Create a clear and identifiable system that generates identification with the fan. Work on the brand so that it responds to the demands and consumption demands of its customers. Occupy space in the consumer’s mind on a consistent basis. Improve the perception of the Santa Cruz brand in several aspects.
Task
Created by Rubens Sousa Andrade with the aim of consolidating itself as its own brand, Santa Cruz developed the Cobra Coral project. Your new sports equipment supplier. This has been a trend among small and medium-sized Brazilian clubs, a way of offering fans greater identification with their uniforms, in addition to being able to increase their range of products and have a greater financial return on the entire investment.
The entire process was conducted in co-creation committees with the client, with the club’s executive committee and the executive team involved. Everything aligned in the construction of this story.
We went through an in-depth research process with fans, directors and altruists before defining the strategic guidelines for this Brand to effectively translate the club’s historic values.
He began a mission to make him more recognized by his audience and present in the market.
Thus, this management process brought the brand benefits such as increased trust with its target audience. Greater presence in the minds of consumers/fans. Greater value linked to the brand, and greater public loyalty through a good purpose that generates identification.
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Casuais
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Create a clear and identifiable system that generates identification with the fan. Work on the brand so that it responds to the demands and consumption demands of its customers. Occupy space in the consumer’s mind on a consistent basis. Improve the perception of the Santa Cruz brand in several aspects.
The Cobra Coral brand is formed by the image of its official mascot stylized in a clockwise movement, which becomes the symbol of infinity, thus making a reference to the prophetic phrase proclaimed by Alexandre Carvalho: “The Santa Cruz was born and will live forever” .
Thus representing an infinite bond of love between the Club and its fans, and the eternal passion of the choral fan for Santa Cruz.
Client
— Constantino Júnior
President
— Paulo Lima
Branding
Operation Manager
— Willam Duarte
Director
Creative Design
— Rubens Sousa Andrade
Designer