{"id":10093,"date":"2021-10-15T16:10:59","date_gmt":"2021-10-15T19:10:59","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?post_type=cases&#038;p=10093"},"modified":"2024-09-26T12:34:48","modified_gmt":"2024-09-26T15:34:48","slug":"americanas","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/americanas\/","title":{"rendered":"AMERICANAS"},"content":{"rendered":"<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581275925?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">ESTRAT\u00c9GIA<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p>Para entendermos as necessidades e os caminhos poss\u00edveis, realizamos uma s\u00e9rie de entrevistas com executivos e colaboradores, a fim de tra\u00e7ar um diagn\u00f3stico real e que fosse capaz de abra\u00e7ar as diversas nuances do projeto.<\/p>\n\n\n\n<p>Ficou n\u00edtido que a Americanas j\u00e1 possu\u00eda uma s\u00e9rie de equities fortes, capazes de trazer identidade e personalidade para a Marca. Interagir e manter essas fortalezas em busca de um maior equil\u00edbrio entre o universo online e offline foi uma quest\u00e3o que se apresentou logo no in\u00edcio do projeto.<\/p>\n\n\n\n<p>Em paralelo, era necess\u00e1rio criar uma nova percep\u00e7\u00e3o nas pessoas, de uma Marca \u00fanica, pr\u00f3xima e com forte atua\u00e7\u00e3o no mercado de sortimentos. Tudo isso, mantendo a simplicidade e clareza cl\u00e1ssica da Americanas, mas que, nos \u00faltimos anos, tinha se tornado menos percept\u00edvel para os consumidores finais.<\/p>\n\n\n\n<p>Foi do trabalho de estrat\u00e9gia que surgiram as tr\u00eas principais premissas que guiaram a cria\u00e7\u00e3o de um novo Universo Verbal e Visual para a Marca:<br>\u2022 Simplificar<br>\u2022 Unificar<br>\u2022 Evoluir<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-1024x576.png\" alt=\"\" class=\"wp-image-16143\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-1024x576.png\" alt=\"\" class=\"wp-image-16144\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-2048x1152.png 2048w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-2-18x10.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-1024x576.png\" alt=\"\" class=\"wp-image-16145\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-2048x1152.png 2048w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-3-18x10.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276014?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276056?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276139?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276199?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">CRIA\u00c7\u00c3O<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p>O primeiro passo foi se apropriar das tradicionais barras paralelas da Americanas, j\u00e1 presentes h\u00e1 muitos anos na identidade da Marca.<\/p>\n\n\n\n<p>Elas ganharam protagonismo ao assumirem o papel de grid, guiando e orientando todas as comunica\u00e7\u00f5es, atuando como as tradicionais g\u00f4ndolas de produtos.<\/p>\n\n\n\n<p>Outra iniciativa foi transformar o \u201ca\u201d de Americanas em \u00edcone propriet\u00e1rio, gerando uma verdadeira plataforma de possibilidades.<\/p>\n\n\n\n<p>Em conjunto, as barras como grid e o \u201ca\u201d como \u00edcone criaram uma linguagem viva, que permite m\u00faltiplas aplica\u00e7\u00f5es e usos, sempre trazendo a identidade Americanas como for\u00e7a de Marca. Uma evolu\u00e7\u00e3o dos elementos que j\u00e1 estavam presentes na sua comunica\u00e7\u00e3o, mas que, agora, ganharam for\u00e7a e personalidade, sendo capazes de navegar do on para o off sem dificuldades.<\/p>\n\n\n\n<p>Para garantir mais recursos para o Universo Visual, trouxemos \u00edcones, ilustra\u00e7\u00f5es e selos que se adaptam e evoluem. Indo de um 3D mais arrojado, que pode ser usado em filmes e pe\u00e7as animadas, at\u00e9 um formato flat, leve e que se comporta muito bem em aplicativos e pe\u00e7as para mobile.<\/p>\n\n\n\n<p>O Universo Verbal procurou se apropriar de express\u00f5es \u00fanicas, mas que s\u00e3o de f\u00e1cil entendimento e j\u00e1 pertencem ao imagin\u00e1rio coletivo. Ao mesmo tempo, eliminou excessos e ru\u00eddos, criando, assim, um territ\u00f3rio Americanas mais f\u00e1cil de ser utilizado para quem fala e escreve em nome da Marca. Os tons desenvolvidos trouxeram uma s\u00e9rie de par\u00e2metros e premissas que ajudam na cria\u00e7\u00e3o, com foco em gerar proximidade e informalidade. A escolha pelas palavras sempre em caixa-baixa \u00e9 um exemplo disso.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-1024x576.png\" alt=\"\" class=\"wp-image-16146\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-4.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-1024x577.png\" alt=\"\" class=\"wp-image-16147\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-1024x577.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-1536x865.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-5.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276252?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-1024x576.png\" alt=\"\" class=\"wp-image-16148\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-6.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276326?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"remove-bottom-space\" style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/581276372?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-1024x576.png\" alt=\"\" class=\"wp-image-16149\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-7.png 1921w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-1024x576.png\" alt=\"\" class=\"wp-image-16150\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-8.png 1921w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-1024x576.png\" alt=\"\" class=\"wp-image-16151\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-9.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-1024x576.png\" alt=\"\" class=\"wp-image-16152\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-10.png 1921w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-1024x576.png\" alt=\"\" class=\"wp-image-16153\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-300x169.png 300w, 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https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-large remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-13-1024x576.png\" alt=\"\" class=\"wp-image-16155\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-13-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-13-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-13-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-13-1536x864.png 1536w, 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