Jornal de Brasília

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Client

Jornal de Brasília

Year

2017

We Deliver

Branding

Responsible Team

A great brand, a great challenge, a great solution and excellent results.

/01 Challenge

Born in 1972, Jornal de Brasília is one of the largest and most traditional media outlets in Brazil's federal capital.

With a history of great coverage and important awards, JBr has been going through a process of modernization and reinvention, investing more and more in multi-platform content and in the portal, which is now its main communication channel.

Our main challenge with the rebranding work was to update the identity of a company consolidated as a print newspaper, repositioning the brand as a producer of modern and contemporary content to win over a new generation of readers.

/02 Solution

We created a visual identity inspired by the capital: modern, dynamic, vibrant.

In research carried out with collaborators and consumers, we understood that an important and efficient strategy would be to strengthen the brand's relationship with the city. We highlighted Brasília as the central point of the new positioning and highlighted the brand's genuine purpose: to work for a better city every day.

To celebrate the passion for Brasília, we developed a brand with elements that represent the essence of the city in a special way and full of personality. A modern lettermark, our beloved little square and an original iconography.

/03 Result

The project promoted structural changes in the organization and contributed to the achievement of significant results in terms of audience and business.

In addition to a clear and attractive positioning and a beautiful visual identity, the Jornal de Brasília rebranding project made a fundamental contribution to the vehicle achieving its main audience objectives.

An increase of 330% in unique users, 191% in visits to the JBr portal and 146% in the Instagram follower base were some of the results achieved.

It was the best marketing work I have ever participated in, there is no doubt about it. It was a spectacle.

Guilherme Lombardi

Marketing Director

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