Futurebrand: FUTUREBRAND SÃO PAULO 10 YEARS - A VISION FORWARD

Credits & Description:

Advertiser: FUTUREBRAND
Agency: FUTUREBRAND Sao Paulo
Category: Fast Moving Consumer Goods
Author: Marcelo Rezende
: Futurebrand Team

Brief Explanation
The project set out to be “a book that was not a book” and the main challenge was to create a product that didn't resemble usual commemoratives book – containing stories about the company, history of its activities and projects. Nor was it meant to be a technical work on branding with specialist terms and references. The idea was to portray in a non-linear way how people and brands have established different forms of dialogue in recent years, particularly in Brazil, a country where there has been great reconfigurations of the consumer public in terms of size, demands and expectations.

Outcome
By presenting the beginning of this century from the point of view of people who work with brands and consumers, “Do presente pra frente” gave an overview of the different meanings of branding in contemporary society, along with a map of some opportunities for the future.

Implementation
The book presents a remarkable view of some of the projects undertaken by FutureBrand São Paulo with large domestic and global players and illustrates significant aspects of the relationship between brands and consumers. A number of graphic resources are used, such as infographics, interferences etc., freedom in the layout of some texts, use of amusing icons and strong contrasting colors. These are found throughout the book and convey a happy contemporary feeling to the content that was proposed.

Client Brief Or Objective
“Do presente pra frente” originated from the idea of creating a book to commemorate FutureBrand´s 10 years in Brazil, highlighting the relationship between brands and people.