CARA & COROA MAGAZINE (HEADS & TAILS MAGAZINE) by Oz Design for CREDIT SUISSE HEDGING-GRIFFO

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CARA & COROA MAGAZINE (HEADS & TAILS MAGAZINE)

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Industry Magazines
Media Design & Branding
Market Brazil
Agency Oz Design
Released June 2009

Credits & Description

Category: Publications
Advertiser: CREDIT SUISSE HEDGING-GRIFFO
Product/Service: CORPORATE MAGAZINE
Agency: OZ DESIGN
Date of First Appearance: Jun 6 2009 12:00AM
Entrant Company: OZ DESIGN, Sao Paulo, BRAZIL
Design Director: Ronald Kapaz (Oz Design)
Strategic Designer: Mariana Marcolini (Oz Design)
Media placement: Corporate Magazine - 3.000 Mailing Distributed To Clients - 06 Jun 2009

Describe the challenges and key objectives
Every coin has two sides, heads and tails. A human side - heads - , and another presenting the number, the value of capital - tails. Bearing the objective of making the “Enrich life” positioning feel concrete, Cara & Coroa was created, a magazine with the challenge to present disturbing and involving visions about relevant subjects, from the technical perspective, the coin’s tails side, and the humanistic perspective, the heads side. So, at each new edition, the integrated sides of the coin provide clients with different visions about a core subject, from standpoints of writers and thinkers who stand out in the national and international landscape.

Describe the brief from the client
When invited to develop the branding project for Credit Suisse Hedging-Griffo, leading asset-management company in the Brazilian market, we observed characteristics that are very particular of this industry: focus on pragmatic results, exclusive attention to financial earnings and bonds that are only commercial. However, something in Credit Suisse Hedging-Griffo’s format and way of acting differentiated them – a more humanized vision, essence of the company’s personality and ethos. We created the “Enriching life” positioning, once enrich in life would be the market’s conventional bias. Yet, how to make this feel concrete for clients in an efficient and relevant way?

Describe how you arrived at the final design
Like the coin, the design project of this publication was created with two sides, two covers, two visions. A heads side with a humanistic vision – philosophical, sociological, psychological etc., and a tails side with analyses and debates about economic and financial matters. More than a branding strategic action, this project reflects our vision about the role of design: to promote closeness among people, visions and cultures through a qualified content and its best expression in its beautiful form. Cara & Coroa is a magazine of ideas to enrich life.

Give some indication of how successful the outcome was in the market
When measuring through a survey what the Bank’s best and richest clients most admired in the company, Credit Suisse Hedging-Griffo found that their most representative assets today are: first, CSHG’s Investment Funds strategic manager, Luis Stuhlberger, and second the Cara & Coroa Magazine.