Explore Eixo Federal's innovative branding and visual identity transformation by Studio Imane. A blend of creativity and strategy.
In the dynamic world of branding, striking the right chord with your audience is crucial. Studio Imane's recent undertaking with Eixo Federal stands as a testament to this principle. When SERVI approached the studio in 2022, it was clear that a mere website update wouldn't suffice. What unfolded was a complete rebranding journey, culminating in the birth of "Federal Axis."
The challenges faced were multifaceted. Firstly, SERVI's original name was not registrable, sparking the need for a fresh, legally sound identity. The studio's solution was both ingenious and authentic, resonating with the company's core values. But it wasn't just about a new name. A visual overhaul followed, introducing the capybara mascot, CAPI, embodying a unique blend of friendliness and professionalism.
The transformation journey of Eixo Federal involved careful planning and strategic execution. The introduction of CAPI required a delicate balance – it needed to be approachable yet uphold the brand's gravitas. Achieving this equilibrium was no small feat. Studio Imane's approach was comprehensive, developing a visual and verbal identity manual that ensured uniformity in all brand interactions and communications. This meticulous attention to detail was crucial in maintaining the brand's integrity across various platforms.
The highlight of this rebranding venture was the online launch event in September 2023. It wasn't just a visual reveal; it was a celebration of overcoming the hurdles that Eixo Federal faced in its transformation journey. This event marked a new chapter for the brand, one that was characterized by innovation, coherence, and a deep understanding of its audience.
Behind this successful transformation were the creative minds at Studio Imane, led by Rafael Dias. The team, including Marah Oliveira in naming, and the artistic direction of Thiago Vorati, played pivotal roles in redefining Eixo Federal's identity. Their collective efforts have not only revamped a brand but also set a new benchmark in the realm of branding and visual identity.
For more insights into this project, visit Studio Imane's website at imane.com.br.
Branding and visual identity artifacts
Credits
- Design Studio: Studio Imane
- Creative Director: Rafael Dias
- Naming: Marah Oliveira
- Copyright: Ulisses Dias, Gedeon Ferreira e Patrícia Pavoni
- Q&A: Érika Martins
- Visual Identity and art direction: Thiago Vorati
