MAPFRE
COMMERCIAL COMMUNICATION * SOCIAL MEDIA
My first job as art director at MAPFRE was to propose a new brand identity for commercial communications. MAPFRE has a specific area for communicating with commercial employees. They work through periodic newsletters and a Whatsapp channel with posts every week.
MAPFRE tasked me with bringing a new visual identity working with 3 pillars:
MAPFRE tasked me with bringing a new visual identity working with 3 pillars:
More people - MAPFRE is a company that cares, so communication needs to show this to employees, and make them feel this important asset of the brand;
More modernity (but without losing the classic way of communicating) - As a company that has been around for years, MAPFRE wanted to present a modern layout, but without losing the old information structure;
Clearer information - Using a combination of clear typography and photos of people, my goal was to inform people as clearly as possible.
More modernity (but without losing the classic way of communicating) - As a company that has been around for years, MAPFRE wanted to present a modern layout, but without losing the old information structure;
Clearer information - Using a combination of clear typography and photos of people, my goal was to inform people as clearly as possible.
Here is the old newsletters, from MAPFRE
Below you can see the results. I worked on a layout based on the 3 pillars, but thinking about an adaptable design to work with the different types of subjects presented in the newsletter.
For example: the first image below is a communication about a delicate subject, the climate events in Rio Grande do Sul - Brazil, so the team chose not to use an image to represent this moment, working only with one color in the header.
For example: the first image below is a communication about a delicate subject, the climate events in Rio Grande do Sul - Brazil, so the team chose not to use an image to represent this moment, working only with one color in the header.
With the same purpose, I worked on some other materials to make up MAPFRE's entire communication portfolio with employees. Below you can see the before and after of some of these materials.
CNO - CATALOG - Before and after
Two different foldering brochure, for business communications
I worked with other types of materials for this client as well, but these are the ones I can share with you.
