Área If you’re not in the área, you’re out.
When a design school needs a repositioning.
Área is the name of the leading design school in our territory. Many brands, as they approach 30 years of life, realize they need to review and question their essence and definition in order to connect with a market that bears almost no resemblance to what it was when they created their brand and company culture.
And very often that shared goal shifts alongside the immediate need to sell: in this case, we needed to reposition to create value for the company in the medium/long term. And in the short term, capture leads to fill the remaining places in several courses.
To meet both goals we created a repositioning strategy that could be activated on specific products. In this case, several courses.
And so the story was born first — one that spoke of how, in the era of communication and universal hyper-access to design tools, training in design is a gateway into the working world.
With this story we created its brand territory, or communication platform. In this case, we could also call it the brand’s “Área.” ;-).
From there we designed a media plan and the different tools hanging from it to reposition the brand: five creative concepts and hundreds of pieces. Spots. Radio. Social media. Press. And out-of-home.
A fresh, current, approachable tone. With a flexible typeface that follows it and adapts to it. Type that stays in play so you never end up offside. Because in a scenario where everything changes and the world never stops, you have to transform so you don’t fall behind. In other words: outside the área.
“We are very happy with the results achieved thanks to the campaign.” We managed to exceed the enrollment targets in all six courses, in some cases even doubling the number.
