/ Harvest

Sector: Finance & Consulting,

Year: 2015

Country: Brazil


Acknowledgement:

• 12ª Bienal Brasileira de Design Gráfico

About

Harvest is a Brazilian financial planning and coaching company. The brand focuses on planning and developing safe and comfortable plans for its clients to live in harmony with their financial life, offering the best solutions for creation, maintenance, protection and succession.

Our job was to develop a complete project from company name, brand positioning and every part of visual identity.

Approach

Being a company that plans and develops financial plans, the perception of credibility, respect and trust were our targets for building brand identity.

We analyzed and categorized different types of perceptions and, among several alternatives, the metaphorical way allowed us to reach better extensions and to have authenticity and mainly, enabled us to arrive at a name and an identity that evoked the essence of the company.

The name creation was based on 3 main factors: International performance, where we privilege the phonetic and graphic quality of the name; The perception of credibility and, finally, within the strategic field, we develop a name that conveys conceptually the future safety that the company offers.

The identity project was a natural reflection of what was thought for the name, however, we worked with elements that represented at the same time something that could generate peace and comfort, the "windmill" as a graphic element, and on the other hand we also use a monogram as an element that goes back to the most luxurious universe of the brand's customer profile.

Results

Harvest is not the kind of company that presents itself in a conventional way to its customers, using social networks, conventional media and etc. It is a company with a very restricted customer profile and who cherish the anonymity and discretion of their business. However, from what can be measured, the project was implemented with great success and acceptance by these clients. The perceptions gathered were the ones desired: Harvest is a trustworthy company, guarantees me a future with peace and can help me to satisfy my consumption desires.

NAMING

 

As a company that plans and develops financial plans, the perception of credibility, respect and trust are our targets for building brand identity.

 

We analyze and categorize different types of perceptions and, among several alternatives, the metaphoric way allowed us to achieve better extensions have authenticity and mainly enabled us to reach a name that evokes the essence of the company.

 

Our appointment to the choice of a name was based on three main factors: The international operations, where we focus on the phonetic and graphic quality name; The perception of credibility and in the strategic field, develop a name that conceptually convey to future security the company offers

 

Harvest was chosen for answering effectively to the 3 factors, being well perceived and received with adjectives like: education, power, respect, knowledge. In Brazil, even the ones who didn’t know the translation had a good perception of the name. “Harvest” connects to the ideal of planting to collect, in the sense of development and wealth planning, and, for the ones who didn’t know, it was associated to education, economy, knowledge, positive imposition of respect.

 

To conclude the semantic sphere and build the verbal identity, the tagline closes metaforically with the emotional aims for the ones who work in Harvest: For a safe tomorrow

VISUAL IDENTITY

 

Through the visual identity, we wanted to build the perception of trust to the clients being friendly, elegant, strong and authentic. To bring all these atributes together, we developed different brand elements to transmit several sensorial assimilations.

 

Harvest has its atributes reflected through the brand’s actives (name, identity) and, along with that, a strong capacity to achieve and act internationally, with a positive perception and a value perceived for the work in the brand.

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