Client:
CALI CHAMBER OF COMMERCE
Year:
2018
Country:
COLOMBIA
The Cali Chamber of Commerce is one of the most important public-private organizations in southwestern Colombia. In 2014, the company commissioned the design of a new logo (Misty Wells & Zea Asociados), which would reflect its projection to the future and new guidelines under the line of new and recent leadership. However, the logo had fallen short in its projection. Thus, in 2017 we developed and implemented guidelines of identity and brand communication, managing to strengthen internally and externally the close, challenging, and global image that the organization had been strengthening and building together with the companies of the region.
Develop a system that articulates all the leading actors of the service units, programs, and events, which allows to significantly optimize the workflow, the coherence of contents, and the development of communication material across all platforms.
Together with the project leader of the CCC, we defined three key insights that would help develop the system:
are large companies, with experience and experience in the market.
The company is achieving this in coverage and new points of attention.
About 80% of CCC communications are made via digital platforms.
are small- to mid-sized businesses, which need much more attention.
Align all allies with a new approach to service.
We set out to generate empathy through different mechanisms.
It is the meeting between two or more people, who make up the organizations, that make possible the exclusively human activity of the economy, to be a reality. We understood then that the CCC is a bridge, a connection, a promoter of encounter so that the best opportunities are allowed to be discovered by entrepreneurship.
We distribute the color palette according to the particular and general needs of the organization, splitting in two its implementation: The main set for corporate situations and a secondary one, for specific segments, such as the training area.
Corporate communication
System Add-on
We accompanied the Amplesoft typeface with a new family, the FF Nuvo, which will complement the system by articulating new functionalities ideal for the constant editorial projects, reports, and publications of the CCC.
From sugarcane to Mio transport were considered into the system – Local icons, recognizable and at the same time global.
These are the morphologies with which the whole system is articulated. These guides allow organizing more practically a briefing which was developed by the design team.
Corporate communication was a priority, organizing basic inputs, brand architecture, nomenclature for programs and services, and institutional signaling.
Parallel to the identity system, we designed a signaling manual that aimed at a rapid and therefore affordable implementation, to cover the entire structure of the CCC facilities. Likewise, the system allows covering all employees, assigning their names to their workspaces, positively impacting the relationship of the organization with its entire team
The design of the CCC identity manual concentrated its content on being clear, encompassing all the areas and points of contact that are related to the close management of the brand.
