Client
Interbrand São Paulo - Best Brazilian Brands 22/23
What is the Best Brazilian Brands?
Since 1988, the Interbrand Best Brazilian Brands ranking has carried out an in-depth analysis of the financial and strategic factors of the most memorable brands in the country. As companies seek to build true connections with people, they reflect the culture and often influence it, becoming part of the mosaic of signs that make up Brazilian identity.
The challenge
How to represent the 25 most valuable Brazilian brands in coexistence with our culture and the universe of each business? With the eyes of 4 women (2 illustrators, and 2 designers), packages of illustrations were created for each of the brands, mixing 3 different styles: manual illustration with oil pastel; digital illustration inspired by the Cordel tradition, photography and illustrations created with AI. We propose a look at diversity and into the future, representing the different layers and mixtures that translate into Brazil. Rather than reducing a complex whole to a single form of representation, it was decided to embrace plurality. A project that is diverse not only in its content but also in the way it is produced.
Illustrations from Bruna Kater
Illustrations from Julia Navarro
Results
With a reach 190% greater than the previous year in terms of downloads, twice as many articles published in the media, a 458% increase in interactions, and 352% in the number of LinkedIn followers, the ranking was considered the most successful in its entire history.
Credits
Creative Direction: Gil Bottari e Leandro Strobel
Strategic Direction: Laura Garcia, Elaine Baio, Rodrigo Marques
Creative Coordination: Laila Rotter e Thais Navarro
Project Coordination/Communication: Victoria Paiva
Concept+Design: Thais Navarro e Camila Lustosa
Illustrations: Bruna Kater e Julia Navarro
Motion Design: Patricia Sary