CONTEXT

The history of the Flamboyant Group begins with Lourival Louza and his unique vision for Goiânia. The family tradition started in agriculture, where the Louza family pioneered the genetic improvement of Nelore Mocho cattle. This commitment to excellence and innovation was the foundation upon which the group built its legacy.

Expanding its operations into urban planning, the Flamboyant Group played a crucial role in the conception of the Jardim Goiás neighborhood. The neighborhood came to house important public facilities, establishing itself as a benchmark for quality of life, with the most valuable square meter in Goiânia.

Flamboyant Shopping Mall is the central hub of the group's activities, offering a variety of renowned brands and providing unique experiences for visitors. From entertainment to high-quality gastronomy, Flamboyant is the showcase of Goiás, driving the region's economic growth and bringing together people of different tastes and styles in a welcoming and sophisticated environment.

In addition to its commercial activities, the Flamboyant Group stands out for its social commitment through its Institute, which develops social projects and promotes human development in the region, benefiting more than 8,000 people of various ages and social classes each year.

With a new generation taking over its leadership, the group seeks to continue expanding its influence, always keeping the family legacy alive and striving to be a protagonist in a new model of value creation through branding.

STRATEGY

In the diagnostic phase, we went through an extensive research and analysis process. Through internal and external interviews, focus groups, and quantitative research, we delved deep into the history and culture of the group. We explored the perceptions and opportunities in each of the businesses: from the dynamism of the Shopping Center to the development of Urban Planning, the tradition of Agriculture, and the initiatives of the Institute. This immersion allowed us to deeply understand the essence of Flamboyant and its intimate connection with Goiânia.

It became evident the genuine love that Flamboyant has for Goiânia. More than that: for the people who make the city so special. From the first steps taken by the founder to the present day, every action seeks to bring about real transformation. Every day, Flamboyant dedicates itself to making Goiânia more attractive and engaging, offering a lifestyle that incorporates the best of the world for the people of Goiânia.

In this way, Flamboyant adopted the purpose "Elevate to Evolve, Involve to Enchant," which, through a visionary, fascinating, transformative, and human personality, seeks to bring urban and human development to Goiânia, with unique and enchanting experiences, and to provide a lifestyle that promotes the well-being of Goiânia residents, based on its ecosystem that enchants the world.

This is how Flamboyant develops people and the city: with evolution and enchantment in everything it does.

We also understood from the diagnosis that the association between all business units was positive for Flamboyant, but visually its brands did not build consistency and unity. Therefore, to ensure the exchange of value between all brands in the portfolio and strengthen the corporate brand, we defined a monolithic model for its brand architecture.

From this, we determined the role of each brand in the portfolio, starting with Flamboyant Shopping and Flamboyant Urbanismo as strategic brands. The first as a benchmark when it comes to shopping centers and aspirational lifestyles, and the second driving Goiânia's growth with high-quality developments, sophisticated and exclusive architecture, and top-tier services.

Flamboyant Instituto and Flamboyant Agropecuária have been defined as silver bullet brands, one promoting positive changes in society focused on human development, and the other bringing a perception of innovation and building a more prosperous future for agriculture, respectively.

With a clear understanding of each brand's role within the portfolio, it was time to build their positioning strategies. By clarifying how they should present themselves, their target audiences, functional and emotional benefits, and credentials, we guided each brand's strategy, facilitating management and dissemination across different areas and employees of Flamboyant.

CREATION

To create Flamboyant's visual universe, we preserved its legacy by observing iconic codes deeply intertwined with the history of the people of Goiânia. Our goal is to enhance sophistication and elegance in every aspect, keeping its history alive.

Its symbol, inspired by the flamboyant flower, is emblematic and has been kept in its original form. With a more polished look, it has been carefully refined to shine in both physical and digital media. Its versatility is expanded, allowing it to be used as a central element or a precious detail in different layouts.

Red, one of its most striking essences, is accentuated in a diverse palette of tones, reinforcing its meaning and gaining layers of sophistication and expressiveness.

Staying true to its origins, the logo evolves in uppercase letters, but with a more modern and optimized aesthetic. We opted for a Brazilian typography that reflects the challenge of eliminating noise and bringing elegance and style to Flamboyant's positioning, always maintaining an aspirational level.

Our photographs create an immersive atmosphere, with captivating characters and a unique perspective. We strive to communicate an enchanting vision, capturing moments and details that make up a singular lifestyle, reflecting the concept of well-being with grace and refinement in any setting.

Created to boost brand engagement, Flamboyant gains a voice capable of impacting all its business. With tones of voice that express the sensitivity that enchants, the simplicity that fascinates, and the inspiration to evolve. Visionary guidelines that reinvent the way we live, work, and have fun, always maintaining the strength of our origin.