ABOUT ME
RESUME
cASE STUdiES
fernanda
PlAnning
BRAnding
amarante

change the perception of a product.
Make people think more and more about an idea.
transform the unexpected into solutions.
drive people’s thoughts into something amazing.
surprise the target audience with innovation and beauty.
Multiply the client’s budget and, as so, multiply creativity.
activate relationships between brands and people.
turn brands into competitive differentials.
transform brands into memories through emotions.
> in Planning, tHere are so many imPortant tHings...
it’s Hard to define wHat’s tHe most imPortant tHing aBout it!
mayBe... everytHing!

tHis is Belo Horizonte during tHe day! ok, ok,
too mucH from Brazil, But it’s nice to sHow you
wHere i was Born!
some cool
case studies!

BrasilTelecom Brandcell industry: telecommunications | www.brasiltelecom.com.br
diagnosis Challenge graphic and text standards were
restructured to give direction to the
the brasil telecom brand wasn’t being seen reversing the situation of the various
communication at the point of sale, so
according to its expected value. the public touchpoints between the brand and the
it could be replicated to other brand
could not understand the real value of the target, aligning them in a consistent and
points of contact (advertising, events,
brand through its touchpoints at the point of based position at the point of sale.
etc.). these patterns are in brandcell
sale, rejecting communication messages.
SoluTIon: SenSorIal rebrandIng (brandbook composed of brandstrategy and
the brand didn’t present a consistent format branddesign).
sensory audits were performed in order
from a sensorial point of view, working only
to identify the existing touchpoints and reSulTS
touchpoints explored by its competitors, not
the potential ones. sensory arrays were
becoming very effective. it didn’t contribute alignment of communication at the point of
prepared to guide the project.
to the brand’s differentiation and, even more sale, based on items of public perception
serious than that, destroyed whatever little the touchpoints have been rebuilt according related to the brand.
brand identity existed. to the new brand positioning of brasil
implementation of campaigns at point of
telecom, and applied in all fronts, with their
sale during the second half of 2008, with
stakeholders.
previewed deadline for the middle of 2009, in
which the integration process is completed.

alecred Brandcell industry: financial services | www.alecred.com.br
diagnosis SoluTIon: developIng a brand reSulTS
STraTegy
alecred is the financial products and implementation of 5 pilot shops in a period
services arm of alesat company (a brazilian the original scope of the project was the of 3 months since the beginning of the
fuel brand). the new company comes to development of the visual identity of the project.
market with brand and communication brand alecred. torchetti, with its expertise
within the brandcell methodology developed in brand strategy, expanded the proposal to
by torchetti. all other available touchpoints, working in
brand strategic development, through store
Challenge
design, planning of campaigns, development
building a consistent brand identity for of retail material to point of sale, segmented
alecred, aligning it with all the touchpoints material (b2b, b2c) and promotional
between the brand and its audience. activities (launching and sustaining).

Brand reposiTioning – Fundação unimed industry: health care | www.fundacaounimed.com.br
diagnosis SoluTIon: brand poSITIonIng promotional action - launch of new
ConCepTIon positioning
fundação unimed, with 10 years of history,
needed to align its market position (related Within the company’s three areas of to launch the new positioning, a booth was
to the brandcenter unimed brazil) to the focus (social responsibility, Management created at the national unimed convention,
perception of its stakeholders. its position assistance and corporate education), there with a promotional activity that promoted
was in constant change, each year being is, in common, the generation of knowledge. the interaction of public with the brand,
reviewed in perennial concepts. in all concepts previously explored for bringing forth the knowledge element at all
fundação unimed, knowledge’s always times.
Challenge
being present without taking ahead of the to give support, institutional campaigns
consolidate a consistent and lasting brand communication strategy. were developed. those campaigns launch
positioning, strengthening it with the
thus, the positioning “Knowledge to go and support the positioning, and provide
organization activities.
further” was regarded in order to align all a relationship between the brand and all
points of contact between the brand and the stakeholders.
idea of generating content.

producT launching – ale masTer card industry: credit card & gas distribution | www.ale.com.br
diagnosis ale card was designed in a way to stand out SoluTIon: adverTISIng CampaIgn
from the other average credit cards, offered
ale combustíveis, a consumer oil the key point of the campaign was the
by all the fuel brands. that product begins
distributor, launches its Master card credit creation of a communication language that
its life cycle with an unseen differential
card, in a partnership with unibanco (the 3rd integrates all kinds of benefits.
against its competitors. it is able to link the
biggest bank in brazil). the credit card has
Master card brand’s strength to unibanco’s to launch the product, a design project for
an unique differential: the consumer gains
expertise. additional benefits are gained the entire concept was developed. a line
minutes in cell phone conversations (with
through the reward strategy, which uses the of communication was built in a way to
claro) by using ale card.
credit card to earn cell phone credits. present characters in communication that
Challenge could be closer to the target, turning into
develop the graphic project for ale a competitive advantage for the credit card
credit card, and launch the product, (gain of minutes in cell phone), tangible to
communicating its differentials in an the final consumer.
effective way in the point of sale.

FiaT – inTern markeTing evenT To Technical assisTance industry: automobile industry | www.fiat.com.br
diagnosis SoluTIon: InTern CommunICaTIon reSulTS
program
develop an action that contributes to the • increasing of profitability, business, and
establishment of a new landing in the the event was created and it turned into a opportunity flow in the dealerships
services offering inside the network of fiat perennial program, happening in a cyclic
• 98% approval in relation to the statement
dealerships, through the training of the way until all the fiat technical assistance
made for the event
technical assistance Managers. improve managers were influenced. the name of the
the management profile and promote the program is agir (ação e gestão integrada • 90% approval of the presented themes
alignment with organization’s post-selling na rede – integrated network action and
strategies. Management). inside the event, technical
and motivational lectures were given,
idea
besides recreation activities that integrated
explore values that improve the consumer the participants, stimulating them to
satisfaction, making the fiat’s business share their experiences with the group. to
culture stronger, demystifying the available give support to the event, a design media
technology and innovation, besides aligning package was created, mixed with an array of
all the processes through the attributes of differentiated gifts.
the brand fiat.

sou Brandcell industry: dental insurance | www.souodontologico.com.br
diagnosis that can really make those differential points unimed), means “i am”. so, if the name
become visible, and then elaborate all the means “i am”, it’s related to the person’s
unimed brasil, which is the biggest health
communication approach (advertising, choices and her values.
insurance system, wanted to amplify its
promotions, internal marketing).
approach launching a dental insurance. the new logo was developed to talk to its
a dental insurance different from others, SoluTIon: a new ConCepT of denTal public. it’s known that brands should talk
in a universe of products that seems InSuranCe brand to their target, and this premise was taken
all the same, with the same cover and by the brand sou. the brand design was
all the other dental insurances have
services always. so, the new service developed to communicate a smile, simply
something related to dental in their names.
would be completely different, offering to looking into each consumer’s eyes and
the new unimed dental insurance is now
its customers a new way to deal with the telling them what the new brand’s mission
launching based on differences, so its name
concept of life and health quality. is: to be clear, honest and direct.
should be different as well.. unimed is a
cHallenge big brand, so its name should be inside the reSulTS
brand building process.
develop all of the brand strategy for the the new brand was launched inside unimed
new dental insurance, research all the the developed name has unimed inside system on december 2008, gaining approval
competitors and establish points of crucial it, built in. the new name, sou (solução and being accepted by the entire internal
difference. build a name and a brand logo odontológico unimed – dental solution target.

vivo – 2008 parTy – luau vivo industry: telecommunications | www.vivo.com.br
cHallenge december, the season which the party was become, inside the event, the great narrative
given, it was proposed not only as a moment of the success Vivo reached in 2008.
Make the concept for the event to mark the
when the company employees meet the
first year that Vivo, one of the largest cell the whole visual identity system was
brand itself, but, mainly, a moment when
phone companies in brasil, operated in the created for the event. the Hawaiian hibiscus
people shared things they have in common.
state of Minas gerais, bringing together the was adopted as the event’s brand and was
entire company staff at the end of the year concepts of life, joining, integration, around during the whole period before the
corporate celebration. the event should experience and joy were joined to technology party, inside online and offline actions.
present a differentiated, innovating and and interaction pillars. teasers were created, joining digital
surprising theme. it would also bring 2500 marketing, mobile marketing and viral
SoluTIon: a new ConCepT of evenT
employees together, from all levels inside marketing tools, making people curious
the company and in the retail network. Joining tradition and contemporary, luau about what Vivo was preparing. the event
Vivo 2008 was created. an event that brought a totally unexpected concept.
idea
proposed to resurrect the human kind
reSulTS
a new brand experience was created, not history from a specific point of view: the
only evolving the public on the day of the people who used to get together at night, inside Vivo, researches show 92% of internal
event, but through the whole period before by the moon light, around the fire, to listen approval. the national board of directors
the party. as the brazilian summer starts in to stories told by older people. such stories had an expressive approval.

Brasil Telecom – incenTive and perFormance campaign industry: telecommunications | www.brasiltelecom.com.br
cHallenge SoluTIon: a new InTern evenT a lot of events were realized, with lectures
Calendar given by circus renowned professionals,
launch an incentive-based selling campaign
bringing together the selling activities and
to achieve the established goals to the the campaign was developed inside
the circus activities discipline.
commercial team, responsible for all the the “circus World” theme, suggested to
corporate products, during april, May, June the corporate products incentive and reSulTS
and July of 2008. such goals were part of an performance improvement campaign brasil all the goals were achieved with high
extremely aggressive strategy to increase telecom 2008. the name proposed was success and motivation inside the
the brasil telecom’s market share inside “um espetáculo de vendas” (“a spectacle of commercial team. the campaign was widely
the corporate telecommunications’ market. sales”). approved, being unfolded into the areas of
idea the created pieces involved a large number customers’ retention and loyalty areas
of elements, stressing agility, capability and into the following months, using the same
create a campaign that could bring together
training, developed under the circus spirit. campaign concept.
a playful theme and a premium, structured
each month had a sub-theme, with a circus
reward system to brasil telecom’s dealers,
modality: acrobatics, balancing, juggling
motivating and encouraging the commercial
and contortion.
team’s dealers to increase the sells and
meet the goals.

TorcheTTi – reBranding industry: advertising | www.torchetti.com.br
cHallenge chosen option was not calling torchetti the program was effectively communicate
a “communication company” or a “360 the rebranding to each professional. after
reposition torchetti’s brand inside the
degrees communications bureau” or this campaign, each client had its own
advertising and communications market.
anything like this. the goal was to achieve a presentation, made in a customized and
torchetti, which began its story as a design
unique positioning, detecting it from inside individual way. the pr assessors now focus
bureau, evolved to an actuation in strategic
to outside. in a way to present the company’s new
communication, working all the clients’
positioning to the market.
brands’ touch points. the design dna SoluTIon: repoSITIonIng
should be maintained inside the brand soul, reSulTS
“strategy born from design”.
still communicating the services the agency
• the agency won new clients, who hired
could offer. the strategy, being the natural evolution in
torchetti to make only planning services;
the agency’s actuation, is the business’ core
idea
idea. • new projects, evolving planning, branding
rescuing the life story of the agency, the and design;
an internal communication campaign
strategy was detected as an evolution.
initiated the process. the new positioning • new services bringing together planning,
and the design as the soul, the dna,
was presented inside the agency, followed promotional actions, events, digital
that didn’t get lost in the way of 10 years
by a human resources program. the goal of marketing and other communication tools.
since the launching. in this way, the

and tHis is How our Historical cHurcHes look
like most of times... i tHougHt it would Be
nice to sHow you a little Bit of eacH Brazilian
tHing!
finally,
some
creation
and design
Work...

P R E S E N TAT I O N
E N CO N T R O M A R C A D O CO M F E R N A N D O S A B I N O
cai xa pres entar ion pa ra
event: encontro marcado com fernando saBino industry: cultural Projects
joB: Presentation year: 2007

comPany: direcional engenHaria industry: civil construction
joB: residential service logo & sells stand year: 2007

A S S I N AT U R A V I S UA L
VSB TUBOS DO BRASIL
Val l o u re c & Sum i to m o Tu bo s do Brasil
lo go ti p o p ro du zi do par a empresa
comPany: vallourec & sumitomo tuBos do Brasil industry: metallurgy
joB: Brand logo & strategy year: 2007

A S S I N AT U R A V I S UA L
W O R K S H O P V I S I B I L I D A D E CO M R E S P O N S A B I L I D A D E
event: worksHoP cultural industry: culture
joB: Brand logo & strategy year: 2007

A S S I N AT U R A V I S UA L
D  C U LT M A R K E T I N G C U LT U R A L
logotipo produzi do para em presa d´C ULT
comPany: d’cult marketing cultural industry: marketing
joB: Brand logo year: 2007

A S S I N AT U R A V I S UA L
O S C H I CO S
Book: os cHicos industry: cultural Projects
joB: illustration, Brand logo & editorial year: 2007

i n o v a ç ã o
comPany: iPê inovação industry: tecHnology & innovation
joB: Brand logo & strategy year: 2007

comPany: camPo arquitetura e negócios industry: arcHitecture
joB: Brand logo & strategy year: 2007

EMBALAGEN
MEU N
comPany: nature & derme industry: cosmetics
joB: Brand logo & Packaging year: 2007

“STUdying ABROAd AlSO ShOwS ThAT
yOU’RE wEll-ROUndEd And hAvE hAd something
really
ThE OPPORTUniTy TO SEE ThingS fROM
A diffEREnT POinT Of viEw.”
> what about living abroad?
and working a lot abroad?
interesting...

It was a pleasure to
show you a little bit
of my work!
> Thank you for
your attention!