MARIA OCCARINA case studies

# New Brand Language for Natura 2011 ���

# Urband-aids 2012���

# Brand Strategy Plan for Natura 2012

case studies

PROBLEM: How could a brand language help it bringing people together again?

SOLUTION: Looking back to the brands essence, for what were the most meaningful ideas and concepts throughout its history: the passion for beauty and for relationships. It was clear then, that this project needed to create a language that not only was beautiful, but a that belonged to everybody. The only way to build a brand language for everybody, was giving voice to everybody. They were not only a big source of inspiration but part of the project team: we invited partners, consultants, employees and consumers to create with us.

CONTEXT: With a philosophical and yet engaging essence, deeply committed to sustainability, Natura is one of the most beloved brands of Brazil. Specially in the past few years, the company has grown in amazing rates, reaching the impressive mark of over 1 million consultants and over 6 thousand employees, only in Brazil. But with such development, the organization grew almost too fast and the brand that once was like a close friend, was becoming more and more serious and distant.

New Brand Language for Natura A co-created brand language: The journey to the new language was our most precious treasure.

RESULTS: The result was a brand language based on the “Amateur”: the word “Amador” in Portuguese means at the same time “amateur” and lover. We believe that everything that is made with love is better. The brand language guidelines should, rather than being complicated and challenging for all the brand users, work as a useful and above all, fun tool. Helping each one that is in touch with it to have a better, more pleasant and effective experience with Natura.

IMPACT: More than inspiring employees, partners and the channel with new guidelines that would help them on the aesthetics, we actually found a new operating model that could be applied in any daily activity, based on co creation and love, we could give everybody a chance to express themselves adding value and energy for the whole system.

New Brand Language for Natura A co-created brand language: The journey to the new language was our most precious treasure.

OUTCOMES

BEM-VINDO

New Website Layout

Launching for the consultants

Visual Identity for the Inspiration Week

Invitation for launching event

New Brand Language for Natura

Brand Strategy Plan for Natura Beyond business, through business.

CONTEXT: Although Natura is a brand driven organization, there are still some gaps between the brand strategy and the business strategy causing relevant losses for both of them.

PROBLEM: Each year, the strategic planning team develops, launches and disseminates a new plan for the company for the next couple of years. But although it is quite an important material. It was not inspiring. Is it possible to lead a company towards innovation without inspiration?

The idea then was to make a partnership with strategic planning to develop a new strategy planning model for the company. A system that could be both effective and interesting. But, what is the best way to engage businessman to brand issues?

SOLUTION: -Inspiring: the brand contents can’t only be a mandatory item on the planning list, but instead, they must be interesting and relevant enough to be important. - Involving people throughout the process, doing together.

Excerpts from the Brand Zeitgeist Report

RESULTS: A new model for the strategic planning: The brand zeitgeist report was the staring point to map the new possible emerging values to fight alienations. Inspired by this content (called PEMA) the whole company was then invited for a moment to get inspired by these values ahs discuss what were Natura’s biggest challenges then, on a big event called Inspiration Week. The strategic plan was then wrote as the result of those discussions.

IMPACT: Besides having simpler and yet more relevant guidelines for Natura, we had the chance of, not only of giving an amazing scale for the brand zeitgeist report, experiencing in a way, some of the values we proposed at it such as shared value, caring and awakening for a new social paradigm.

Inspiration Week visual identity Inspiration Week audience

Brand Strategy Plan for Natura Beyond business, through business.

Urband-aids

CONTEXT: Brazil is a wonderful place to live, with a dazzling nature, friendly people and amazing cities. But with a lot of social problems too, and out cities reflect them right away.

So, what if instead of only complaining, we could actually do something to help our city? Maybe starting from the sidewalks?

PROBLEM: Sidewalks have been quite damaged, and besides not looking good, they are actually pretty dangerous. In 2011 they were responsible for over 100 thousand accidents in Sao Paulo.

But they are there for everybody. Everybody at some point of the day walk by them. Regardless of the transportation used, sidewalks are a path everyone passes by. And which everybody is responsible for. Property owners and renters must keep them in good conditions, Public representatives must supervise them, And all citizens must help supervising and demanding for safer sidewalks.

For a bruised city, colored band-aids!

SOLUTION: Homemade colored foam plasters put by the sidewalks at night, and a Facebook fan page with a statement about the movement were our vehicles to tell a greater story: Inviting people to look differently to the place they live and also to call the attention for their role as change makers.

RESULTS: And they got really popular: within a month there were over 2 thousand “likes” on the Facebook page. People in several places not only in Brazil, but Italy and even in Denmark*, have been organizing their own Urband-aid actions and they were headline in some of the most important news of Brazil, bringing this issue as a current topic for serious discussions.

IMPACT: In January/2013 MIS (national Museum of Image and Sound) is organizing an exhibition about the Urband-aids, inviting several urban artists to customize some “band-aids”.

The next step is giving scale the movement, turning it into a public tool. In partnership with the Sao Paulo state office for public development and local communities the plan is to develop an “app” to map the most damaged zones of the cities and invite the community to create significant impact on those neighborhoods.

*I held a lecture in Copenhagen on October about the movement on an event for social entrepreneurs called “VI”.

http://www.youtube.com/watch?v=qKMc1awg5vk&feature=plcp

http://www.facebook.com/curativosurbanos

Urband-aids For a bruised city, colored band-aids!

Urband-aids OUTCOMES

Headline in the media

Tutorial

Before / after sidewalks fixed

Facebook Fan Page

Urband-aid Rome, Italy Urband-aid Assis

Urband-aid Rio de Janeiro Urband-aid Porto Alegre

maria occarina Tel: +55 119 81508849

www.transformaria.blogspot.com.br Rua 13 de maio, 1838 apto 51 – São Paulo SP

Brazil - CEP 01327 002

maria occarina