The Design
Wolff Olins was responsible for every element of Vivo – the central idea, values, personality and tone, as well as visual components such as the name and all-important logotype, which is solidly portrayed in lower case. Vivo is the Portuguese word for ‘alive’, and the rich, fruity colours accompany a whimsical visual identity – a stylised, dancing, toy-like figure that encapsulates the brand essence of ‘playful energy’. The agency uses this to convey the ‘vibrancy and diversity of Brazilian culture’. It was crucial that the new identity did not alienate the 17 million customers currently with the company and it also needed to create a cohesive structure to accommodate potentially conflicting management styles.
The Results
Wolff Olins’s creative input has created South America’s largest telecommunications brand. Vivo’s mobile phone customers now number 22 million, accounting for nearly 45 percent of the market. In the two months following the launch of the company, some one million new customers signed up to Vivo. The brand became a trend; it was popular to be a customer of the new company and this inclusive movement made emotional connections and encouraged new customers. The new look also had a positive benefit on staff. Vivo’s productivity improved by more than 20 percent and the company was voted one of the best employers in Brazil.
Judges’ Comments
The judges stated, ‘the design company played a critical role in creating a vibrant, playful and truly modern design concept’. Not only did the identity ‘achieve brand salience’ (one day after launch, the new name achieved a remarkable 80 percent awareness), but the judges deem it ‘directly drove business – a clear example of design effectiveness’.
Sir Stephen Brown
Group Chief Executive
UK Trade & Investment
‘The UK Trade & Investment International Export Award celebrates the success of businesses and individuals working in the design industry across the UK, whose talent, drive and enterprise have enabled them to compete successfully in the global market.
We recognise the important contribution the design industry makes to the British economy. International trade is vital to the UK stimulating the competitiveness of British business. Support for exporters and investors is part of the government's programme.’
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