Firjan
2017 • 2018@ Geometry Global (RJ)
“How can we update our brand and make it reflect the changes we’re going
through?” That was the challenge set by Firjan (Rio de Janeiro’s Industry
Federation), one of the greatest references for both people and Market, even
before they realize what they needed most: reestablish brand's connection with
entrepreneurs and society.
With a messy brand architecture – in which secondary brands stand out – and misleading codes that reminded public institutions, Firjan was not related to many benefits it offered the population and also was not acknowledged by part of industry as its representative.
Working closely with the company's communication team, the main purpose became clear: it was critical to turn Firjan into protagonist and make it accessible again. Thus, we strived to design a new brand that had a strength that matches its reputation, a brand that could be closer without giving up its credibility.
The new brand comes with a modern, minimalist, bold and casual language. We left behind the word “system” and, from now on, Firjan is no longer an acronym, written in all capital letters, and becomes a proper name of someone with whom people can relate to and count on. The icon, which was inexpressive and blended with institutions names, now stands out. Graphic, modern and dynamic, the flag brings the essence of Rio organic forms and points, in its upward movement, the growth of both industry and state.
The brand architecture was completely redesigned in a much simpler way according to the brand’s new strategy. From now on, every institution that make up the system bear the name of Firjan along with its acronyms to make it easier for the public to understand.
Firjan now has a strong, contemporary and versatile brand, enabling a greater number of applications. The new brand, in line with the company's new positioning, reflects a modern institution, simpler, agile and close to all its audiences, in tune with new times and new demands.
With a messy brand architecture – in which secondary brands stand out – and misleading codes that reminded public institutions, Firjan was not related to many benefits it offered the population and also was not acknowledged by part of industry as its representative.
Working closely with the company's communication team, the main purpose became clear: it was critical to turn Firjan into protagonist and make it accessible again. Thus, we strived to design a new brand that had a strength that matches its reputation, a brand that could be closer without giving up its credibility.
The new brand comes with a modern, minimalist, bold and casual language. We left behind the word “system” and, from now on, Firjan is no longer an acronym, written in all capital letters, and becomes a proper name of someone with whom people can relate to and count on. The icon, which was inexpressive and blended with institutions names, now stands out. Graphic, modern and dynamic, the flag brings the essence of Rio organic forms and points, in its upward movement, the growth of both industry and state.
The brand architecture was completely redesigned in a much simpler way according to the brand’s new strategy. From now on, every institution that make up the system bear the name of Firjan along with its acronyms to make it easier for the public to understand.
Firjan now has a strong, contemporary and versatile brand, enabling a greater number of applications. The new brand, in line with the company's new positioning, reflects a modern institution, simpler, agile and close to all its audiences, in tune with new times and new demands.
++ GEOMETRY GLOBAL (RJ)
Creative Director Ricardo Leme Lopes
Planning
Natascha Brasil
Creative Team
Daniel Souza; Erika Martins; Luna Uaná; Felipe Gaúcho; João Soares; Bernardo Medina; Laura Marques; Lydia Salgado; Gilmar Padrão
Account Management
Mirna Abaurre; Gabriela Zampirolli
Creative Director Ricardo Leme Lopes
Planning
Natascha Brasil
Creative Team
Daniel Souza; Erika Martins; Luna Uaná; Felipe Gaúcho; João Soares; Bernardo Medina; Laura Marques; Lydia Salgado; Gilmar Padrão
Account Management
Mirna Abaurre; Gabriela Zampirolli
Daniel Souza © 2024.
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