Customer
Jornal de Brasília
Date
01/2017
We deliver
Branding
Responsible team
Fernanda Hakme
Renato Amaral
Nelson Coluccini
Gabriel Anderson
A great brand, a great challenge, a great solution and excellent results.
Challenge
Born in 1972, Jornal de Brasília is one of the largest and most traditional communication vehicles in the federal capital.
With a history of great coverage and important awards, JBr has been undergoing a process of modernization and reinvention, investing more and more in multiplatform content and in the portal, which today is its main communication channel. Our main challenge with the rebranding work was to update the identity of a company consolidated as a printed newspaper, repositioning the brand as a modern and contemporary content producer to win over a new generation of readers.
Solution
We created a visual identity inspired by the capital: modern, dynamic, vibrant.
In surveys carried out with employees and consumers, we understood that an important and efficient strategy would be to strengthen the brand's relationship with the city. We highlight Brasília as the central point of the new positioning and highlight the brand's genuine purpose: to work for a better city every day. To celebrate the passion for Brasilia, we developed a brand with elements that represent the essence of the city in a special way and full of personality. A modern lettermark, our beloved little square and an original iconography.
Result
The project promoted structural changes in the organization and contributed to the achievement of expressive audience and business results.
In addition to a clear and engaging positioning and a beautiful visual identity, the rebranding project of Jornal de Brasília had a fundamental contribution for the vehicle to achieve its main audience objectives. An increase of 330% in unique users and 191% in visits to the JBr portal, and 146% in the Instagram follower base were some of the results achieved.
It was the best marketing work I have participated in my life, I have no doubt. It was a spectacle.
Guilherme Lombardi
Chief Marketing Officer
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