Ariel Marcos - Branding

Who Am I

Hello, nice to meet you, I’m Ariel.

I’m a creative strategist who seeks in continuous learning the opportunity to grow more and more. I believe that simplicity combined with creativity has great transforming power in contrast to such a complex world.

My purpose is to help brands not just be empty speeches, but rather more human, deep and authentic reflections of what a company or person does and believes. And to achieve this purpose, I look for the best and truest in the essence of each brand to show the world in the most captivating way possible.

A little bit of my journey so far

I graduated in Advertising from UFPR and started my career in 2009 working as Art Director in some of the main agencies in Curitiba, Brazil. Since then, I have accumulated experience in the field of advertising, web design and graphic design in general. In 2017, I decided to focus my efforts on Branding, an area that I fell in love with and started to study in depth, with the aim of combining the strategic part with the creative part of the brand building process.

Discover some of my design work here.

methodology

My process is based on a simple, adaptable and easy to understand methodology. I believe that for a brand to provide a unique experience for its audience, it is first of all necessary to have a unique view of its business itself, so I try to select the most appropriate tools and dynamics for the needs of each one. Below is my brief brand building process:

Immersion & Diagnosis

Before any strategic decision for the development of a brand, it is essential to understand the business, the differentials, the public, the competition and the market in which it operates. This stage consists of research, in-depth interviews, studies and analysis of a large amount of information that will guide the strategy in the most appropriate direction.

Strategy

Development of identity, values, personality, attributes, DNA, archetype, market positioning and any other pillars that are relevant to the brand. Despite being very logical and based on the raw discoveries of the immersion, at this stage the creative side also begins to show up, where the best among several paths will be chosen so that the brand stands out.

Materialization

It is here that the brand begins to come to life through name, logo, visual and verbal identity or any other language patterns that will serve as a basis for the development of communication pieces at all the points of contact with your audience. The objective is to represent in a creative, relevant and consistent way everything that was defined in the strategic stage. We bring the brand positioning to life to start building the desired perception in your audience’s mind.

Management

There is no point in having a brand with an impeccable strategy and language if it is not well managed. It is essential to define the structure, team and resources involved to ensure that the brand is always properly communicating the positioning and intended image to the public. Metrics, policies, brand manuals, identity systems, hierarchies and processes are some examples of guidelines that can be developed at this stage.