A NEW LOOK OF THE BRANDBOOK by Gad' Design for CPFL ENERGIA

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A NEW LOOK OF THE BRANDBOOK

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Gad' Design
Creative Director Claudia Mainardi
Art Director Paula Gomez, Valkiria Janissek, Andre Mosquito
Copywriter Carolina Sanches
Released January 2010

Credits & Description

Category: Publications
Advertiser: CPFL ENERGIA
Product/Service: ELECRTIC ENERGY DISTRIBUTER
Agency: GAD' AGENCY
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: GAD', Sao Paulo, BRAZIL
Executive Director: Luciano Deos (Gad)
Executive Director: Valpirio Monteiro (Gad)
Creative Director: Claudia Mainardi (Gad)
Art Director: Paula Gomez (Gad)
Art Director: Andre Mosquito (Gad)
Art Director: Valkiria Janissek (Gad)
Copywriter: Carolina Sanches (Gad)
Media placement: CPFL Energia- Permanent Corporate or Brand Identity - Publications - To all people who works with CPFL Energia's Medias - 2009

Describe the challenges and key objectives
The challenge was in developing a brand book that would have the job of serving as a language guide while also being a way of inspiring all stakeholders connected to the brand.

Describe the brief from the client
The group CPFL Energia, Brazil's largest electric energy distributor, initiated its brand repositioning process. With this came the necessity to create graphic material that was able to express the essence of the brand and disseminate its new language.

Describe how you arrived at the final design
The repositioning of CPFL Energia signified a contemporary, sustainable company characterized by evolution. As a visual metaphor of this evolution, a “line” ran through each page of the brand book, which was divided in two parts: Language and Essence. This line evolved and transformed into a time line, a narrative line, into illustrations and even words.

Give some indication of how successful the outcome was in the market
The Brand book translated the essence of the Brand with such precision that it is often used as a guideline tool. It directs the aesthetic, texts and relationship guidelines of the brand for the wide range of public working with CPFL Energia's media.