same time now. There were 4 days of event with more than 50 thousand people attending, thousands impacted on site and on social networks. And the Tudum brand, formerly accompanied by “Netflix Festival”, has gained so much strength that today it does not even require the description.
Netflix
Since 2016
With the best quality Brazilian and Latin American content, Canal Brasil was already a smart and fun alternative for today’s audience, but it wasn’t perceived that way. It lacked a new positioning, a new brand and a new language that would communicate all its differentials.
We were inspired by the history of Brazilian typography to create a brand that speaks, reacts, interacts in an irreverent way. A language that looks like Brazil. Provocative in the right measure. That has humor, originality and a plural lens, which expands the vision. A representation of fluid, diverse, contemporary, attractive and desired Brazil.
Canal Brasil
Since 2022
How to reposition a global brand that is synonymous with its product category and has more than 100 years of history, making yogurt attractive to new generations?
Like Danone, Tátil believes in simple recipes. We designed a packaging system where each element is essential to the construction of storytelling.
A complete, global and local system, present in more than 15 countries, tailored to communicate the differentials and values of the largest B Corp in the world.
Illustrations by Pict Estúdio.
Danone
Since 2018
Natura
Since 1999
Rio 2016
Since 2009
Instituto Burle Marx
Since 2018
Coca-Cola
Since 2009
Embraer
Since 2016
Skol
Since 2015
Tim
Since 2003
Magalu
Since 2017
