MOL Impacto Rebranding
A rebranding that marks the evolution of the business from Editora MOL to MOL Impacto, a consultancy that guides brands along their own path to social impact.
Fine adjustments were then made to the logo, which gained straighter and more defined angles, providing more maturity and precision, thus connecting to a more corporate language, without losing its original essence.
The concept of waves and their reverberation effect were incorporated into the solution, reinforcing the idea of amplitude and gradual growth through consistent and collective action.
// The challenge
After almost two decades of operation, Editora MOL celebrated the title of largest social publisher in the world, accumulating unique knowledge in the third sector and totaling more than R$65M donated through its socio-editorial products. With the market's growing demand for solid and comprehensive strategies linked to ESG, the ideal context for business evolution has arrived.
The rebranding challenge was to prepare the company for the expansion of its service verticals, in a business model that offers experienced consultancy to design complete donation journeys, with end-to-end strategies.
// The solution
The starting point for the repositioning was the change of name to MOL Impacto, a powerful concept, which separates the business from a purely editorial segment and gives light to a broader and strategic promise: to guide brands along their own path to social impact.
Fine adjustments were then made to the logo, which gained straighter and more defined angles, providing more maturity and precision, thus connecting to a more corporate language, without losing its original essence.
The concept of waves and their reverberation effect were incorporated into the solution, reinforcing the idea of amplitude and gradual growth through consistent and collective action.
// Verbal and visual universe
To create a dynamic and vibrant visual universe, different assets were developed, which include organic shapes and graphics based on the logo concept and a cheerful and contrasting palette of secondary colors.
Finally, a new, more abstract and mature pattern of illustrations was defined, which would move away from the cute stereotypes of the donation segment and expand the creative range. The photographic language explored concepts such as diversity, positivity and positive legacy created by the brand's actions.
// Communication
We designed communication pieces that feature dynamic and vibrant compositions, which stimulate emotional connection, without losing the corporate tone of a consultancy.
Communication templates were created for different contexts and channels, including studies for social networks, digital pieces, presentations, stationery and ambiance, guiding the brand's expression in a consistent and comprehensive way.
This rebranding project evolves different elements of the brand's visual and verbal identity, including logo, visual system and templates.
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Year: 2023
Client: MOL Impacto
Brand Strategy: Pedro Cizoto
Copywriting: Ju Farias, Pedro Cizoto
Art Direction: Rafael Busmayer
Graphic design and illustration: Rafael Busmayer, Ana Dornelles
Motion-graphics: Victor Balestrim