1. Branding for SENAC

2. project goal To redesign the brand developing a representation that reects the essence of what Senac truly provides to the public.

3. context / environment

4. Senac is one of the tops teaching institutions in Brazil, with 49 units spread countrywide and more than 2000 enrolled students. Its dierential is preparing students for working on enterprises and launch their career as soon as they nish the courses and this thrive factor mustINDUSTRY be shown in its new identity.

5. The institution principles are based on diversity and exibility concepts, providing a place where the students can explore their own ideas and contributing to their personal and professional development.INSTITUTION

6. challenges

7. before brand

8. before brand national scenario NACIONAL RJ SP RS VERSO COMEMORATIVA

9. The before graphic scenario was quite variedsince Senac used to communicate throughdierent brands across Brazil.Thus the design challenge was to create a nationalbrand to be federally endorsed, eeing from theingrained image of a public corporation.

10. USERS What is new, different and better about it? Who are they? Which drivers and insightsleads them to SESC? SERVICES ESSENCE BENEFITS What kind of person What are the main would the brand be? PERSONALITY functional and Which attitudes, emotional benets choices and habits offered by SESC? are consistent?

11. To dene brand personalitywe applied theARCHETYPES THEORY, Adeveloped by Carl Jung.

12. archetypes variety of personas represented in images that derive from the collective unconsciousARCHETYPES

13. ARCHETYPES THEORY EVOLUTION INOVATION CHANGE SELF- COMUNITYS KNOWLEDGE BELONGING SELF- STABILITY EXPRESSION ORDER

14. ARCHETYPES THEORY EVOLUTION hero magician explorer outlaw sage jester SELF- GROUPKNOWLEDGE BELONGING lover innocent everyman creator ruler caregiver ORDER

15. We interviewed about 170 SENACs students from dierent units in Brazil. The results leaded us to identify the main archetype incorporated in the perception of the brand.ARCHETYPES

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

17. brandwheel methodologyseeking the essence that makes the brand unique

18. strategy

19. After applying both mothodologies, werevealed the brand essence to nallycreate a graphic tranlation of the strategythroughout the brand and all touch-points.* The methodologys content can be viewedin the following presentation.STRATEGY