Two brands, one purpose: be the next step partner
Inspired by a brand that for 70 years has paved the way for the achievements of its customers, employees and partners, we recovered the purpose that moved the company from the beginning: be the next step partner. Strongly focused on customers, we the values were structured to make what was already part of the culture a ritual, using a lexicon that is very present in everyday expressions: Open paths, Evolve together, Generate value, Esteem ethics.
We also understood that, with a broad portfolio, a company that speaks to different audiences (customers, resellers and stakeholders) needed to differentiate its corporate and retail brands, for a greater synergy with each audience.
A corporate brand partner in business
To reinforce the credibility of a corporate brand whose businesses impact millions of people, we created a brand expression that transmits credibility, with the contemporary touch of a company that constantly updates itself.
Rodobens S/A's design was modeled to further strengthen relationships with all stakeholders. We updated the iconic green color of the company with the support of secondary colors that inspire lightness, and used the circle as a symbol of cycles and achievements, resulting in an identity that conveys proximity and fluidity.
The element is the central form of the identity, bringing dynamics to the compositions and creating effects of movement and approximation that help reinforce an ever-present brand. With the new, lighter tones that oppose the sobriety of the dark green, the company reinforces its original pillars, but opens the way to a new chapter, reducing distances.
The close and reliable verbal universe supplements the expressions of a brand that is always on people's side.
From a company that offers financial services to being the partner for the next step.
A brand that is a partner in life achievements
To make a tangible brand that impacts millions of people and helps them achieve their life projects, we created a more contemporary and vibrant expression aimed at retail, translating our willingness to accompany and recognize people's dreams.
The design of Rodobens brand was modeled to convey much more ease and connectivity with our customers on a daily basis. Vibrant colors updated the green that was iconic for the company, supported by striking secondary colors and rounded shapes, resulting in an identity that conveys proximity and process agility. Creating a connection with the corporate brand, the circle is also present as the central shape of the identity, bringing dynamics to the compositions and creating effects of movement, approach, prominence and projection.
The close, uncomplicated, and agile verbal universe supplements the expressions from a contemporary and digital retail language that conveys dynamism and energy without being appealing. The messages accompany the clients' movements, give voice to their dreams and facilitate their life projects.
Our crossing comes to life from the inside out
With the company's next steps defined, we promoted an Internal Engagement Program to give life to the new Culture and Brand. Thus, we suggested carrying out a “crossing” to lead the turnaround of the Rodobens brand, as well as cultural and business transformation at all levels.
The Travessia Project took place for a few months, with communication and engagement actions, having been responsible for inspiring from the inside out, making the culture also impact our customers, through employees and their everyday attitudes.