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.
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.
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.
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.