Branding for a carrier company
Braz Móvel is a new carrier that has come to simplify the lives of small and medium internet providers. Born from the ItNet group, it offers nationwide connectivity, helping these providers become more competitive and appealing to the end consumer.
Our Goal with the Project
Create an authentic name, positioning, visual and verbal identity that is close and accessible to partners and users, while keeping the brand connected to the digital world.
Challenge summary: Beyond presenting a new brand to the public, Braz Móvel also posed the following challenge: to make the messaging resonate with both small and medium providers and with the end customers (which, for a nationwide coverage service, includes all Brazilians). Our mission was to create real value for these two groups in a unified and compelling way.
Insight and Strategy
Our strategy began by recognizing what ITTV already stood for: not a competitor of the giants, but a close, trustworthy partner for small and medium providers. This relationship is what makes possible Braz Móvel’s overarching mission: to deliver internet to territories where the big operators had little presence, and to do so with quality and competitive prices.
That mindset steered our entire creative journey: taking digital to EVERY corner of Brazil.
Naming and Verbal Identity
Beyond defining the strategy, our responsibility included developing a brand name that would embody three simultaneous pillars: proximity, lightheartedness and warmth. Something short, memorable and with great sound quality that would work equally well in casual conversation and in a service subscription contract.
Braz Móvel was born from an adaptation of “Brasil”. Simple, playful, familiar. Moreover, the sound of the final Z evokes electricity, connectivity and, taking it further, the “bzzz bzzz” of bees. A concept that directly relates to the idea of bringing internet access to the entire country.
Building on the foundation developed in our strategy, creating the verbal identity felt natural. We developed a simple, dynamic and inspiring communication that is always authentic and good-humored, yet never overdone or falling into regionalism. A communication that, together with the name and visual language, constructs the identity of Braz Móvel.
Visual Identity
The visual identity is guided primarily by two main pillars: the decorative striping on truck bodies, which along with trucks reach numerous points across Brazilian territory, and the emojis, kaomojis, and ASCII art that are very present in virtual communication. The combination of these two concepts creates an identity full of personality that connects popular expression with digital expression and that dialogues directly with its target audience, reaching into Brazil’s interior with trucks and conversing in the language of uncles and aunts on WhatsApp.
The result is a colorful, joyful, fun, and typically Brazilian visual identity that ties together all concepts, from strategy to the name.
Branding, naming and visual identity: Motora
Strategic Direction: Juliana Argollo
Strategy and writing: Luize Araújo, Juliana Argollo, Hannah Sá, Isabele Sousa
Art Direction: Juliana Argollo, Júlia Lago
Designers: Juliana Argollo, Júlia Lago, Julia Sales, Luize Araújo
Case Design: Marcel Nagaro
