Itau Cinemas Design & Branding ESPAÇO ITAÚ DE CINEMA by Interbrand Group

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Brazil
Agency Interbrand Group
Creative Director Beto Almeida
Designer Rafael Cipolla, Gil Bottari
Released February 2012

Credits & Description

Category: Consumer Services
Advertiser: ITAU
Creative Director: Beto Almeida (Interbrand)
Strategy Director: Daniella Bianchi (Interbrand)
Strategy Consultant: Laura Garcia (Interbrand)
Designer: Gil Bottari (Interbrand)
Verbal Identity Manager: Ana Puttini (Interbrand)
Strategy Consultant: Maristela Raucci (Interbrand)
Designer: Rafael Cipolla (Interbrand)
Media placement: None - None - None

Describe the brief from the client
After one of Latin America’s most significant merger between banks Itaú and Unibanco, little attention was paid to Espaço Unibanco, a traditional arts centre, cinema, and one of Brazil's cultural keepsakes. As partners of Itaú, we had the opportunity to revive the arts centre’s identity, thus providing a startling brand experience endorsed by the bank.

Describe the challenges and key objectives
Brazil is a country in transformation. Our challenge was to make this transformation not only economic, but also cultural. Thus, we had in our hands the responsibility of developing a new brand architecture and platform to ignite the centre’s identity revival. In the process, we strived to preserve the historical value of the former theatre and, consequently, add value to Itaú’s master brand.

Describe how you arrived at the final design
The logo has varying elements and, as cinema, allows endless possibilities. The predominance of black symbolises the cinema room, while the composition of elements characterises a film projection. Nonetheless, the logo respects Itaú’s consolidated orange colour and typography.

Give some indication of how successful the outcome was in the market
Our work combines elements to consolidate Espaço Itaú de Cinema as the home of good cinema in the main cities of Brazil: Rio de Janeiro, São Paulo, Brasília, Salvador, and Porto Alegre. In addition, it introduces a compelling form of sponsorship to the Brazilian public – one of the world’s most important banks endorses and invests in multiple art and cinema centres. Itaú, the ‘bank of transformation’ has beautifully aligned what it claims to what it does.