STRATEGY

To understand the needs and possible paths forward, we conducted a series of interviews with executives and employees in order to create a realistic diagnosis that could encompass the various nuances of the project.

It became clear that Americanas already possessed a number of strong equities, capable of bringing identity and personality to the brand. Interacting with and maintaining these strengths in pursuit of a greater balance between the online and offline worlds was an issue that arose right at the beginning of the project.

In parallel, it was necessary to create a new perception among people, of a unique, approachable brand with a strong presence in the assortment market. All this while maintaining the classic simplicity and clarity of Americanas, which, in recent years, had become less noticeable to end consumers.

It was from the strategic work that the three main premises emerged that guided the creation of a new Verbal and Visual Universe for the Brand:
• Simplify
• Unify
• To evolve

CREATION

The first step was to appropriate the traditional parallel bars of Americanas, which have been present in the brand's identity for many years.

They gained prominence by assuming the role of a grid, guiding and directing all communications, acting like traditional product gondolas.

Another initiative was to transform the "a" in Americanas into a proprietary icon, creating a true platform of possibilities.

Together, the bars as a grid and the "a" as an icon created a vibrant language that allows for multiple applications and uses, always bringing Americanas' identity as a brand strength. An evolution of elements that were already present in their communication, but which have now gained strength and personality, being able to navigate from online to offline without difficulty.

To ensure more resources for the Visual Universe, we've brought in icons, illustrations, and logos that adapt and evolve. Ranging from a more sophisticated 3D style, suitable for use in films and animated pieces, to a flat, lightweight format that performs very well in mobile apps and designs.

The Verbal Universe sought to appropriate unique expressions that are easy to understand and already belong to the collective imagination. At the same time, it eliminated excesses and noise, thus creating a more user-friendly Americanas territory for those who speak and write on behalf of the brand. The developed tones brought a series of parameters and premises that aid in creation, focusing on generating closeness and informality. The choice to always use lowercase words is an example of this.