ACCOUNTANT
office supplies
Client: Accountant - Office Supplies
Founded in: 1983
Segment: Supplies for various areas of the office such as stationery, IT, pantry, cleaning and accessories
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WHAT HAVE WE DONE:
communication positioning, based on the strategic branding project
slogan
brand manifest
communication tone
logo and branding
institutional trousseau
fleet
uniforms
storefront
stationery shop
packaging
look of private label products
communication campaigns
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From "stationery and computing" to "Office Supplies"
Provide office supplies with agility and convenience, so that customers are exclusively dedicated to their business. This is the institutional mission of the Accountant, which for 35 years has participated in the life of companies in the most diverse segments with a complete line of products needed for daily work. In these three decades, it grew and followed the evolution of the market to increasingly simplify customer service.
Today, it is a superstructure , headquartered in Curitiba, which has a 6,500m² distribution center, 230 employees and more than 8,000 items in stock, in addition to four stores, one in Joinville, several sales and delivery channels throughout the Brazil.
“In 2016, we underwent a consultancy so that we could expand the Accountant's business vision. During this process, we identified the need to update our visual identity. So, we found Yup. The brand's first presentation, full of expectations and fears, surpassed everything we had imagined . The new image of the Accountant was born through the dedication and empathy of this team! And, from then on, this harmony only got stronger, making the development of the communication process much more assertive. It brought more visibility to the brand and made it possible to express who we are and how we work to exceed our customers' expectations. That simple!"
Daniel Altrão | accountant
BEFORE
LATER
POSITIONING
THE MATERIALIZATION OF BRANDING
This project was developed in partnership with Valente Branding, which developed the entire study and strategy in the branding project, Yup was responsible for materializing the new positioning in design and communication format. The signature "stationery and IT" was replaced by "office supplies", which represents the company's current situation.
NEW SLOGAN
THAT SIMPLE
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The old slogan "Everything for the office" has been updated to represent the company's current mission and vision. The Accountant is focused on being an important support for companies, simplifying the entire process of checking and purchasing supplies for the office.
VISUAL IDENTITY
THE SAME AS EVER, ONLY THAT BETTER
The new visual identity aims to represent the new phase of a company that is constantly being updated, following the evolution of the market, while respecting its tradition and 35-year history. For this, the solution created by Yup kept links with the original formatting and the same color palette. A classic and contemporary typography set the tone we were looking for, updating and maintaining tradition. The "C" became a key symbol, in support of the visual identity.
MANIFEST
THIS IS OUR FLAG!
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The essence of the brand is represented in the manifest text, which tells a little of the Golden Circle, defined in the branding project, intoned by the new communication tone.
ALL NEW
A COMPANY OF THE FUTURE
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The brand's materializations were conceived based on positioning, having as a premise talking to the current target audience and desired audience, identified in the branding project. The Accountant has always been ahead, anticipating and following the office's needs. It currently has a strong presence in digital channels and is increasingly specializing in services on digital platforms.
BRAND STRENGTHENING CAMPAIGN
HELLO WE ARE THE ACCOUNTANT
CAMPAIGN
The brand's launch campaign had as its main objective to value the company's history. Surveys reported that many consumers only knew the physical stores, having a low perception of the brand's history and dimension.
strategy
Telling the story from the point of view of the entrepreneur or manager of the office, who benefits most from the services offered by the company. Through the products that were part of this history, which were once innovative and were marketed by the Accountant. Products that many did not get to know, or that bring a nostalgic memory, offering an emotional appeal to the campaign.
relevant content
Endorsed and created by one of the main vehicles in the state - Gazeta do Povo - a Branded Content was developed, that is, journalistic content published on the newspaper's online portal, to complement the campaign. After surveys carried out by the Gazeta team, the article brings a technological timeline of the last 35 years, market trends and the history of the Accountant.
campaign objective
Remind or present to the public
the story of the Accountant.
channels
External media (outdoor), social media, programmatic media, printed newspaper, branded content , hotsite , video (YouTube).
results
In addition to the campaign video having been seen more than 50,000 times, shared and commented on by the public on social networks, over the course of a few months of dissemination and positioning strategies, the Contabilista brand began to be in evidence in the market. It is already possible to notice the identification of the public in relation to this new phase. This, for a positioning project, is the main thing. The new brand is already recognized by the consumer and its concepts are being absorbed.
Mission accomplished so far and the path trodden for this brand that still has a lot of history to draw!