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Brand and Campaign iuesg | Itaú - 2023
Category Project
Branding; Positive Impact; Accessibility
Date
2023
My Activities
• Project Management
• Team Leadership
• Brand Strategy
• Creative Direction
• Art Direction
• Client Management
Client
Jurídico - Itaú for NTT DATA
Branding | Positive Impact | ESG | Accessibility
Itaú needed to reinforce, attract and engage its employees in the Sustainability area to use the new ESG concepts tool, proposed by NTT DATA.
We were invited to develop a complete new brand: from strategy to the verbal and visual universe.
The main challenge was to make this new brand an emphatic representation of the essence of the tool, that is, a brand that expressed the main concept of integration, information or people.
We created the IUESG brand, inclusive and accessible to all audiences. Its composition was created based on semiotic studies and tested using an accessibility tool, which suggests the ideal colors and shapes for those who are visually impaired. In this way, the colors, typography, iconography, layout and all graphic elements that make up the brand were created based on accessibility. Furthermore, thinking about the hearing impaired public, the brand is also sound: IUESG has the sound that represents "insight", as the tool enhances the bank's opportunities.
The project reached +2500 employees and brought more than +35 improvements to the areas involved.
