ABOUT
Amcham is more than a typical chamber of commerce. It integrates Brazilian and international companies in an environment that goes beyond borders in content generation, also providing a complete and wide range of business products and services.
STRATEGY
Their portfolio of products and services was very wide, but a most of its audience is unaware of these offers. Part of this problem is communication, each region communicates in their own different way, with zero consistency, weakening the brand building efforts. What they need was a clear organization of its products, both visually and strategically. The new visual identity leaves the century-old classic brand image and aims at the future, bringing a desired and innovative aesthetic. We brought motion to the identity, an magnetic behaviour, where Amcham is at the center, acting as a great hub of connections and content. This concept allows a more didactic communication, making it easier to understand their whole range of products.
WORDMARK
The logotype becomes the main visual element of the brand, embedding the classic slashes in the typeface, making it both solid and modern.
GRID SYSTEM
We developed a layout system to organize content information, and hierarchy, while maintaining consistency, highlighting Amcham's brand.
COLORS
The white and blue were kept as the main colors with more prominence, we brought a more diverse and vibrant secondary palette, helping to communicate products and services.
TYPEFACE
The main typeface, Heading Now, has a great range of styles, from condensed to extended. This versatility allows us to create a diverse range of materials and events identities, without losing the visual consistency
CREDITS
FutureBrand Team Diretor / Director — Lucas Machado Design — Lucas Machado . Felipe Souza . Pablo Vivo Animação / Motion graphics — Francisco Fernandes . Cesar Quirino . Diego Jardim . Higor Santos
VISUAL IDENTITY
GUIDELINES
