A brand that impacts society

To give a relevant meaning to the business and engage employees, we rescued the most essential aspects of Suzano. We reframed the always present motto of the company since its inception. But it needed to be articulated, consciously applied and communicated within a common semantic universe to inspire and guide people on the path of sustainable growth.

Throughout the process, we carried out an in-depth study of the brand, its culture and the challenges that permeated the business, understanding the behaviors and perceptions of employees. Thus, we revealed the new purpose, that started to be communicated in an integrated and consistent way.

Once the purpose was revealed, it was possible to reframe the value of the work done and connect employees to the benefits generated from it. By making clear the impact that pulp can have on people's lives and how this material can be transformed into consumer goods, people's internal engagement increased significantly.

The merger between Suzano and Fibria, executed in 2018 and completed in 2019, gave rise to the largest sustainable innovation company in the world. Faced with this challenge, the new company saw the need to understand the perceptions, expectations and needs of its employees, for purposes of keeping everyone motivated and supported during the transition process and its consequent uncertainties.

We plunged into a deep and qualitative study of the company, the moment of transformation experienced, and its employees. Based on the findings and using the iN Change Management methodology, we designed the strategy of an engagement program and monitored its entire implementation.

During the transition process, we carried out conversations, transparent communications and engaging actions to make the moment lighter, more peaceful, thus avoiding negative impacts on the environment and on Suzano's results.

With the challenge of integrating employees from both companies and repositioning the brand as a reference in innovation and sustainability, Suzano challenged us to redefine its identity. To mark this new moment, we developed a flexible visual identity with a new logo, graphics, illustrations, icons, photographic guidelines and typographic family, in addition to a new tone of voice.

The combination of human and industrial aspects permeated the entire identity, translating the strong and gentle character that marks the company's history. We coordinated the brand changeover process with all Suzano agencies, with the aim of ensuring consistency.

Our design team chose to develop an exclusive typographic family for Suzano's new identity. In addition to bringing more property to the brand's visual universe, the decision also took into account the high cost of acquiring a typeface for global use that would be used by more than 30.000 employees.

In partnership with a studio, we created Suzano Sans, the brand's institutional typeface. It was designed to be readable without appearing impersonal or cold. Its features combine organic and delicate curves with firm and precise straight lines, subtly reflecting the strong and gentle spirit of the brand.

A series of exclusive illustrations was created to lighten the identity. The composition of the drawings brought a great diversity of colors, people and elements to represent different moments, people and cultures where the brand is inserted.

“After all the experiences we've had, I recommend iN for its competence, the commitment of its team (very qualified) and the excellent quality of its deliveries, always integrating deep immersion, necessary reflections, and action plans that work in practice. We carried out diagnoses, surveys, engagement plans, action plans, development programs, communication plans, and purpose definition and implementation. All these works were developed in highly complex contexts, with multidisciplinary teams and in a collaborative way, involving different stakeholders.”

Julia Fernandes

Suzano People Officer