PORTO SEGURO by Oz Design for PORTO SEGURO CIA DE SEGUROS GERAIS

PORTO SEGURO

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Industry Insurance
Media Design & Branding
Market Brazil
Agency Oz Design
Designer Priscila Peress, Bruno Villardo, Roberta Leal, Carolina Amigo
Released April 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: PORTO SEGURO CIA DE SEGUROS GERAIS
Product/Service: INSURANCE COMPANY
Agency: OZ DESIGN
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: OZ DESIGN, Sao Paulo, BRAZIL
Design Director: André Poppovic (Oz Design)
Designer: Roberta Leal (Oz Design)
Designer: Carolina Amigo (Oz Design)
Designer: Bruno Villardo (Oz Design)
Designer: Priscila Peress (Oz Design)
Account Manager: Samanta Fonseca (Oz Design)
Production Manager: Sonia Pimentel (Oz Design)
Media placement: Corporate Identity - From Head Office/ Automotive Centers To Regional Branches, Garages Etc... To Urb - 15/04/2009
Describe the challenges and key objectives
The big challenge in the creation process, application and production of the new identity was to develop a systematisation that allowed the consolidation of the corporate image both in Brazil and in Uruguay. The design solutions were thought to be simple and easy to execute. The entire change of the brand was implemented in less than 6 months. Colours, graphics, proportions, as well as all elements forming the new identity, were chosen to create unity and allow for the extension of the language to the Company’s several products and services, strengthening the brand’s presence and its image among consumers.
Describe the brief from the client
Porto Seguro – the largest Insurance Company in Brazil – was founded solely as an insurer, but with the expansion of their activities, they also started operating in financing, group buys, credit cards, asset insurance, etc. To express this new moment, a new visual identity was needed, intended to make the current operation strategy become concrete. The conception of the new corporate identity should represent the dynamism of the holding, without losing the visual references of the previous brand, already very well known by Brazilian consumers.
Describe how you arrived at the final design
By immersing into the Company’s values and essence, we defined attributes such as humanism, service, transparency and excellence – inspiration for the brand redesign. The brand architecture was projected from the new design, creating a hierarchy of information about business segments, companies, products and services. The new identity was implemented throughout the entire company, and is expressed on vehicles, signage and ambience. From head office and automotive centres to regional branches, garages and partner brokers to urban solutions related to transport and environment, such as the electric bicycle and bike racks, spread throughout the city of São Paulo.
Give some indication of how successful the outcome was in the market
- TOP OF MIND AWARD, Folha de S. Paulo Newspaper, 2009.- MOST RELIABLE BRAND OF BRAZIL, Millward Brown Research Institute, 2010.- “PORTO SOCORRO” ELECTRIC BYCICLE – FROM THE IDENTITY ELEMENT to the NEW BUSINESS OPPORTUNITY Developed at first to add value to the brand, as part of the company’s fleet, today the “Felisa” version is marketed to the external public, facilitating mobility in large cities. An urban and environmental solution.- CAPS (Porto Seguro Automotive Centre) A SUCCESS CASE. The façade, signage and ambience project today is a reference and benchmark in the automotive sector in Brazil.