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Aliança: Helping transform a leader through positioning

/ Aliança
/ motion graphics
/ graphic design
/ event branding

The challenge

As the leader in integrated logistics in Brazil, Aliança is part of the A. P. Moller-Maersk Group, the world's largest logistics integrator. In the country, through its integrated logistics, it connects with the culture, business and economy of different regions of the country by roads, railroads, rivers and sea.

When they came to us as leaders in cabotage, they brought the task of updating their branding. It was then that we realized that their leadership was not only in this mode, but that the entire organization was already adopting point-to-point multimodal transportation.

Thus, there was also the opportunity to review the positioning for the growth of the brand and the business. To this end, we developed a series of actions and tactics that would support the results of the launch in the new branding.

The method

For the brand to connect both rationally and emotionally with the Brazilian public, the visual and verbal elements became essential for building narratives, and thus the positioning emerged: from end to end. At the same time, we translated it visually “from A to A", the first and last letters of the Aliança brand.

Exclusive verbiage, photographic style and other guidelines were created to reinforce a humane and proprietary positioning, consolidating Aliança's presence in the daily life of its clients, producers and consumers.

Our objective was to bring all of them closer together regardless of physical distance, describing where Aliança operates, what makes it stand out, and the concept of connection. It is a continuous work of education with its market that consists of explaining how the company works and results in increased sales as integrated logistics.

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