URUCUM by Pande Design Solutions for Pande Design Solutions

URUCUM

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Brazil
Agency Pande Design Solutions
Executive Creative Director Marta Cardoso
Creative Director Peterson Sironi, Max Sano
Designer Daniel Araújo, Norie Nakashima, Diego Dorta
Photographer Ricardo De Vicq
Released February 2011

Credits & Description

Category: Posters
Advertiser: PANDE DESIGN SOLUTIONS
Product/Service: DESIGN AGENCY
Agency: PANDE DESIGN SOLUTIONS
Date of First Appearance: Feb 11 2011
Entrant Company: PANDE DESIGN SOLUTIONS, Sao Paulo, BRAZIL
Executive Creative Director: Marta Cardoso (Pande Design Solutions)
Creative Director: Max Sano (Pande Design Solutions)
Creative Director: Peterson Sironi (Pande Design Solutions)
Designer: Norie Nakashima (Pande Design Solutions)
Designer: Daniel Araújo (Pande Design Solutions)
Designer: Diego Dorta (Pande Design Solutions)
Production: Melissa Katayama (Pande Design Solutions)
Production: Anapaula Almeida (Pande Design Solutions)
Photographer: Ricardo De Vicq (Studio Ricardo De Vicq)
Printing: Kelly Polato (Studio Kelly Polato)
Media placement: Poster - Gift To Clients And Prospects - 11 February 2011

Describe the brief from the client
Create a self promotion material to give to clients and prospects.

Describe the challenges and key objectives
The challenge was how to communicate the essence of Pande Design. We had the goal of telling our story, mission and company values to our customers in a differentiated way. We started by the meaning of Pande. In Tupi-Guarani it means ALL OF US. This idiom is originally from Brazilian Indians. There are many similarities between this culture and the Pande’s way of thinking. Talking about our Indians, we could talk about Pande and a little bit of the Brazilian culture.

Describe how you arrived at the final design
Characters: Pande’s employees. Proposal: 32 pre-printed posters. Graphic interferences were hand made in the posters by the Pande’s designers, all inspired by Brazilian Indian’s art. The colour red represents the urucum, the ink that our Brazilian Indians use to paint and identify themselves. The choice of images and drawings represent all the care we have with our job, profession and clients. The pride of our origins. That’s why we decided to work them as a gift to our clients and prospects, using special paper and printing.

Give some indication of how successful the outcome was in the market
The customers who received the posters were surprised. We caused impact because of the images, the process of painting and the commitment.