BRAZIL DESIGN WEEK by CRAMA DESIGN ESTRATEGICO for ABEDESIGN (BRAZILIAN ASSOCIATION OF DESIGN COMPANIES)

BRAZIL DESIGN WEEK

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency CRAMA DESIGN ESTRATEGICO
Creative Director Ricardo Leite
Released November 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: ABEDESIGN (BRAZILIAN ASSOCIATION OF DESIGN COMPANIES)
Product/Service: BRAZILIAN DESIGN
Agency: CRAMA DESIGN ESTRATEGICO
Date of First Appearance: Nov 3 2009 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Entry URL: http://www.bdw09.com.br/
Creative Director: Ricardo Leite (Crama Design)
Planning & Client Services Director: Theiza Conte Paiva (Crama Design)
Design Manager: Helena Guedes (Crama Design)
Product Design Manager: Daniel Pan (Crama Design)
Media placement: Event Open - São Paulo - SP - Brazil - 03 To 06 November 2009

Describe the challenges and key objectives
To generate awareness that design is a tool able to increase the productivity of any given company, a product performance and the value of the emotional connection they have with their clients, also contributing to a global understanding of consumers. Since the event happened first in Rio de Janeiro, in 2008, and in São Paulo the next year (its most recent edition), it was mandatory to adapt logo and visual identity to the urban setting of the São Paulo state capital, while maintaining the concept introduced in Rio.

Describe the brief from the client
Develop logo, visual identity and communication concepts for the event that will promote business opportunities and generate awareness, showing the market the Brazilian design industrys' ability to innovate, generate value and its competitive advantages. Change the way businessmen perceive design and how they can use this tool to grow and generate value to products and services. Speak directly to executives and entrepreneurs (Brazilian or not) professional guilds and government offices.

Describe how you arrived at the final design
To be in line with the '3D' concept, demonstrating that design exceeds the two-dimensional world and becomes everything we see, feel and experience. To prove it is possible to enhance the three-dimensional perception of the logo, bringing this atmosphere to the identity; 'immersing' people into the multidisciplinary universe of design. Development of logo that could adapt itself to the contemporariness and boldness of the DESIGN activities, multiplying as does the logo’s three-dimensional element: THE CUBE.

Give some indication of how successful the outcome was in the market
Brazil Design Week promoted interaction and networking between 5,000 people (entrepeneurs, executives, professionals, opinion generators and students), stimulating the industry and generating business for all sectors. The event generated an intense round of business and fomented the closing of deals that shook the market. It also proved that the Brazilian design industry has strategic view, experience, professional dimension, production capacity and can leverage innovations and generate competitive products and services.