Branding for SENAC

project goal

To redesign the brand developing a representation that reflects the essenceof what Senac truly provides to the public.

context / environment

INDUSTRYSETTING

Senac is one of the tops teaching institutions in Brazil, with 49 units spread countrywide and morethan 2000 enrolled students.

Its differential is preparing students for workingon enterprises and launch their career as soon asthey finish the courses – and this thrive factor mustbe shown in its new identity.

INSTITUTIONPURPOSE

The institution principles are based ondiversity and flexibility concepts, providinga place where the students can explore theirown ideas and contributing to their personaland professional development.

challenges

‘before’ brand

‘before’ brand national scenario

NACIONAL RJ SP

RS VERSÃO COMEMORATIVA

CHALLENGES

The ‘before’ graphic scenario was quite variedsince Senac used to communicate throughdifferent brands across Brazil.

Thus the design challenge was to create a nationalbrand to be federally endorsed, fleeing from theingrained image of a public corporation.

USE

RS

PERS

ONALITY

SERVICES

BENEFITSESSENCE

Who are they?Which drivers and insights

leads them to SESC?

What is new, di�erentand better about it?

What are the main functional and

emotional benefits o�ered by SESC?

What kind of person would the brand be?Which attitudes, choices and habitsare consistent?

ARCHETYPESTHEORY

To define brand personalitywe applied theARCHETYPES THEORY,developed by Carl Jung.

ARCHETYPESTHEORY

archetypes ―▶ variety of personas represented in images that derive from the collective unconscious

ARCHETYPES THEORY

ARCHETYPESTHEORY

EVOLUTION

ORDER

SELF-KNOWLEDGE

COMUNITYBELONGING

INOVATION

SELF-EXPRESSION STABILITY

CHANGE

ARCHETYPES THEORY

magician

outlaw

jester

lover

everyman

caregiverruler

creator

innocent

sage

explorer

hero

GROUPBELONGING

EVOLUTION

ORDER

SELF-KNOWLEDGE

ARCHETYPESTHEORY

We interviewed about 170 SENAC’sstudents from different units in Brazil.The results leaded us to identify themain archetype incorporated in theperception of the brand.

CHALLENGESCHALLENGES

To develop a new brand with all thestrenth, contemporaneity andnecessary substance to reveal the greatness of SENAC institution.

CHALLENGES

brandwheel methodologyseeking the essence that makes the brand unique

strategy

STRATEGY

A�er applying both mothodologies, we revealed the brand essence to finallycreate a graphic tranlation of the strategythroughout the brand and all touch-points.

* The methodology’s content can be viewedin the following presentation.