Download - Branding SENAC
Branding for SENAC
project goal
To redesign the brand developing a representation that reflects the essenceof what Senac truly provides to the public.
context / environment
INDUSTRYSETTING
Senac is one of the tops teaching institutions in Brazil, with 49 units spread countrywide and morethan 2000 enrolled students.
Its differential is preparing students for workingon enterprises and launch their career as soon asthey finish the courses – and this thrive factor mustbe shown in its new identity.
INSTITUTIONPURPOSE
The institution principles are based ondiversity and flexibility concepts, providinga place where the students can explore theirown ideas and contributing to their personaland professional development.
challenges
‘before’ brand
‘before’ brand national scenario
NACIONAL RJ SP
RS VERSÃO COMEMORATIVA
CHALLENGES
The ‘before’ graphic scenario was quite variedsince Senac used to communicate throughdifferent brands across Brazil.
Thus the design challenge was to create a nationalbrand to be federally endorsed, fleeing from theingrained image of a public corporation.
USE
RS
PERS
ONALITY
SERVICES
BENEFITSESSENCE
Who are they?Which drivers and insights
leads them to SESC?
What is new, di�erentand better about it?
What are the main functional and
emotional benefits o�ered by SESC?
What kind of person would the brand be?Which attitudes, choices and habitsare consistent?
ARCHETYPESTHEORY
To define brand personalitywe applied theARCHETYPES THEORY,developed by Carl Jung.
ARCHETYPESTHEORY
archetypes ―▶ variety of personas represented in images that derive from the collective unconscious
ARCHETYPES THEORY
ARCHETYPESTHEORY
EVOLUTION
ORDER
SELF-KNOWLEDGE
COMUNITYBELONGING
INOVATION
SELF-EXPRESSION STABILITY
CHANGE
ARCHETYPES THEORY
magician
outlaw
jester
lover
everyman
caregiverruler
creator
innocent
sage
explorer
hero
GROUPBELONGING
EVOLUTION
ORDER
SELF-KNOWLEDGE
ARCHETYPESTHEORY
We interviewed about 170 SENAC’sstudents from different units in Brazil.The results leaded us to identify themain archetype incorporated in theperception of the brand.
CHALLENGESCHALLENGES
To develop a new brand with all thestrenth, contemporaneity andnecessary substance to reveal the greatness of SENAC institution.
CHALLENGES
brandwheel methodologyseeking the essence that makes the brand unique
strategy
STRATEGY
A�er applying both mothodologies, we revealed the brand essence to finallycreate a graphic tranlation of the strategythroughout the brand and all touch-points.
* The methodology’s content can be viewedin the following presentation.