JOÃO CORDEIRO VISUAL IDENTITY by Oz Design for JOÃO CORDEIRO CONSULTORIA

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JOÃO CORDEIRO VISUAL IDENTITY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Oz Design
Designer Mariana Oliveira, Bruno Tomé Canovas, Eduardo Stollagli
Strategic Planner Guilherme Callegari
Released May 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: JOÃO CORDEIRO CONSULTORIA
Product/Service: HR CONSULTANCY
Agency: OZ DESIGN
Date of First Appearance: May 5 2009 12:00AM
Entrant Company: OZ DESIGN, Sao Paulo, BRAZIL
Design Director: Ronald Kapaz (Oz Design)
Designer: Eduardo Stollagli (Oz Design)
Designer: Mariana Oliveira (Oz Design)
Designer: Bruno Tomé Canovas (Oz Design)
Strategic Designer: Mariana Marcolini (Oz Design)
Account Manager: Aline Farkuh (Oz Design)
Production Manager: Sonia Pimentel (Oz Design)
Strategic Planner: Guilherme Callegari (Oz Design)
Media placement: Corporate Identity - Office And Site - 05/05/2009

Describe the challenges and key objectives
When the brand’s identity is intimately connected to the client’s personality, understanding his essence is key to the design solution. The objective of this project was to define a positioning and to express the differentials of the kind of consultancy services delivered. Another important challenge of this project was to identify and translate João Cordeiro’s remarkable personality traits into design, once his differential and authentic personality values are embedded in the company.

Describe the brief from the client
The brief for this project was to express, by means of a clear and differentiated identity, the nature of the specificity of this Human Resources consultancy. The company’s new visual identity would have to incorporate some of the values and the way of being of its head, Mr. João Cordeiro (in Portuguese, John Lamb). Among the services provided by this consultancy: coaching – a personalised training program to develop professional and personal specific abilities -, workshops and lectures about creativity, leadership and sales. Target audience: executives and HR professionals from important national and multinational companies.

Describe how you arrived at the final design
The positioning found – “Inspiring creative changes” – translates the accessible and involving knowledge-sharing model, balancing sensitiveness and strategic view of the business. The icon created strengthens João Cordeiro’s irreverent, innovative and independent way of being and acting, in addition to using the client’s name in a humorous way – Mr. Lamb. “Talking with the hands”, another of the consultant’s traits, was incorporated into the website’s identity in an animated, playful and interactive fashion, fostering a new browsing experience. The aesthetic concept and finish of the materials make the creativity and premium character of the company’s services become concrete.

Give some indication of how successful the outcome was in the market
The success of this new identity is felt when the “inspiring creative changes” positioning, according to the client, is experienced and felt at any moment by his customers and his audience – even if he himself is not present. At the same time, the new identity has been considered as a paradigm break in comparison to the aesthetic formality found in the consultancy industry.