"Tupy's Startups Acceleration Program was born out of a movement that believes in the strategic importance of supporting and fostering innovative technologies, products and solutions to generate shared value between organizations, society and the environment."
Tupy's Startups Acceleration Program was born out of a movement that believes in the strategic importance of supporting and fostering innovative technologies, products and solutions to generate shared value between organizations, society and the environment.
Therefore, ShiftT's objective is to accelerate startups with business models and disruptive technologies, strengthening the innovation ecosystem and sustainable development, through the connection between entrepreneurs and the company that has been a reference in the cast iron segment for over 80 years.
The verb “shift”, in English, expresses the concept of change, movement, typical of the creative energy present in startups. The capital T connects with the company name. Also, the keyboard shortcut Shift+t = T denotes enlarging something. By putting both concepts together, we have a name that conveys change – both for startups and for Tupy – and the expansion of an idea or a project. The symbol, on the other hand, refers, in its shape, to the triple helix, a collaborative model widespread in the midst of innovation.
When developing an innovative project for a traditional company, it is essential to be respectful and careful to look to the future without ignoring everything that has been built so far. In ShiftT, it was necessary to balance the company's consolidated history with innovation, opening a dialogue to a modern external audience, without disconnecting with the essence of TUPY.
ShiftT is a brand that was born knowing who it is and what it wants to build.
The development of the new brand is part of an innovation plan divided into two stages: generating solutions for internal needs and investing in new businesses to expand opportunities. For this, Tupy Up was created, an internal development and innovation area.
ShiftT is part of this larger movement that connects Tupy to business innovation and the future. Therefore, the branding study included an immersion process about Tupy Up and the context of Brazilian Startups.
Siamo Studio researched the brand's identity, proposition and promise, which would serve as the basis for the brand's DNA and for ShifT's Brandbook. The exchange of information and workshops with the client were also very important to define how this brand should behave and show itself to the market.
In addition to branding, Siamo managed the agency responsible for developing the site, coordinating points such as the visual identity of the page, navigability functions and content.
We named the new startup acceleration program of the multinational Tupy and developed its entire visual identity and Brand Strategy, in addition to collaborating with the structuring of the website – the main point of contact for startups with the company.
Brand Strategy, Naming and Copywriting: Pedro Cizoto
Art Direction: Ana Paula Megda
Design: Rafael Busmayer and Ana Paula Megda