Oz Design: OZ ESTRATÉGIA + DESIGN BRAND IDENTITY

Credits & Description:

Advertiser: OZ ESTRATÉGIA + DESIGN
Agency: OZ ESTRATÉGIA + DESIGN
Category: Household
Designer: Aline Druda Brocardo (Oz Estratégia+Design)
Design Director: André Poppovic (Oz Estratégia+Design)
Designer: Fabio Araujo Bonamico (Oz Estratégia+Design)
Design Director: Ronald Kapaz (Oz Estratégia+Design)
Designer: Ramon Anjos (Oz Estratégia+Design)
Design Director: Giovanni Vannucchi (Oz Estratégia+Design)
Client Service Executive: Ana Claudia Pupo Krieger (Oz Estratégia+Design)
Graphic Production: Stella Sayeg (Oz Estratégia+Design)

Brief Explanation
As with every major brand change, caution was needed so that our makeover would enhance the talents and values in place from our inception, while adding to the brand the expression of our understanding of the spirit of the contemporary age. An internal Branding effort also identified that we should imbue the new identity with slightly less playfulness (we had previously used the characters in “The Wizard of Oz”); a little more corporate spirit. The need to underscore the strengths and personality of the whole team was also pointed out.

Implementation
A new and arresting aesthetic vocabulary was defined to the whole identity and the three value pillars – heart, crown and light bulb – from one element: the trace. Rigorous in the brand and casual in pictograms, that trace started a new Oz: simple, economic, accurate and incomparable. A new tag, "Strategy+Design", completed the expression of the new positioning. In the meantime, the graphic architecture gave room to the experience and expression of the personality of our “wizards”: personal elements personify their signatures and multiply Oz’ new identity. We are one and we are many.

Outcome
Our business cards and signatures feature images chosen by each professional. We provided no guidelines or rules and set no restrictions: we only asked that they were images that translated the spirit of each individual. Today, when business cards are presented at meetings, clients are delighted, ask questions, become interested. It is clear that our visual invitation for people to know more about the spirit of Oz has come through in a very pleasurable manner.

Client Brief Or Objective
An ancient popular maxim, a little overused, goes “the shoemaker's son always goes barefoot.” To tackle that challenge, we decided to carry out a brand identity refinement and move forward with a project of Branding and Visual Identity Redesign to Oz Design. At the heart of that decision, was the new moment of the brand: the need to add to Design our strategic core, which still had not been fully communicated to the market. It was also necessary to draw attention to our team: multidisciplinary professionals prepared to take on complex challenges bringing together Branding, Design and the new Digital world.