A carregar...
Publicação
Proposta de rebranding da identidade visual da GNC Capital
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 43.53 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O presente projeto de investigação debruça-se na proposta de
rebranding de uma empresa no ramo da mediação de seguros,
intermediação de crédito e imobiliária de nome GNC Capital. O
objetivo principal é que o rebranding criado resulte numa
identidade visual renovada e atrativa, que beneficie esta
empresa. Responde à pergunta de investigação: “Como renovar,
através de um processo de rebranding, a identidade visual de
uma empresa que ampliou o seu ramo de negócio, mas que
pretende manter semelhanças com a imagem existente?”. De
forma a dar resposta a esta questão, foram aplicadas algumas
metodologias que consistem numa pesquisa exploratória
qualitativa que engloba uma recolha e fundamentação teórica nas
áreas do branding e rebranding, identidade, comunicação e
publicidade. De seguida, foi feito um estudo de casos suportado
pelo Modelo Representativo do Processo de Análise e Conceção
de Marcas, com o objetivo de sintetizar e analisar os elementos
visuais das marcas abordadas ao longo do projeto. Após a
recolha e análise das informações, foi possível apresentar uma
proposta de rebranding para a GNC Capital, que tem vindo a
perder a sua visibilidade, enquadrando-a no seu mercado de
negócio e atualizando a sua identidade visual de modo a
responder às necessidades da sociedade contemporânea. Todo o
processo de rebranding segue o Modelo Linear para a
representação de um Sistema de Identidade Visual, de Fernando
Oliveira (2015).
The present research project focuses on the rebranding proposal for a company named GNC Capital, operating in the fields of insurance mediation, credit intermediation, and real estate. The main objective is for the created rebranding to result in a renewed and attractive visual identity that benefits this company. It addresses the research question: “How can a company, which has expanded its business scope but wishes to maintain similarities with its existing image, renew its visual identity through a rebranding process?” To answer this question, several methodologies were applied, consisting of qualitative exploratory research that includes theoretical collection and foundation in the areas of branding and rebranding, identity, communication, and advertising. Following this, a case study was conducted supported by the Representative Model of the Brand Analysis and Design Process, with the aim of synthesizing and analyzing the visual elements of the brands discussed throughout the project. After gathering and analyzing the information, it was possible to present a rebranding proposal for GNC Capital, which has been losing its visibility, situating it within its business market and updating its visual identity to meet the needs of contemporary society. The entire rebranding process follows the Linear Model for the Representation of a Visual Identity System, by Fernando Oliveira (2015).
The present research project focuses on the rebranding proposal for a company named GNC Capital, operating in the fields of insurance mediation, credit intermediation, and real estate. The main objective is for the created rebranding to result in a renewed and attractive visual identity that benefits this company. It addresses the research question: “How can a company, which has expanded its business scope but wishes to maintain similarities with its existing image, renew its visual identity through a rebranding process?” To answer this question, several methodologies were applied, consisting of qualitative exploratory research that includes theoretical collection and foundation in the areas of branding and rebranding, identity, communication, and advertising. Following this, a case study was conducted supported by the Representative Model of the Brand Analysis and Design Process, with the aim of synthesizing and analyzing the visual elements of the brands discussed throughout the project. After gathering and analyzing the information, it was possible to present a rebranding proposal for GNC Capital, which has been losing its visibility, situating it within its business market and updating its visual identity to meet the needs of contemporary society. The entire rebranding process follows the Linear Model for the Representation of a Visual Identity System, by Fernando Oliveira (2015).
Descrição
Palavras-chave
Rebranding Design visual Identidade Comunicação e Publicidade GNC Capital