Vivo
Client
Vivo
Project
Brand Guardianship and visual identity refresh (2016).
Credit
Team work developed by Lambie-Nairn.
Evolving Brazil's Leading Telecom Brand for the Digital Era
CONTEXT - As Brazil's leading telecommunications company, Vivo evolved its brand to support a new strategic positioning under the promise "Viva Tudo" (Live It All). The transformation reflected the brand's ambition to become a more digital, customer-centric, and multi-platform experience.
CHALLENGE - Refresh the visual identity to express the brand's evolution while preserving its strong market recognition. The new system needed to increase flexibility, improve consistency across digital and physical touchpoints, and create a more contemporary brand experience.
APPROACH - Helped redefine the visual identity system by simplifying the brand's design language and establishing purple as Vivo's distinctive proprietary color. The previous three-dimensional visual assets were replaced with a cleaner, more flexible aesthetic, supported by an expanded color palette, new gradients, graphic elements, and a bespoke iconography system. Together, these elements created a scalable identity capable of adapting seamlessly across multiple communication platforms.
OUTCOME - Delivered a modern and cohesive visual identity system that strengthened Vivo's digital-first positioning while providing greater consistency, flexibility, and recognition across its growing ecosystem of customer touchpoints.
