Cases / Grupo Leonora
Six companies, one restless spirit.
- Client
- Grupo Leonora
- Category
- Holding, stationery and retail
- Market
- Brazil
- Brand strategy
- Brandbook
- Brand architecture
A group that started in stationery in 1984 and became Brazil's second largest stationery distributor. Today it runs Leo&Leo, Jocar Office, LeoArte, Letron, LeoLog and Leonora Ventures.
The challenge
Six brands, from school supplies to electronics, logistics and ventures, needed one parent story that explained why they belong together.
What I did
I built the strategic structure of the group: who they are, the business ecosystem, purpose, principles, positioning and the way Leonora speaks, so every company stands on the same ground.
What I delivered
- Business ecosystem and brand hierarchy
- Principles and brand story
- Purpose
- Differentiators: innovation, creativity, growth, sustainability
- Positioning
- People, culture and pillars
- Verbal guidelines: how Leonora speaks, and how it doesn't
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.