Company:

UPL Brazil

UPL is a key player in the global food supply chain, ensuring agricultural productivity and sustainability.

Project:

Café & Prosa | Meetings with the CEO

It is an event that brings together top-performing employees, providing a space to share their projects and aspirations directly with the CEO. This event allows the CEO to go beyond reports, fostering direct engagement across all levels of the company.

Outcome:

Logotype and Visual Identity

Challenge

The most challenging problem of a large company is to get the board of directors in touch with the reality of all levels of the company, only then will the strategy be effective. For this, the CEO must access all areas of the business and must go beyond reports and indicators. Talking to people as openly as possible is much more efficient but you need to create an environment conducive to this exchange.

Objectives

Our goal is to craft a visual identity that embodies the spirit of recognition and connection, making these meetings a memorable and engaging experience.

Foster Connection

Bridge the gap between leadership and employees through meaningful interactions that dissolve hierarchical barriers.

Reflect Informality

Ensure the event’s visual identity conveys a casual and relaxed atmosphere.

Highlight Recognition

Emphasize the award aspect of the meeting, celebrating employees who excel in their roles.

Setting the Mood

Friendly

Participants should feel that the CEO is accessible and relatable, breaking down hierarchical barriers.

Cozy

Participants should experience comfortable and at ease, as if they are among friends in a welcoming environment.

Celebrative

Participants should feel valued and appreciated, with an atmosphere that highlights achievements and shared successes.

Main Concepts

Friendly = "Prosa"

Is a Brazilian Portuguese slang derived from the word "prose," signifying casual conversation, especially prevalent in rural areas and small towns. In these regions, "prosa" captures the essence of friendliness and informality.

Cozy = Coffee

A global favorite, holds immense cultural and agricultural importance, with Brazil as a key producer. In Brazil, sharing a coffee is a cherished tradition and casual way to connect.

Celebrative = Cheers!

Raising a glass in recognition is a powerful way to validate someone's achievements. Whether it is a personal milestone or a professional accomplishment, a toast adds a touch of ceremony and celebration.

Final Design

Now, with the feelings and concepts defined, it is time to come up with a solution that closes the gap between challenge and final design.
Responsive Autoplay Video

Drafts &
Final Decision

font family

Noto Sans

Yellow
HEX FFD149
CMYK 0 17 82 0
Dark Brown
HEX 3B2517
CMYK 53 69 78 69
Red
HEX E93125
CMYK 2 95 98 0
Light Grey
HEX D2D1D3
CMYK 17 13 12 0
Brown
HEX 8A5F3C
CMYK 36 59 81 24
Dark Red
HEX CE222D
CMYK 13 100 93 3

Application

Finally, after making all the creative decisions and crafting the necessary graphic elements, it’s time to bring the project to life with its final applications.

Resources

Get to know more about this project.
UPL Website
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