Cases / FACISC
The voice of the companies that build a state.
- Client
- FACISC
- Category
- Business federation
- Market
- Santa Catarina, Brazil
- Brand strategy
- Brandbook
- Verbal identity
The federation behind 149 business associations across Santa Catarina, founded in 1971, with roots that go back to 1901.
The challenge
A fifty-year institution, speaking to entrepreneurs of every size and region, needed one clear essence and a language modern enough for the next generation of members.
What I did
I wrote the strategic and verbal brandbook: purpose, archetypes and personas, tone of voice, slogan and taglines, the manifesto, and even how the federation should behave in a crisis.
What I delivered
- Purpose, mission, vision, brand and business values
- Promise and differentiators
- Functional and emotional attributes
- Archetypes: the Hero, with the Ruler and the Caregiver in support
- Primal branding and nonbelievers
- Personas
- Tone of voice, key words and recommended phrases
- Slogan and a set of taglines
- Manifesto
- Writing guidelines and brand behaviour
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.