Academia Internacional de Coaching
 
The Academia Internacional de Coaching is a teaching institution based in Goiânia, Brazil.  
They develop and teach coaching formation classes.
 
THE GOAL
 
The goal of this project consisted of a natural evolution where several companies are renewed: The repositioning of the brand through its identity to improve the perception of the segment. Our intention was to create the image of an institution of respect, reliable, transforming and to convey any aspect / international potential of the Academia.
 
We made a long immersion to understand this market and its different perceptions to meet all the project's purposes. We generated, from this immersion process, a strategic diagnosis that evaluated different problems (name, sales tools, student experience process, experience and coaching process), various opportunities and various contexts within this niche market.
 
Briefly, a few conclusions:

We diagnosed in a brief quantitative research, that the coaching formation and what coaching is not very positioned in the mind of a great public interest. To inform and spread the best throughout the segment, we designed a strategy that through an inviting editorial line and a more inspiring verbal identity, could a didactic and significantly provide training in coaching.
Being a seemingly  "new" niche market in Brazil, the use of the term "coaching" to describe professions and professionals is often trivialized; To distance this trivialization visually affirm the joint expertise / professional gym with an image of a consolidated institution. Our main semantic reference were the North American universities


 
NAMING
 
An actual obstacle from the points of contact was the perception or the confusion that caused the names in the segment: both textual common practice as the signing of the institution was AIC, which stands for International Academy of Coaching. The practice of descriptive names and the use of acronyms such as logo / symbol caused the identity of the companies to bevery confused. We did a study for this point of contact assessing the verbal and visual use of the name and, during this process, we came to rehearse a name change, which would have a more humane position and a different name among the other names of the competitors.
 
During the evaluation phase and perception of this new name, we identified that the descriptive characteristic "International Academy" could attract greater interest in the institution. Following this evaluation, we decided to continue with the descriptive name, but vetoing the use of the acronym AIC in order to continue with the name without creating nuisance even close to competition. In text, we will always call the company "Academy" to be brief and logo, we use the entire name as a graphic signature.

Brand Architecture and Strategy

We organized brand architecture structure for each steps of their training courses, considering them a brand architecture to facilitate the understanding of the training process because without a unified identity, the formations seemed different courses and not a graduation process.
An important foundation that justified the creation of identity was the representation of an international educational institution that exceed the physical barriers (cultural characteristics of one region) with a good independent positive perception of where the Academia is acting. From this line of thinking we did semantic choices combined with a good aesthetic and design, represent teaching, wisdom, team, school, freedom. Our main reference: The Greek aesthetics.

 
 
 
Diagnosis
 
We diagnosed in a brief quantitative research, that the coaching formation and what coaching is not very positioned in the mind of a great public interest. To inform and spread the best throughout the segment, we designed a strategy that through an inviting editorial line and a more inspiring verbal identity, could a didactic and significantly provide training in coaching.

Being a seemingly  "new" niche market in Brazil, the use of the term "coaching" to describe professions and professionals is often trivialized; To distance this trivialization visually affirm the joint expertise / professional gym with an image of a consolidated institution. Our main semantic reference were the North American universities.
 
 


 
 
 
BRAND ACTIVATION
Brand touchpoints developed to introduce the new brand to their existing audience, 
which contain the new brand values and essence as the key atributes in focus.
 
 
 
 
 
 
 
One of the steps from our workflow is the activation of the brand and in this project we developed an extensive process to strengthen the new positioning of the Academia. We have gradually worked in brand awareness process by developing new communication tools, expanding its identity and ensuring a cohesive communication within the DNA of the Academia. Among the many brand touchpoints, digital marketing has been a dominant basis for creating brand awareness internationally. We are working together with the Academia to develop their in social network presence, and the strategic decisions made resulted in brand engagement growth of 485% since we started the activation process. This result shows analytically the result of a new brand perception.
 
PT/BR
Um dos passos do nosso Workflow é a ativação da marca e neste projeto contamos com um processo amplo para fortalecer o novo posicionamento da academia. Temos trabalhado gradualmente no processo de conhecimento de marca (brand awareness) desenvolvendo novas ferramentas, expandindo sua identidade e garantindo uma comunicação coesa com o DNA da Academia. Dentre os diversos pontos de contato, o marketing digital tem sido um base dominante para criar o conhecimento da marca internacionalmente. Estamos trabalhando junto da Academia em sua atuação nas redes sociais, e com as decisões estratégicas tomadas o engajamento da marca cresceu em 485% desde que começamos o processo de ativação. Resultado este que mostra de forma analítica o resultado de uma nova percepção de marca.
 
 
 
 
 
FOLLOW US: 
Facebook: www.facebook.com/brbauen
Instagram: www.instagram.com/brbauen
Twitter:  www.twitter.com/BRBAUEN
 
CREDITS
Creative Direction / Design: Braz de Pina & Rodrigo Francisco
Brand Strategist: Luís Feitoza
Design Development: Verônica Sauthier & Murilo Pascoal 
Social Strategist: Frank Michael
Web Writer: Ana L. Machado
Front/Back End Development: Onest.work
Print Production: Cirgráfica
 
AIC - Brand Design
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