Strategy

After further diagnostic analysis, we identified their strengths and areas for improvement, defining the guidelines for building the BRANDING through the IS, DOES, AND SAYS methodology.

• “"AND": We understood that a sophisticated brand was needed, with a simple-to-pronounce name, a premium perception, and the ability to convey innovation;
• “"HE DOES": We realized that the relationship journey begins in the pre-university phase, but extends as an opportunity to the alumni stage, gaining traction in an ecosystem anchored by research and science capable of remaining relevant beyond the duration of the course;
• “"HE SPEAKS": We understood that it was necessary to expand communication beyond the student and also focus on the parents, communicating credentials that justified the investment based on what the college offers, but without limiting ourselves to retail appeal or arguments saturated in the category, such as technology and the future.

Based on these learnings, we identified that we have an offering supported by a renowned faculty recognized by the scientific community as great assets, in addition to state-of-the-art laboratories and methodology with an educational vision that integrates biological, physical, mental, and emotional health. These factors became the turning point for the development of a... New purpose: to educate for a healthier world.

A visionary, active, charismatic, and welcoming college that believes in science and well-being, unlike its competitors, whose communication is focused exclusively on selling the course, with an excessively casual and youthful language that seems to underestimate the audience.

To reinforce the narrative, we arrived at the tagline. “"Health meets knowledge"” – a statement that creates a link between two fundamental values of the institution. The verb "encontra" (meets/meets) reinforces the idea of physical space as an environment that teaches caring for others, that values scientific truth and the health of the whole in a constant, ever-evolving way.

Naming

A premium teaching institution requires us to develop a name that reflects its excellence. It should convey the values of health and wisdom, referencing prominent figures in Brazilian medicine.

Inspired by these trajectories, the name Faculdade Zarns (Zarns College) emerges, seeking to synthesize the commitment to developing the community through the practice of serious and humanized medicine, in order to build a legacy of care and citizenship among professors, students, doctors, and patients.

Universe
Visual

To create a sense of integration with the college, the visual universe reinforces the Z as the brand's icon, which has different visual expressions. The intention is to translate a human, technological, and scientific brand to build a modern and proprietary image, making one proud to use and be a part of it.

Universe
Verbal

Zarns College, through its communication style, balances wisdom and a sense of belonging. With a positive and inspiring way of speaking, it uses verbal resources that address well-being, campus life, and building a healthy future for generations of students, scientists, and healthcare professionals.

This voice is made tangible in titles such as "it feels good to be with Zarns," "our physical structure is designed to structure lives," and "a residence where you feel at home.".

Execution of
communication

To create the campaign, we studied the category's performance and how candidates choose their medical school. We understand that more than a great achievement and accomplishment, the choice to study medicine stems from a natural vocation. to transform the lives of other people, which ranges from the healing process of each patient to the possibility of finding solutions capable of positively impacting generations. From this, we had a creative insight: medicine also never stops transforming, and Zarns is the college that makes each class a transformative experience, preparing students for their careers and for life in this dynamic, constantly evolving world.

The campaign's mission was to clearly communicate the name change and the brand's major transformation. To achieve this, we used messages that addressed the transformations in medicine in the past, present, and near future, drawing a creative parallel with the transformation that Zarns brings to the lives of the entire academic community and the general population.

Visually, we highlighted the color code and the "Z" of the new brand, which gained prominence. We portrayed students and teachers with an air of pride and satisfaction for being part of this community.

The campaign unfolds across TV, OOH (Out-of-Home), and digital channels with regional reach, allowing for strategic budget allocation, less message dispersion, and greater targeting of the audience. The objective is to boost awareness of the new brand positioning while simultaneously fostering consideration and attracting new students, ensuring the effective execution of branding throughout all stages of the conversion funnel.

A movement that puts into practice a well-founded Branding Strategy that encompasses the IS, DOES, and SAYS aspects, with the execution of communication aligned with all the strategic premises defined throughout the process. A project co-created with the client over six months until the launch of the new Zarns College on the market.