GLOBAL SIGNALING PROGRAM by KEENWORK DESIGN for Braskem

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GLOBAL SIGNALING PROGRAM

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency KEENWORK DESIGN
Creative Director Luis Castellari
Designer Iolanda Yassuda, Sheila Araujo
Released February 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: BRASKEM
Product/Service: PETROCHEMICAL COMPANY
Agency: KEENWORK DESIGN
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: KEENWORK DESIGN, São Paulo , BRAZIL
Creative Director: Luis Castellari (Keenwork Design)
Production Director: Silvia Costa (Keenwork Design)
Architect: Renato Winnig (Keenwork Desgin)
Architect: Luciana Naccashe
Architect Assistant: Marcela Havandjian (Keenwork Design)
Designer: Iolanda Yassuda (Keenwork Design)
Designer: Sheila Araujo (Keenwork Design)
Media placement: Acess Plates - All business units - march 2009
Media placement: Door Plates - All business units - march 2009
Media placement: Pictures - All business units - march 2009
Media placement: Floor Plates - All business units - march 2009
Media placement: Emergency Signals - All business units - march 2009

Describe the challenges and key objectives
The challenge was the creation of a signaling system specially developed for industrial needs, aligning low production cost with high durability, low maintenance and presentation, in order to consolidate client's business image. The program was part of Braskem's innovation project to develop and expand the PVC market in products where the long life cycle brings great advantages, reducing the environmental impact and allowing fully recycling. Project also provided centralised production, local assembly and manufacture of the signaling, allowing local economic development. The purpose of the visual identity was to consolidate client's market position through the creation of an integrated internal culture.

Describe the brief from the client
This project was developed as part of the strategy to consolidate Braskem’s identity, supporting its expansion and integration of cultures. Client was in need of a integrated system that could identify its brand in all of its units industrial units, administrative offices and commercial buildings.

Describe how you arrived at the final design
For the signaling programme the design team developed a specific constructive system. It is comprised of elements manufactured with raw material provided by the client: PVC, which was used for the production of profiles that were specially developed for this purpose, with the support of processing companies that are partners of the client. These profiles are used as forms and, at the same time, as finish for the process of pouring concrete into the supporting pillars of the signaling elements. Thus we integrated the durability and the good finish of PVC profiles to the resistance and stability of concrete.

Give some indication of how successful the outcome was in the market
The project presented solutions and strategies for the implementation and cost feasibility, both in terms of construction and logistics. Integrating the company's image in its industrial units and meeting the different demands of the internal and external signaling process. The project meets the needs for durability in the industrial environment, low maintenance and flexibility, valuing the environment and integrating the visual identity of the units. The scope was global, from technical breakdown to the list of suppliers, materials, processes, production costs, implementation and management of the whole process to the delivery of the final result, installed in all its 23 units.