A BRANDING PROJECT REDEEMING A NATION´S SELF-STEEM by CRAMA DESIGN ESTRATEGICO for SONANGOL

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A BRANDING PROJECT REDEEMING A NATION´S SELF-STEEM

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Industry Automotive products, services and accessories, Raw Materials & Minerals
Media Design & Branding
Market Brazil
Agency CRAMA DESIGN ESTRATEGICO
Creative Director Ricardo Leite
Designer Andrej Köpke Braga, Kenzo Mayama Kramarz
Released May 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SONANGOL
Product/Service: GAS & OIL COMPANY
Agency: CRAMA DESIGN ESTRATEGICO
Date of First Appearance: May 5 2009 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Entry URL: http://www.sonangol.com
Creative Director: Ricardo Leite (Crama Design)
Planning & Client Services Director: Theiza Conte Paiva (Crama Design)
Planning & Client Services Manager: Daniele Aragão (Crama Design)
Design Manager: Helena Guedes (Crama Design)
Designer: Andrej Köpke Braga (Crama Design)
Design Manager: Ana Cotta (Crama Design)
Designer: Kenzo Mayama kramarz (Crama Design)
Media placement: Start Of A New Visual Identity - Angola - May 2009

Describe the challenges and key objectives
In several trips to the country, we witnessed the pain of a nation afflicted by several problems, who noticed that the end of the war would bring an opportunity of growth and recognition in Africa. This led the Angolan people to emulate foreign image standards, rejecting their own cultural roots. We also realised that the country lacked design and communication tradition, most times making use of nonprofessional solutions. We started our work with education, through seminars. Company leaders participated in cycles of lectures, including benchmark visits to Brazilian companies.

Describe the brief from the client
Suffering the effects of 38 years of war, the oil company SONANGOL (largest group of companies in Angola, accountable for almost 70% of the country’s GDP), needed a fresher image and to operate as one of the continent’s oil market giants. A wider branding project started, for the holding and its 14 subsidiaries, from brand platform to the company’s identity, including plane fleet, cargo ships, storage tanks, gas stations, pamphlets, folders, magazines, stands for international fairs, website, signaling, identity guide, and so on.

Describe how you arrived at the final design
Understanding the brand’s importance to the people of Angola, we carefully preserve its colors and main features, while developing a system that granted flexibility to the identity. To position Sonangol, our mission was to show them that the more they stand as an African company, the more global they would be. We humanised the company’s image, bringing in Angolan people to the communication, added typical graphic patterns to the visual material, and replaced the oil platforms that appeared in every piece of advertising by the image of the baobab, representing the solidity of a country that survived too many blows. It was important to show that oil would be responsible for the country’s wealth, financing its development.

Give some indication of how successful the outcome was in the market

Bringing Angola’s cultural elements to the table, such as strong colors, typical graphic elements and images that valued the country, we also brought in self-esteem and identity to its people. The project became a national reference, established a new level in terms of quality and helped to place Angola back in the global scenario. The new visual identity generated respect and pride among the people. And through the slogan 'Produce to Transform', Sonangol reinforced its commitment to turn energy into development, proved by its expressive financial growth of the last few years.