STRATEGY
The repositioning of Caixa Seguradora goes far beyond a name change. Caixa Seguros, Caixa Previdência, Caixa Consórcios, Caixa Capitalização, and Caixa Seguros Saúde will cease to exist and become one single entity.
Based on a Branding Diagnosis, we realized that Caixa Seguradora needed to play a role commensurate with its importance in the insurance market, leveraging the positive image of Caixa Econômica Federal. It ceased to be a product brand and became a corporate brand. A unique personality and a new look. A brand for every Brazilian who cares about securing their achievements and keeping them well protected.
Yes, it's for you.
CREATION
To make this change tangible, we added 'Insurance Company' to the traditional Caixa Econômica Federal logo, using a friendly typography that brought youthfulness and lightness to the brand. A unique verbal universe and a dynamic, rich, and colorful visual style, inspired by the X so characteristic of the bank's brand.
“The work begins when the platform and brand guidelines are built. It is from there that marketing truly begins to 'build' the brand, taking it from paper and making it real for its consumers.‘
Sany Silveira, Marketing Director
IMPLEMENTATION
The entire process culminated in Caixa Seguradora moving to a new building in Brasília: more modern and up-to-date, decorated with the brand's elements. The launch event marked the transition to this new phase for the company.
