[PT]
Destrava
Estratégia, tom de voz e linguagem visual
Através de ferramentas de team building, a marca "destrava" equipes por meio de empatia, gamificação e bom humor, resultando em ambientes de trabalho mais produtivos. Para escalar comercialmente e diferenciar-se da concorrência, a Destrava precisava encontrar mais clareza em sua proposta de valor. Além disso, precisava equilibrar o tom divertido de seus serviços com o impacto transformador que eles propunham. Para isso, o time de design imergiu em pesquisas de mercado e de usuários, trazendo de volta um novo posicionamento, uma nova personalidade, um propósito ousado e uma tagline que colocou a marca no flow. O resultado do projeto auxiliou soltar a comunicação da empresa, que agora se comunica com a clareza necessária para transformar a segunda-feira no melhor dia da semana.
[EN]
Destrava
Strategy, tone of voice and visual identity
Destrava is a brand that operates in the corporate market offering training to increase the productivity and capabilities of teams. The word "destrava" means unlock, and through team building tools, the brand literally unlocks teams with their methodology - which includes empathy, gamification, and good humor -, resulting in more productive work environments.
Destrava is a brand that operates in the corporate market offering training to increase the productivity and capabilities of teams. The word "destrava" means unlock, and through team building tools, the brand literally unlocks teams with their methodology - which includes empathy, gamification, and good humor -, resulting in more productive work environments.
To scale commercially and differentiate itself from the competition, Destrava needed to find more clarity in its value proposition. In addition, it needed to balance the fun tone of its services with the transformative impact they proposed. To do this, the design team immersed itself in market and user research, bringing back a new positioning, a new personality, a bold purpose, and a tagline that put the brand in the flow. The result of the project helped loosen up the company's communication, which now communicates with the clarity needed to turn Monday into the best day of the week.
