SONAE HELLO TOMORROW PROJECT by IVITY BRAND CORP for SONAE SGPS

Adsarchive » Design & Branding » SONAE SGPS » SONAE HELLO TOMORROW PROJECT

SONAE HELLO TOMORROW PROJECT

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Portugal
Agency IVITY BRAND CORP
Creative Director Pedro Pires, Paulo Rocha
Designer José Mendes
Released February 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SONAE SGPS
Product/Service: SONAE SGPS
Agency: IVITY BRAND CORP
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: IVITY BRAND CORP, PORTUGAL
Creative Director: Paulo Rocha/Pedro Pires (IVITY BRAND CORP SA)
Strategic Planning: Pedro Pires (IVITY BRAND CORP SA)
Designer: José Mendes (IVITY BRAND CORP SA)
Copy: Pedro Pires (IVITY BRAND CORP SA)
Art Finalist: Ana Teresa Fernandes (IVITY BRAND CORP SA)
Media placement: Public Presentation - Press Conference - 10 February 2010
Media placement: Internal Presentation - Building Decorations - 10 February 2010
Media placement: Internal Presentation - New Site (Intranet) Up-Load - 10 February 2010
Media placement: Internal Presentation - New Stationay Distribution - 10 February 2010

Describe the challenges and key objectives

The main constraints were: - to evolve with respect for the conceptual heritage of the brand. - to leverage the stronger attributes and add new ones. - to maintain the cutting edge tradition of the company. - to find a solution which reflects the immense diversity of businesses, applications and even of the more technologically advanced infrastructure.

Describe the brief from the client
Sonae, a multinational group with more than 45 000 employees worldwide, launches a new global brand, following its 50th anniversary and delivering a landmark statement for a new strategic vision.

Describe how you arrived at the final design
Design process was fueled by the ambition of achieving something quite new, delivering Sonae a world class and innovative system able to translate the group´s diversity into new brand attributes. The concept of symphonic brands - the need for mutability in a fast changing world - conducted to the Brand Generator concept, a creative tool which purpose will classic brand guidelines. The ambition is about creating a multidimensional “Quantum Wave” of global physicality to be dreamed in business, design, art and forever expanding.

Give some indication of how successful the outcome was in the market
From employees to stakeholders the new brand system spread excitement and a renewal spirit across Sonae’s big universe. A landmark was achieved and expectations are high. We are just beginning.