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Tailoring Brands

New Style Leaders

2013 - 2016

Brands are people. And like any of us, who from time to time need to adjust our wardrobe, update the way we think and convey our values, brands also need to improve periodically. When that time comes, many companies look to advertising agencies, branding agencies, or architectural firms to help with this revamping. What most, however, do not realize is that the solution to this need is not outside, but inside, in the company's own history.

As there is no similar service, the two do not use labels. “They've already defined us as a branding agency, brand consultants, design consultants. The truth is, we are none of those things. We have a very well-designed methodology that doesn't fit into any of these labels”, says Victor. 

When we think about registering our projects on a website, we are always very reluctant, after all, how can we put material with more than 8 hours of presentation on some slides and almost 3 months of research and immersion? But we found a narrative that could, in general, cover all this complexity in a few chapters that we divided as follows:

Branding with Style

Branding, VBB, VBI (Guaraná, Brahma and Skol) projects for Ambev

Branding the Skylines

Building Projects for Vitacon and Camargo Corrêa

Branding People

Branding Personality for people developed for Marina Lima and Fernanda Tavares

Branding Homes

Interior Design and Architecture Projects

In total, in almost 10 years, more than 100 projects were developed for the most different clients. All projects are confidential, so if you want to know more, contact us and we'll be happy to chat.

Branding, VBB & VBI

Branding with Style

Visuals Identity for Ambev: Guarana, Skol and Brahma

Ambev owns the largest beverage consumption brands in Brazil. From soft drinks to beer categories, it has distribution throughout the national and international territory. School SS99 started its work with the company's most iconic brand, the Skol beer brand, in mid-2015 and from then on, it started to take care of other brands such as Guaraná Antarctica and Brahma beer/

Understanding the visual codes that are part of a brand is perhaps the most difficult job for anyone working in graphic and visual design. When working with Ambev on its main products, our main objective was to build a lifestyle that not only involved packaging design, but connecting all visual points. 

All projects developed to seek new visual identities went through the same process as our methodology. Search and respect the essence of each brand, its origin and its tradition. And on top of each type of consumer, to deeply understand their desires and desires and deliver them an identity that was not just the design, but the music, the art direction and the whole set.

A label needs to tell a whole story, its legacy, its origin, product quality, name, but alone it does not support a lifestyle. It is necessary that other points also talk in the same way. I believe this was the great differential that brought us closer to Ambev's main brands. A different way of seeing and applying design starting from the construction of a complete lifestyle.

The communication market has always evolved and so have design services. The important thing for each client is to understand the profile of each agency and choose the best method that fits a given moment in the company. There are agencies that make labels, logos, packaging, brands and lifestyle. School SS99 adopted a methodology for building brands around its own lifestyle and in 2015 Ambev understood that it was this type of important partner in the re-branding of its main brands in its portfolio. After all, what are you looking for?

Products

Branding, VBB & VBI

Experiencing the Experience

How School SS99 presents its projects

In all our projects, we place great importance on the experience in which we should transmit all the content that we had studied and studied. From trips to local producers, through interviews with consumers, to products that compete in the same category. All of this was presented in an immersive format for Ambev's marketing team and the communication agency itself. 

​"The objective was to make our customers feel the same atmosphere that we felt doing the research. yes its implementation"

But that was just the "Grand Finale" for some brands or the big start for others. What really mattered to the duo was to be able to pass on all the acquired knowledge to the teams and stakeholders in a short space of time.

The presentation in the form of an experience makes all the senses to be discovered. And that helps in capturing the message. We have already made events for 100 people to 10 people, the size does not depend because in this case experience is the key to full understanding.

What's behind LED panels, lighting, scattered products, soundtrack, interior design are basically the almost 3 months it takes on average for a type of project of this size. This is just for the design, but it is certainly a huge shortcut to execution, as it is a complete guide on how the brand can and should manifest itself in the most diverse points of contact.

The process is quite detailed, but we have tried to make clear the steps we go through in the next chapters below.

Branding, VBB & VBI - Chapter 1

Immersion in the Origin

The importance of rescuing its essence and its Tradition

For all brands, School SS99 followed the same methodology. Searching for and identifying the brand's values was fundamental to anchor the entire project. 

As much as they are different brands, each one had a different and unique origin. In the case of Guaraná, it was necessary to go to Fazenda Santa Helena to understand the relationship with suppliers and the culture behind such an "original Brazilian" product. In the case of Brahma, it was necessary to delve deeply into a historical research on the immigrants who made the market and trade in São Paulo and in the case of Skol to understand what was behind the "round desce", and the tradition of a beer that was born and one of the most traditional breweries in England, which was made for export, says Flávia.

Original from Brazil comes straight from Fazenda Santa Helena, passing through the hands of local producers of the most Brazilian fruit

Joseph Villager and the Brazilians Paul Fritz and Ludwig Mack, in 1888, inaugurated the Manufactura de Cerveja Brahma Villiger & Companhia, 

A beer that was born for export and in which the name said it all, "Salute" for all lovers of beer made in one of the most traditional English breweries.

Each label, each design, each packaging and each visual code originally respected its origin and ancestry. 

The original symbology of each brand brings these codes and it is natural that over time they are forgotten with design overlays and modern curves. But it was important for us to clean everything up and through this investigative process to understand the foundations and pillars of the tradition of each brand, adds Victor.

Branding, VBB & VBI - Chapter 2

Understanding consumers

Understanding consumers

Consumer Insights

There are several ways to go along this path of seeking a deep knowledge of the consumer public. And there are wonderful works done by companies of very talented people too. What we seek is not to understand the current moment of our consumer, but to observe their desires and desires through their own lifestyle.

There are cases that we received from the client and from the research company itself a complete material for us to study together what is wanted for this group that was detected. This involves work that we call consumer insights, which goes through generations, betas, alphas and helps us define paths that we can observe and learn from these consumers.

These are the tracks that will give us a complete direction for which movements, which artists, which micro and macro movements we can start to build and bring to our visual ecosystem that we are going to build for brands. The important thing is that this study is alive, and it must be analyzed and re-studied almost weekly by the research and insights team. And our team is made and assembled for each project profile, public and lifestyle.

Basically, we understand our framework by defining, together with the client, the target to be studied in depth and what kind of cultural manifestations and behaviors are important to be observed and learned. To lead a conversation with new consumers it is necessary to have a lot of attitude and a lot of knowledge of the universe and this has been one of the biggest difficulties of shifting our mentality. Learning to speak with niches is increasingly getting to know and delving into their depths. Either you are real or you won't be able to stay long, neither for you nor for the client who will quickly unmask you.

Photo of Eden Marley, Marina Lima, etc.

In the case of Skol we had to look for artists and the cultural environment, whether in São Paulo or in New York, in the case of Guaraná we went through Itaquera, Praia Grande, Ilha Bela and even Venice in California and for Brahma we went after immigrants and descendants. of the most traditional neighborhoods of São Paulo. 

For each client we seek different methodologies and processes. There is no standard model, as each brand reaches a certain stage, whether of desire or internal processes. We suggest a generational study and when we understand the trails and gaps, we seek to delve deeper by bringing a team of experts  to help us better understand their styles and understand which trends we can identify as relevant to our product, brand or service.

Branding, VBB & VBI - Chapter 3

Mapping the trends

A Look to the Future

Understanding the behavior patterns of each type of consumer and understanding what motivates them to want to be a part and to engage, we detail in depth what movements need to be seen.

There is always a central point or a point in which that movement is more evident, points out Flávia. When I study all behaviors, I can trace a route of travel and important places to experience.

It is a discovery and learning experience for both us and our customers. It is a great cultural journey, understanding the lifestyle that is present in the lives of those consumers. To go against the central pole of a movement is to be at the center of everything, where everything deserves to be observed and experienced.

I think it's very important to point out that in many cases, our clients ask us about being exclusive or working in a certain category. But we believe that each brand has its own identity, no matter if they are competitors or not, the important thing is to appropriate and remain faithful to this tradition and transgression, explains Victor.

For Guaraná, the entire study of behavior took us to Venice, California. Want a place more antagonistic than one of the places where they sold almost no soft drinks anywhere? But it was important to understand what made young people choose other products and how Guaraná could find ways to continue being a desired brand by young people seeking their own attitude.

As for Skol, this preliminary study took us directly into the world of hip hop, right in the middle of New York. This movement gains strength every year, but for that year, in mid-2015, little was known about the duo Pharrell Williams and Nigo (today he is the creative director of the Kenzo brand) and of a totally pop scenario, full of style and attitude that brand could learn to bring some elements on board. Which is completely opposite to the Brahma brand, which speaks directly to the brewmaster, who values the ingredients, the way it is made. Each universe is totally different, but it is necessary to understand where each brand should look and learn to communicate. And this is the work of a designer, who in himself is a great observer and a communicator who is the translator who will make all the immersion in that universe. That's why this material helps a lot not only to the client, but also to marketing, communication agencies and all the other collaborators who must help to protect this ecosystem.

Branding, VBB & VBI - Chapter 4

Finding the Brand Lifestyle

The importance of rescuing its essence and its Tradition

It is important to remember that what brought us to this stage was exactly the individual particularities of each brand through understanding its origin, its traditional codes and especially the vision of its consumers.

Each brand has an identity, a speech, a thought and a belief. On top of that, we identified which micro and macro movements make up the universe of each of them and started to build a visual guide that respects this particularity and especially their individuality.

Its moodbards, visual style guide, photography, art direction, color palette, graphic patterns and most importantly: which artists, songs and bands, writers, creators make up each brand universe are built on top of these trend research.

It is on top of this direction that the designer's work begins to make sense. With such a guide in hand, we ended up delimiting a work area so that the design could delve not into horizontal options but rather vertical ones, going deeper and deeper into what the brand needs.

Often the designer's work is mixed in looking for references and on top of them presenting the client with the development he believes in. With BrandAnatomy® we were able to skip this step and bring a consistency and density of exploration very useful to the designer. And that material expands to content creators, screenwriters, and writers.

I believe that one of the biggest benefits that this methodology brings is assertiveness and especially the conclusion. Usually we always end up taking different options and variations for the customer to choose, and in this case, it's the opposite. It is the brand and its origin that takes us on a path full of inspirations and creations. This brings much greater productivity and confidence for everyone involved, we have no doubt.

In these cases that we are exploring at the moment, both Guaraná, Skol and Brahma had their style mapping well designed and defined, all based on research with trend research materials from London agencies that work specifically with the Fashion universe. Bringing this universe to the corporate world is one of the main pillars of the methodology, as we believe that desire is expressed in several products. It is they, after all, who, when they succeed, materialize this desire directly to the consumer.

Branding, VBB & VBI - Chapter 5

Design & Lifestyle Expressions

The importance of rescuing its essence and its Tradition

This is the part in which it is possible to materialize a good part of a brand project within our methodology. After all, the world and our society is and has always been very much tied to aesthetics. So, as we always use the fashion industry as a reference and as the basis of our work, the way we present our visual projects should be no different.

If that creation can serve as a print on a t-shirt, for example, would I have the courage, desire and especially desire to go out with it on the street? It seems like a simple question, but we often forget about it when we make the arts for a project. It shouldn't be made to differentiate itself from the competition on a shelf, or else to be the most "appetizing" in a category, but for us it's: is it cool enough for me to wear with jeans?

From that point on, School SS99 started to create a collection that would not only involve packaging design but also the creation of a lifestyle for each brand of the company.

It's okay for us to work for competing brands. The fact that Ambev hired us to take care of its two main brands exemplifies the fact that they understood at that time that each brand should express its own lifestyle. After all, a Brahma consumer is not a Skol consumer and therefore, their visual universes are and will be completely different.

When creating a Lifestyle for a brand, we find not only its visual codes and apply them in vectors such as a label, a packaging, but also a universe to be explored by photographers, scene directors and especially the part that is often forgotten and a brand project: visual merchandising. 

It was very common for doubts to arise in some immersion meetings of the brands, such as: "What should a backpack look like for my trade? Brand X came to us recently, can we associate with it? Model or influencer X is doing a job very cool, is it good to have her in our brand?". See, with material like this it is possible to understand which partnerships can and should be made, including co-brands. Rather than creating a visual merchandising from scratch, why not bring fashion producers and brands that need visibility and that are super cool within their niches? 

The lifestyle work provided Skol, Brahma and Guaraná with the answers to several questions that were often left unanswered. The universe became so broad that we walked through our projects on what the "home" of brands could be like and what true and connected experiences they could offer to their audiences. From a partnership with hostels for Guaraná, to a building on the iconic Avenida São João with Ipiranga for Brahma, as a clubbing and experience spot for Skol and a 10-story development.

 

Expanding the vision was a fundamental part of the importance of a project of this magnitude. And nowadays, when we see Anitta being the Creative Director for Skol Beats, or when we see a Guaraná antartica sweatshirt being worn by Manu Gavassi or the Brahma brewers, we are proud to have done a job that follows what we believe in a line of continuity.  

Branding, VBB & VBI - Chapter 5

Brand Drivers & Brand Positioning

Positioning your brand in such a diverse and plural world

 Understanding which communication drivers a brand should use as pillars is a fundamental part of this chapter of our Brand Anatomy®. It is through the study of each history, brand origin and trend mapping that we can clearly define which Brand Positioning the brand should adopt.

This means that here is Design and Expressions in Communication. Which manifestos and which banners in a politicized world a brand can and should appropriate. About 10 years ago, there was only Facebook as a social networking platform, Instagram was in its infancy and tik tok was not born. Nowadays subjects spread very quickly, brands are increasingly in the midst of so many subjects and need to position themselves. How to know how to behave in each situation? The branding work should help the brand in these issues, not only to respond to the subjects that will be exposed, but mainly if they can and should take ownership of some subjects without seeming like a marketing strategy, but something natural to its essence.

The work we developed at this stage is very important in the strategic part of communication as well. Knowing how some terms evolve in our society is important for the brand to always keep up to date in its speech and not just in the look it will adopt.

In the case of Guaraná, what "Wellness" meant 5 years ago is no longer what it means today. All the pillars on which our products and services are often based undergo evolution, as the world evolves. It is therefore necessary to create communication strategies on top of these new redefined pillars and, through monitoring companies, to understand which ones need to be ahead of competing products.

Through these drivers it is possible to make a beautiful brand book not just a table book for decoration. As we have communication as our essence and we have come from Advertising and Communication agencies, it was important to understand how to help as much as possible to get the strategies off the paper making the Brand Book become a brand Bible Book._cc781905-5cde-3194-bb3b -136bad5cf58d_

Branding, VBB & VBI - Chapter 6

Putting ideas in practice

Adapting innovation to tradition

What we find similar in all large-scale projects such as Ambev is the dimension and grandeur of everything that is done as a design. Proposing to change the color of a bottle cap is not just one cap, but millions of caps that take time to reflect a new identity in a country with the size of our Brazil. 

When proposing a new packaging, it is necessary to consider what to do with what is already on the market in the interior of the country. In television, transforming the image is something quick because it is digital media, but when we talk about physical media such as packaging and visual merchandising products, some things must and need to be taken into account, such as the time it will take to automatically packaging to be replaced depending on the time of consumption or if it is worth forcing the exchange generating a very high cost of product waste. 

The vision of the new identity then needs to go through implementation steps. How can we adapt the design to understand each step? Often this called for complex and other simple, or market distribution, changes. But branding must understand the complexity of cases like these and be prepared to adapt the idea and visual strategy in order to face challenges as complex as the one that involves innovation.

We link a lot of our design to the annual plans of each brand together with the innovation team. Often the final process would only be completed over 3 years and how would the design not lose some of the magic of what had been built? The fact that we always work with trend forecasting helped us, at each stage, to bring a current design and within what was proposed in the branding work of the brand. The implementation challenges are diverse and this one from Ambev reflects the innovation challenges of a large industry. Just as the little ones also have different challenges, the important thing is for Branding to be prepared to understand and bring answers to each stage. And our methodology and process can shield us from difficulties like these.

Quotes Fernando Bayeaux

Skylines

Architecture & Product Development

Branding the Skylines

Projects for products by Camargo Corrêa and Vitacon

Design is present everywhere. From the moment we get up, we are face to face with all kinds of designs: from the pattern and cut of your pajamas, the color of your toothbrush, from the brand of contact lenses to the packaging of the shampoo and the brand of the coffee you sits when opening your fridge design. 

But does not stop there. When you open the window with your cup of coffee you are faced with the skyline of your city. And how everything is different. Each building bears a mold of a particular period of architecture, where the developments were made to maximize an operating model spreading across different neighborhoods at completely different times.

Realizing this, we thought that the same process of making a brand could be applied to a business model. Not that everything was equal to the same aesthetic as Hausmann did in Paris, but that at least each neighborhood had at least its essence respected. Why were neighborhoods that were large industrial centers in São Paulo receiving neoclassical buildings? It drove away old residents and attracted new ones without any relation to the neighborhood's history. What about the sales and local businesses? How was it possible to survive a model like that?

With all this in mind, we adapted our Branding model for the construction of buildings that could bring not only the aesthetics of the neighborhood to which they were being incorporated, but also the lifestyle offered. Why did every building need a grill on the porch?

From 2014 to 2018 we worked with two developers: Vitacon and Camargo Corrêa in the area of product development. With the launch of the new master plan at the time, developers began to face new challenges, such as undertaking and building buildings in areas that were previously completely flat, as was the case in the Vila Madalena neighborhood in São Paulo. Our role was, together with the product team, to understand the location of the next project, respecting its origin and ancestry, the history of the residents and the local commerce and to design a product that not only met aesthetically, but that brought and respected the lifestyle of the neighborhood itself. on which it was being built.

Adding services from local merchants to the development concierge and communicating the development from the sales stand, communication materials and content were also part of our project scope. Often, through briefings for communication agencies that we hired or that we carried out by School SS99.

During this period, at least 6 different product projects were developed in neighborhoods such as Vila Olímpia, Jardins, Vila Madalena, Chácara Flora, Vila Madalena and Moema. The development process is one of the longest we know of and we can still see some of these ongoing projects being raised on a São Paulo skyline, but with the pride of seeing part of them now integrated into the essence of each neighborhood and place.

Branding for Product Development

Feeling the Atmosphere

The importance of experience for mindset change

In the same way that School SS99 presented the Branding and Lifestyle projects, these projects should be no different. 

"Sometimes, we are dealing with changes in mindset. What does that mean? Changing the way an industry thinks, from Finance, to the Director, to Managers and especially to the sales team regarding the launch and development of a product involves steps that need to be digested in stages".

Our process has always been one of disruption, but sometimes this disruption can generate a great lack of understanding on the part of the team involved. Those who hire us are usually recommended by the CEO or a department that is delighted with the possibility of doing "something different". But for the success of a project it is important to align all other areas.

In these cases, for each project we seek the best way to represent our vision around the product that will be presented. In the photos above it is a project for Camargo Corrêa for the presentation of the enterprise located in the neighborhood of Jardins in São Paulo. In the photos below, presentation to the entire team of the product to be undertaken in Vila Madalena in São Paulo.

We always seek the support of experience to make the products easier to understand. All the senses are activated in these moments, and we are concerned with all the details, from time and movement, to architectural codes, local commerce and especially the history of the neighborhood.

Branding for Product Development - Chapter 1

Setting the Scene

Neighbors in the same neighborhood

At first, the main objective is to get to know the roots and essence of the neighborhood in which the project will be built.

"There is nothing more aggressive than a developer arriving in a neighborhood, tearing down those old houses and building a building with modernist lines and finishes in a neighborhood with all colonial architecture.""

This brings an imbalance not only in terms of aesthetics, but also cultural ones, after all, the public according to the lifestyle of the enterprise will be different and the neighborhood will gradually change".

Not to mention the grocery stores, the local commerce in the neighborhood that may have part of it forgotten for not fitting in with the new profile that the venture could bring. It was thinking about all this that we thought it was necessary to deeply understand the neighborhood by listening to the residents and their stories as well as observing the commerce and all its dynamics.

This would help us in putting together a briefing, as it could tell us how, in many cases, a simple mall of services coupled with the new condomonyms could strengthen the local market and help bring an audience similar to the origin of the neighborhood. In some cases we proposed partnerships with modern brands, but in some others why not an integrated laundry service and offer this space so that the neighborhood could operate jointly with the condominium? Several ideas can be raised at a time like this, but the most important thing is to understand which services and which lifestyle make sense with that neighborhood and that region.

It is not about making the consumer fall in love only with the product, but making him fall in love with that region and those characteristics. This makes the product no longer just a commodity of bricks and square meter and starts to come to life, different in each region. 

Branding for Product Development - Chapter 2

Mapping the Scene

Consumer movements

What we found in the development of these projects was a lot of data. The real estate market works with a lot of projections and statistics. Data is always important, but the big opportunity is knowing how to cross that data in a way that really leads us to something new.

If, on the one hand, data is important to value a product and understand how the square meter should be and what services and number of rooms, crossing this information with trends in purchasing behavior was already something essential at that time._cc781905-5cde-3194-bb3b -136bad5cf58d_

The concept of housing has been changing as generations go by and this is very much linked according to the economy of a historical context such as Brazil. If housing was not important for Millennials, for Generation Z it is, and the difference between these two generations is very small. 

More than a precise work, at this stage it is necessary to understand that we are dealing with behavioral patterns. It's the same thing as joining a humanities job to an exact one and hoping that the result will always be the same. This step requires a very detailed analysis so that the consumer's desires are in accordance with the market and that the product is designed within the greatest possible assertiveness.

The big challenge in developing incorporation products is that we are dealing with one of the longest launch chains. We have an average of 7 years for the product to be delivered and one of the first steps is not creation but monetization. Reversing this order or at least adapting the management of these steps is the great challenge of change within this market.

Therefore, we believe that the mapping of consumption trends, added to the questions of market data, should be almost mandatory at this stage, after all, this vision of the future could help us to adapt the product development to the maximum.

Branding for Product Development - Chapter 3

Mapping the Missions

Consumer movements

Any product that comes from a company, it is natural that the order is to develop according to the values of the organization. Often this lens is not clear and ends up getting lost over the years and also by looking at market opportunities. 

The objective of such a project was to rescue, through a work of looking at the brand, the essence of the founder of Camargo Corrêa. What motivated Mr. Sebastião when you dreamed of building buildings and carrying out great works?

It was after these answers that we carried out a branding immersion so that we were guided according to the company's vision and values in the creation of a new line of products.

Branding for Product Development - Chapter 4

Mapping the Style

Consumer movements

The trend research work involves, in this case, two fundamental points: the profile of the new consumer and also a history of the neighborhood and its ancestry. 

Developing research like this is rich, because it made us know in depth what can really motivate a consumer in different scenarios: economic, investment, housing or even an affection and desire.

Understanding the different needs makes the project complex and challenging, because, above all, the line that manages to be horizontal when we talk about different purchase intentions and behaviors is desire. 

Our challenge was to bring coatings, finishes and an aesthetic that represented the origin and naturalness of the neighborhood in which the project would be located and through this survey to propose what would be the aesthetics and architectural style. This would help a lot in the search for architecture offices that could develop this product because as we would have a well-defined line, it was simpler to look for offices and architects that naturally reflected that trend and style in their projects, thus avoiding briefing wear and lack of understanding. of product.

Branding for Product Development - Chapter 5

Mapping the Life

Creating and developing the product

Aesthetics aside, this phase was as important as the previous one. Define what would be the social and living areas.

What existed in the market was a combination of a ballroom, gourmet space and fitness area. Finding new features would be a first step to define within that area what lifestyle we could propose. 

A pub? A restaurant? A coworking area? Looking at the year 2022 and thinking that common areas and services can be all that, in the year 2015 this was not very new. There were new ready-made models that traveled through the cities with a more modernist tone, but there was no knowledge of the lifestyle and services linked to each neighborhood.

In the Jardins project, one of the challenges was to partner with a concept store on the facade of the building and it would be necessary to look for brands that represent the product and that could attract part of our public. In the Vila Madalena project, the objective was to create a service mall with local businesses operating and providing support. For each neighborhood a new feature should be included.

Together with Camargo Corrêa's internal team, we developed adjustments to the layout plans considering the pre-approved size of the floor plan and coordinating the development of the decorated model, helping with the interior design, lighting project and arrangement of objects and common areas.

The challenges are starting to come out of the traditional stages of development of a conventional product, and this is clearly an attraction but also a very big internal challenge, especially with the sales team. 

Branding for Product Development - Chapter 6

Mapping the Sales Team

Internal customer engagement

One of the most important steps is the alignment between departments. And that in large organizations that were born and grew in a vertical model is one of the biggest and most complex challenges.

If a sales team receives its goals and objectives and commission, whatever the change to the product may be, at first it can be seen in a positive way, but from the moment you change completely, it can generate a series of doubts and finally, if it is not very well taken care of and planned, it can generate distrust.

The product development, marketing and sales teams need to be seriously aligned with the business model and commissioning. The important thing is not to forget this difficulty and to think about how we can feed back this system, offering everything from differentiated training, to a sales stand and to a new support involving sales materials and also communication materials.

Engaging not only the external consumer, but the internal one is a key role. This proves that all business models are moving in the same direction and looking at the sales team offering not just a product idea but new material and content that can help them is one of the pillars in a movement like this.

In our projects, we have developed from what would be the visual identity of the projects, such as their launch campaign, whether or not tying to a personality and thinking about a whole sales strategy for the commercial team. We developed the booth and sales material, as well as thinking about the content of the material to be presented.

Branding for Product Development - Chapter 7

Mapping the Communication

External customer engagement

As a consulting service, for the launch of the product, strategic communication planning was carried out according to each product.

Considering the different stages and phases that a launch involves, what actions, activations and events could happen during the sales stages. 

Our job was to coordinate and approve internal actions with the marketing team and assist in hiring communication agencies for the development and operation of each project developed.

It is natural that for some projects the support of an agency with more curatorship and content appeal was more necessary, while other products asked for more media and performance. As we already had the product briefing, all the launch material created and developed at this stage made it much easier to define the scope of the agencies that could help us at each stage according to each expertise. 

The agency ends up receiving a more aligned work, with pre-defined targeting and planning of actions, we could choose the specialty where each one could dedicate themselves especially to their skills and this only brought us clarity and synergy with the work developed.

Architecture & Product Development

Branding People

Projects for products by Camargo Corrêa and Vitacon

Design is present everywhere. From the moment we get up, we are face to face with all kinds of designs: from the pattern and cut of your pajamas, the color of your toothbrush, from the brand of contact lenses to the packaging of the shampoo and the brand of the coffee you sits when opening your fridge design. 

But does not stop there. When you open the window with your cup of coffee you are faced with the skyline of your city. And how everything is different. Each building bears a mold of a particular period of architecture, where the developments were made to maximize an operating model spreading across different neighborhoods at completely different times.

Realizing this, we thought that the same process of making a brand could be applied to a business model. Not that everything was equal to the same aesthetic as Hausmann did in Paris, but that at least each neighborhood had at least its essence respected. Why were neighborhoods that were large industrial centers in São Paulo receiving neoclassical buildings? It drove away old residents and attracted new ones without any relation to the neighborhood's history. What about the sales and local businesses? How was it possible to survive a model like that?

With all this in mind, we adapted our Branding model for the construction of buildings that could bring not only the aesthetics of the neighborhood to which they were being incorporated, but also the lifestyle offered. Why did every building need a grill on the porch?

From 2014 to 2018 we worked with two developers: Vitacon and Camargo Corrêa in the area of product development. With the launch of the new master plan at the time, developers began to face new challenges, such as undertaking and building buildings in areas that were previously completely flat, as was the case in the Vila Madalena neighborhood in São Paulo. Our role was, together with the product team, to understand the location of the next project, respecting its origin and ancestry, the history of the residents and the local commerce and to design a product that not only met aesthetically, but that brought and respected the lifestyle of the neighborhood itself. on which it was being built.

Adding services from local merchants to the development concierge and communicating the development from the sales stand, communication materials and content were also part of our project scope. Often, through briefings for communication agencies that we hired or that we carried out by School SS99.

During this period, at least 6 different product projects were developed in neighborhoods such as Vila Olímpia, Jardins, Vila Madalena, Chácara Flora, Vila Madalena and Moema. The development process is one of the longest we know of and we can still see some of these ongoing projects being raised on a São Paulo skyline, but with the pride of seeing part of them now integrated into the essence of each neighborhood and place.

Peoples

Quotes by Michele Luckman

Branding People

Fernanda Tavares and Marina Lima

Upon noticing this movement, Flávia and Victor began to study how they could build a methodology that would unite brands with people, something similar to what happened in hotel chains. Was it possible to connect to a lifestyle? 

 Video by Marina Lima (?)

homemakers

Maison Alexandrine, Africa, Flag.CX

Quote by Sergio Gordilho, Alexandra or Martini (?)

 

Challenges and learnings

The duo took advantage of this year 2012 to enter together in one of the most traditional schools in London for fashion and trend research, Central Saint Martins.

​"We took advantage of the European summer and the trend research courses to really understand how Londoners, who are known for always being the world's trendsetters, "looked at this subject", says Flávia.

It was very clear to us that for there to be a transgression there had to be a tradition. There is no transgression without tradition. And this was important in the work of developing the methodology that we were going to create", adds Victor.

Bringing the Life+Style to Branding

Brand Essence

lifestyle

Methodology

School/SS99

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