Case de Branding SENAC desenvolvido pela Packaging Brands.

1. Branding for SENAC

2. project goal
To redesign the brand developing a
representation that reflects 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 differential is preparing students for working
on enterprises and launch their career as soon as
they finish the courses – and this thrive factor must
INDUSTRY
be shown in its new identity.

5. The institution principles are based on
diversity and flexibility 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 VERSÃO COMEMORATIVA

9. The ‘before’ graphic scenario was quite varied
since Senac used to communicate through
different brands across Brazil.
Thus the design challenge was to create a national
brand to be federally endorsed, fleeing from the
ingrained image of a public corporation.

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

11. To define brand personality
we applied the
ARCHETYPES THEORY,
A
developed by Carl Jung.

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

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

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

15. We interviewed about 170 SENAC’s
students from different 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 the
strenth, contemporaneity and
necessary substance to reveal
the greatness of SENAC institution.

17. brandwheel
methodology
seeking the essence that makes the brand unique

18. strategy

19. After applying both mothodologies, we
revealed the brand essence to finally
create a graphic tranlation of the strategy
throughout the brand and all touch-points.
* The methodology’s content can be viewed
in the following presentation.
STRATEGY