{"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":"AMERICANS"},"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-7387b849 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\">STRATEGY<\/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 class=\"wp-block-paragraph\">To understand the needs and possible paths forward, we conducted a series of interviews with executives and employees in order to create a realistic diagnosis that could encompass the various nuances of the project.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It became clear that Americanas already possessed a number of strong equities, capable of bringing identity and personality to the brand. Interacting with and maintaining these strengths in pursuit of a greater balance between the online and offline worlds was an issue that arose right at the beginning of the project.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In parallel, it was necessary to create a new perception among people, of a unique, approachable brand with a strong presence in the assortment market. All this while maintaining the classic simplicity and clarity of Americanas, which, in recent years, had become less noticeable to end consumers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was from the strategic work that the three main premises emerged that guided the creation of a new Verbal and Visual Universe for the Brand:<br>\u2022 Simplify<br>\u2022 Unify<br>\u2022 To evolve<\/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-7387b849 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\">CREATION<\/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 class=\"wp-block-paragraph\">The first step was to appropriate the traditional parallel bars of Americanas, which have been present in the brand&#039;s identity for many years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They gained prominence by assuming the role of a grid, guiding and directing all communications, acting like traditional product gondolas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another initiative was to transform the &quot;a&quot; in Americanas into a proprietary icon, creating a true platform of possibilities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Together, the bars as a grid and the &quot;a&quot; as an icon created a vibrant language that allows for multiple applications and uses, always bringing Americanas&#039; identity as a brand strength. An evolution of elements that were already present in their communication, but which have now gained strength and personality, being able to navigate from online to offline without difficulty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To ensure more resources for the Visual Universe, we&#039;ve brought in icons, illustrations, and logos that adapt and evolve. Ranging from a more sophisticated 3D style, suitable for use in films and animated pieces, to a flat, lightweight format that performs very well in mobile apps and designs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Verbal Universe sought to appropriate unique expressions that are easy to understand and already belong to the collective imagination. At the same time, it eliminated excesses and noise, thus creating a more user-friendly Americanas territory for those who speak and write on behalf of the brand. The developed tones brought a series of parameters and premises that aid in creation, focusing on generating closeness and informality. The choice to always use lowercase words is an example of this.<\/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, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11-18x10.png 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-11.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-12-1024x576.png\" alt=\"\" class=\"wp-image-16154\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/10\/image-12-768x432.png 768w, 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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