CLARO TELECOMMUNICATIONS: CLARO TELECOMMUNICATIONS

Credits:

Type of Entry: Corporate or Brand Identity
Category: Corporate Identity Schemes - Large scale
Title: CLARO IDENTITY
Advertiser/Client: CLARO
Product/Service: CLARO TELECOMMUNICATIONS
Entrant Company: GAD Sao Paulo, BRAZIL
Design/Advertising Agency: GAD Sao Paulo, BRAZIL
Creative Credits
Name Company Position
Luciano Deos Gad' Executive Director
Valpirio Monteiro Gad' Creative Director
Hugo Kovadloff Gad' Creative Director
Leonardo Araújo Gad' Creative Director
Antonio Raupp Gad' Creative Director
Details
Brief Explanation:
Develop a complete plan for CLARO’s brand launching: • Brand strategy and positioning; • Brand architecture; • Verbal identity; • Corporate identity expression; • Corporate architecture; • Point of sale architecture; • Point of sale communication (merchandising); • Internal communication.
Describe the brief from the client:
In a context of great competitiveness in the mobile network segment, Claro was born, the result of ATL, TESS, Americel, Claro Digital, BCP Nordeste and BCP São Paulo fusion. It was necessary to begin the process of brand launching all over the country. For that it would be necessary for an integrated effort of strategy, communication and retail, that contemplates not only the construction of its visual identity, as a unified and strong brand, which could compete with the great players of the market.
Description of how you arrived at the final design:
Attributes such as strength, shine and light guided all creative processes of the brand, whose personality also needs to transmit happiness and Brazilian aspects. The new brand represents the shape of the sun, which also combined the transparency as a playful effect. The sun rays reinforce the concept.
Indication of how successful the outcome was in the market:
The scene required a complex operation, envolving conceptual and pratical aspects. In only 8 months, the team built a great national brand that structured on a complete branding project, with collaborative integration of several specialized agencies and dozens of suppliers. The process evolved the positioning, brand global identity, brand launching plan for all stakeholders in Brazil, planning of implantation and roll-out in all cover area definition. With few months of life, Claro project became one of the most winners of brazilian branding history.