Tax Group - GFBR
Estratégia. Branding. Identidade visual. Website
Strategy. Branding. Visual identity. Website
Strategy. Branding. Visual identity. Website
Date: 2019
PROBLEMA & SOLUÇÃO
O Tax Group é uma empresa que atua no mercado de créditos tributários e conta atualmente com 55 sócios, atendendo empresas renomadas de médio e grande porte no Brasil e exterior. O desafio deste projeto foi reestruturar o posicionamento de marca, frente a mudanças do mercado através uma plataforma de branding completa. Levar em conta a revolução digital iminente e a tarefa de preparar a marca para os próximos anos que virão foram os drivers centrais do briefing.
Grande parte do projeto foi questionar: o que a marca Tax Group deveria comunicar que a tornaria diferente de seus concorrentes e única para seus associados? Identificamos que o mercado tende a seguir um caminho semelhante, complexo, sisudo, sério e formal.
Grande parte do projeto foi questionar: o que a marca Tax Group deveria comunicar que a tornaria diferente de seus concorrentes e única para seus associados? Identificamos que o mercado tende a seguir um caminho semelhante, complexo, sisudo, sério e formal.
A malha tributária é complexa, repleta de dúvidas e questionamentos, por isso, observamos que ela precisaria ser extremamente objetiva, tecnológica e decisiva. O resultado foi uma estrutura de identidade verbal e visual clara, simples e ao mesmo tempo distinta, que se completa durante a jornada de conhecimento da marca.
PROBLEM & SOLUTION
Tax Group is a company that operates in the tax credit market and currently has 55 partners, serving renowned medium and large companies in Brazil and abroad. The project's challenge was to restructure the brand's positioning in face of the market changes, through a complete branding platform. The briefing main drivers were taking into account the imminent digital revolution and the task of preparing the brand for the next few years to come.
A major part of the project was asking: what should the Tax Group brand communicate that would make it different from its competitors and unique to its members? we identified that the market tends to follow a similar path, complex, serious and formal. The tax network is complex, full of doubts and questions, which is why we observed that it would have to be extremely objective, technological and decisive. The result was a clear, simple and at the same time distinct structure of verbal and visual identity, which completes itself during the journey of brand awareness.
A major part of the project was asking: what should the Tax Group brand communicate that would make it different from its competitors and unique to its members? we identified that the market tends to follow a similar path, complex, serious and formal. The tax network is complex, full of doubts and questions, which is why we observed that it would have to be extremely objective, technological and decisive. The result was a clear, simple and at the same time distinct structure of verbal and visual identity, which completes itself during the journey of brand awareness.
BLANK DESIGN STUDIO®
Creative director: Erik Marchetti
Head of art: Bruno Silveira
Designer: Nicole Viana
UX/UI: Darlan Santos
Backend Dev.: Rahel William
Copywriter: Ângelo Agusto
Motion&Video: Philip Aires, Ricardo Lapolle
Account manager: Matheus Solis
Photography: Estúdio Catafesto
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