STRATEGY

The entire process was conducted in a co-creative manner with the Novomundo.com executive team. Hands-on work. Everyone in the same (virtual) room, discussing and refining the strategy, building a single path forward.

To design the strategy, we spoke with executives, end customers, partners, and employees. This investigation led us to conclusions that formed the basis of the strategy: starting from the new Novomundo.com stores and the company's internal culture, we understood that the great differentiator of this brand is taking the moment of purchase and customer satisfaction seriously. It's about wanting to be and act differently so that people can celebrate their achievements and feel comfortable where they are realizing their dreams.

This human and empathetic side is seen by consumers as surprising and is a reason for increasing loyalty. This was our starting point for the entire repositioning.

We emerged with the purpose of "Surprising at every moment, celebrating every achievement?", formalizing our talent with a human personality, a reference in the subject, a companion and a great help so that Novomundo.com could take its next step towards this new way – that only it has – of shopping in retail.

To achieve this, we've built an experience that strengthens a memorable journey for both end consumers and resellers, reinforcing technological attributes with surprising solutions, human connection, and expertise that inspires confidence.

To tie all of this positioning together in an inspiring yet assertive phrase, we created the tagline "For more achievements," reflecting the brand's focus on the accomplishments of others.

CREATION

For the brand and its visual identity, the main objective was to build a relatable and digital brand, without losing important assets such as the color blue.

The NovoMundo.com logo is simple and friendly. Its lowercase typography reinforces the close relationship with the customer, while still conveying security and transparency. The raised dot reinforces the brand's presence in the online environment and adds more personality to the design.

The brand colors are another way to reinforce its presence in the digital world, as they are vibrant colors with excellent contrast on screen, while still maintaining their appeal in print media.

The platform's visual universe is characterized by elements such as brilliance, conquest, celebration, and achievement. The element that embodies all of this is the star, created from a union of points.

The defined verbal universe gives consistency to the brand's new personality, with tones of voice that emphasize enchantment, approachability, ease, and achievements. Through its way of speaking, novomundo.com creates connection and trust, presents solutions, and positions itself as open, using familiar terms and taking pride in its ecosystem.

COMMUNICATION

For the launch of Novomundo.com and the definition of a unique narrative to accompany the brand at this time, our first step was to map and understand the variety of audiences that interact with the brand, which includes employees, suppliers, resellers, different profiles of end consumers, and even marketplace sellers.

Furthermore, based on research data from the strategy and experience teams, and developing integrated communication, we recognized and defined the competitive advantages of Novomundo.com, a brand with strong regional ties and dedicated, specialized customer service as a highlight of the customer experience.

To guide the development of the narrative for 2021, we sought to understand the global context and the retail category, also observing how people's relationship with their homes had transformed in the last year, and how this impacted Novomundo.com's business. From this, we had an opportunity: to connect the brand to this notion of an expanded home, while building a closer relationship with the customer.

The campaign concept needed to highlight our unique selling points while also emphasizing that the brand was in a new phase: with revamped stores and a new, more integrated experience model between the physical and digital worlds. Adding to this the updated relationship people have with their homes, we have a Brave New World, also connecting to the life changes that come with our achievements.

The campaign consolidates the Brave New World concept through an integrated channel strategy, bringing together television, out-of-home advertising, digital media, and influencers, in addition to internal marketing initiatives.