A GROUP OF INVESTORS FROM THE MID-WEST OF BRAZIL SAW A BUSINESS OPPORTUNITY when they identified a gap in the national market for quality products on fleets communication technology. The market was asking for innovation in the supply of tracking, monitoring, telemetry and logistics products. They decided to launch a new company and believed it would only need the development of a name and a logotype. However, Saad soon realized that a broad branding project would make the new enterprise more competitive and prepared it for new challenges.

For Privia, it was necessary to highlight the energy of its essence, the innovation of its products and the connectivity of its solutions, keeping the future-oriented approach that is inherent to the brand. The intense process of research, analysis, and discussion made it clear that the company’s positioning was “guaranteed communication at everytime, everywhere”, which later became the tagline: Everytime, everywhere. The solution was found on the dots of the “i’s” of the name, Privia, that move around the brand with no fixed position, appearing on each piece on a different place of the grid, matching perfectly with the brand’s positioning. The visual identity has a broad, flexible and dynamic language that refers to data communication and translates the main attribute of the brand: energy.

The project developed by Saad oriented every area of the company. It compiled all of the branding aspects, like the creation of the name, identity, online and offline graphic pieces, besides launching and activation strategies — a set of cohesive elements was developed for the brand that allowed the company to launch itself in the market in a much stronger, competitive, and consistent manner. Five years later, the branding project resulted in a ROI of 3068% and Privia became the leader with a 70% market share among gas transportation companies in Brazil.