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Impact and Regenerate
Instituto Helda Gerdau
UP Lab was asked to create the Institute's new visual identity, aligned with its vision and purpose. The work included creative direction, positioning, tone of voice and a complete brand guide covering everything from digital applications to institutional communication materials. We were also responsible for the strategic redirection of the Institute's communication and for running its social channels.
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Purpose-driven rebranding and a legacy of regenerative impact
The rebranding UP Lab carried out for Instituto Helda Gerdau started from four essential pillars: commitment, generosity, legacy and impact results. Based on these values, we developed a brand positioning that clearly expresses the Institute's mission of helping build a fairer, more collaborative future. The new institutional identity strengthens its presence and its ability to engage different audiences, communicating sensitively and strategically IHG's role in driving lasting social change aligned with the principles of regenerative impact.
Purpose-driven rebranding and a legacy of regenerative impact
The rebranding UP Lab carried out for Instituto Helda Gerdau started from four essential pillars: commitment, generosity, legacy and impact results. Based on these values, we developed a brand positioning that clearly expresses the Institute's mission of helping build a fairer, more collaborative future. The new institutional identity strengthens its presence and its ability to engage different audiences, communicating sensitively and strategically IHG's role in driving lasting social change aligned with the principles of regenerative impact.
Purpose-driven rebranding and a legacy of regenerative impact
The rebranding UP Lab carried out for Instituto Helda Gerdau started from four essential pillars: commitment, generosity, legacy and impact results. Based on these values, we developed a brand positioning that clearly expresses the Institute's mission of helping build a fairer, more collaborative future. The new institutional identity strengthens its presence and its ability to engage different audiences, communicating sensitively and strategically IHG's role in driving lasting social change aligned with the principles of regenerative impact.
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