While I was working at the Communications Department at DICREP (a government pawnbroking institution) a deep brand problem was identified. The institution was using several logos, names, and visual codes, revealing the absence of a defined brand strategy. This kind of practice led to an identification and positioning problem which needed to be addressed.


Considering the above scenario, taking into account the central government brand guidelines a new graphic proposal was developed. This project considered a naming strategy and a visual development with the purpose of simplify, unify, and communicate the core concepts of the institution. In this way a new visual brand identity was presented. The project considered logo and several new contact points such as: flyers, rollups, stationary, and website.

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