STRATEGY

We went through interviews, focus groups, and quantitative research to understand internal and external perspectives, in addition to market analysis, until we proposed that Ativa reposition itself as a democratic brand, which puts the user experience at the center and expands its presence beyond the advisor, all based on an entrepreneurial culture that inspires pride in what is being developed.

In the process of evolving our work, we understood that Ativa is more than just an investment brokerage; it has been building a financial ecosystem that connects people and businesses, developing valuable solutions for all of them. Ativa exists, therefore, to create a financial world of opportunities. With this purpose clearly in mind, we enhance its values and build its brand, business, and communication strategy.

With a visionary, inspiring, collaborative, and experienced personality, Ativa positions itself as a solutions platform that creates opportunities through connections. The brand proposes a new path for the financial market, based on the principle that evolution occurs through collaboration, entrepreneurship, and the construction of an ecosystem where opportunities multiply with each connection.

BRAND AND VISUAL AND VERBAL UNIVERSE

Ativa's new brand needed to create the impact that its new positioning aims for, as well as convey its personality attributes. To achieve this, the lowercase logo brings humanity and approachability together with the abstract symbol that suggests movement, energy, and technology.

Starting from the symbol, a graphic was created that metaphorically represents a plan, an idea, an investment, or an opportunity. The form connects and evolves, generating more plans and perspectives.

In terms of color, citrus yellow and titanium complement each other, bringing vibrancy, power, and technology, and are combined with neutral and secondary tones that provide freshness and balance to the brand, forming a flexible color palette that allows for more sober or more vibrant moments, with tones that combine in an original and proprietary way.

The typography is also proprietary and bears the name Ativa, a sans-serif, humanist font with geometric aspects that bring to life a more contemporary design, enhancing the clarity and objectivity of communication.

Photographs always aim to place the person as the protagonist. In black and white portraits, this aspect stands out and conveys the brand's personality with truth, representativeness, and identification through flattering angles and inspiring gazes.

The brand's message, starting with its name, proposes a world of connections, with phrases like "Does your investment activate businesses?; which activate jobs?; which activate the economy?" and "We activate the world together." We inspire perspectives and position the brand as an expert partner that, through its proactive message, connects the worlds of investments, ideas, and organizations, driving new worlds of opportunity.

COMMUNICATION

Based on the established brand platform, we sought to understand the context of the financial market, identify potential audiences, and determine Ativa's competitive advantages within that market in order to establish a narrative that would structure the launch campaign for this new phase of the brand.

We looked at Ativa's internal structure and the market, and understood that the company offered four competitive advantages that would not only highlight the brand to its audiences but also be important tools to support the brand's purpose. Ativa's differentiators are: an ecosystem of solutions that go far beyond investment costs; constantly renewed knowledge, a company that combines almost four decades of experience with a constant effort to stay up-to-date; a solid, human, and collaborative culture built on a healthy environment; and finally, close and excellent advisory services, which operate independently so that people will actually receive the best possible recommendations.

Understanding the internal scenario and the market, we looked at consumers and behavioral trends and realized that, in a scenario of growing interest in the universe of investments and personal finance, the challenge is to remain relevant at a point of near saturation of the subject, in which easy options emerge every day that are not always reliable for people.

By combining Ativa's tradition and continuous learning, and leveraging its ecosystem of solutions based on a human and collaborative culture, the brand, together with all its stakeholders, will create a new financial world where one opportunity activates another. This is the tagline created for the new brand and also the brand idea that guides the communication campaign.

In the 30-second and 15-second films, we portray Ativa's ecosystem of financial solutions as a network that connects and empowers people, businesses, and society. The characters, representing different audiences, appear in front of an LED screen displaying a sequence of investment types such as real estate funds, sustainable energy, stocks, agribusiness, and infrastructure. In a dynamic rhythm, the scenes on the screen blend with the brand's visual universe graphics, projections, and set elements in the brand's colors. Along with the technological soundtrack and sound signature, all these elements bring to life the personality of the new Ativa Investimentos. In the end, the characters all appear together, symbolizing this new financial world of opportunities, where everyone wins.

The campaign combines the prominence of the characters with the brand's new colors, conveying messages that highlight its unique selling points and products, as well as its impact on people's lives and society. The media strategy will focus on impacting different clusters such as investors, those interested in investing, traders, and even those who have never invested. The plan includes videos and display banners on channels that connect with these audiences, including Facebook, Instagram, TikTok, YouTube, and Twitter, in addition to sponsored links.