Identidade Visual DALE

COMPANY/YEAR

DALE, 2019

ROLE

Head of Creative and Art Director

Opening its 10th birthday, DALE created an internal RFP for the development of a new logo and visual identity.

Dividing the agency in multidisciplinary teams, the goal was to present a whole rebranding project, going beyond a simple logo redesign.

Longing to show the essence of the people who built DALE in daily basis (and their sense of belonging) and the constant dialogue between agency and clients, our team focused on the words “we” (which could be used in different contexts) and the verb “talk” for the main tagline – this tagline could be dynamic and be used in different situations (e.g: praising a new client coming to the agency – “we party”).

Thinking about the tone of voice, we also took off the accent in DALE, aiming a brand internationalization, and we put the word in capital letters for use consistency – and to end the ambiguities we all found in agency’s materials.

Talking about visual identity, we used the letter D as a strong symbol to all the graphic applications, but also as container to different contexts. Working with our symbol, the comma appeared to represent the constant talk inside the agency’s DNA and also how DALE constant evolute the ideas.

Beyond the logo creation, it was developed a visual identity manual, new identity launch video, stationary materials, institutional presentation, internal communication and website.

The winning proposal team was composed by me, Camila Michelato (account manager), Felipe Borges (art director) and Sabrina Cardoso (social media).