COPEL FOUNDATION
CLIENT
Client: Copel Foundation
Founded in: 1971
Segment: Social Security and Health
WHAT HAVE WE DONE -
BRANDING AND COMMUNICATION
brand diagnosis:
business analysis
analysis market
target audience analysis
value proposition
brand platform
brand manifest
slogan adjustment
guides for communication
annual communication plan
The Copel Foundation was created to meet the Copel employees and currently, in addition to Copel, it has other 8 companies using its services and more than 40,000 lives under its care. He is a specialist in the administration of financial resources and the health of beneficiaries.
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THE CARE OF LIFE
OF PEOPLE:
After 45 years of history, the essence of the brand is still present in everything it does, but it is not always perceived in this way. Yup's challenge was to bring surfaced and make tangible in communication, which in fact represents the Fundação Copel brand.
"Specialist in taking care of people's most precious assets: their health, their resources to guarantee the future and
YOUR FAMILY."
THE PROJECT
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To compose the diagnosis of the brand, we spoke with the entire chain of people who are involved with the company, from the presidency to beneficiaries.
The conclusion was clear:
The feeling of protection that people have in relation to Copel Foundation, which goes far beyond a pension plan or a health plan in people’s lives, it is a true MOTHER, who cares, welcomes, cares.
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From there, it was possible to align the brand's positioning. And with that the speech and tone of communication for each of the related audiences. In addition to creating communication guides, bringing more efficiency to each piece, campaign and even simple internal communications.
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In this way, all communication becomes standardized and aligned with the essence of the brand.
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MANIFEST ​
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The manifesto consolidates the new position. Watch the video and then learn a little about the project:
MAPPING TARGET AUDIENCES​ - A PERSONALIZED COMMUNICATION
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An entity with many audiences!
Each one with its own needs and with different relationships with the brand. Understanding this universe allows communication to be efficient at all times, after all, a brand that is such a "big mom" needs to understand the needs and talk to each one, without losing its personality.
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COMMUNICATION PLAN - INSPIRATION BY AUDIENCE:
UNIQUE POSITIONING, DYNAMIC BRAND LANGUAGE.
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The slogan already translated the Copel Foundation very well. "Live better, live longer" because that's exactly what the institution's performance agenda.
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A small change in language turned the slogan into an "advice", making the speech more personal, approaching and opening a channel for dialogue.
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But what does "Living Better" mean? For each situation, an answer. That's why the slogan became VIVO, it is always present in communication, adapting to the message of the piece and the related public.
VISUAL IDENTITY
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The brand is present in every communication, the "arrow" that represents the flow of the service: from the Foundation to Copel, it came to life and is always remembered as a graphic element present in the pieces:
