The project, which took 22 months to complete, puts a dot on the i, absent in the brand’s history, and the color orange gained prominence
To begin the celebrations of Ita Unibanco’s centenary, the marketing team led by director Eduardo Tracanella spared no effort to bring to life the concept Made for the future and the rebranding that brought protagonism to the color orange, after a few years with the blue background and yellow typography. The project also puts a dot in the i, which is absent in the brand’s trajectory.
The expression referring to date, however, does not extinguish the tagline Done with you, which will be used in other actions. After all, the bank likes to emphasize its interest in being at the service of its audiences: external and internal.
The 100 years pipeline will have advertising (campaign with Madonna, Ronaldo Fenmeno and Jorge Ben Jor, for example; on air in the next few days), promotions, internal marketing and sponsorships. Last week, before going to the media and social networks, the 90 thousand employees, around five thousand in person, followed the explanation about the strategic changes in branding.
The identification with what was presented, in Tracanella’s words, was immediate and some of the values brought in the logo show that Ita’s culture is written not on perishable paper, but in stone. In fact, the word Ita originates from Tupi-Guarani and means black stone.
The film, which is being shown on media channels, shows the stone’s trajectory throughout history, which begins in 1924, when businessman João Moreira Salles wins the grant to create Casa Moreira Salles, the future Unibanco. In 1943, in São Paulo, Alfredo Egydio de Souza Aranha founded the Central Credit Bank, today Ita Unibanco. We opted for the oldest date, summarizes Tracanella.
The ritual of the first action involved boldness in defining the media plan. The presentation of the film took place on TV Globo’s prime time during the soap opera Terra e paixo, on the 6th. The film shows the new identity created by the bank’s design team, under the coordination of head Clayton Caetano, who received support from the company Pentagram. In addition to people smiling and socializing, playful and emotional content makes tangible the consistency that the bank proposes to achieve results through humanized relationships.
In football, instead of the traditional little ball that notifies when there is a goal in other matches, the new logo appeared on the small screen. Globo also paid tribute to the bank for its 100th anniversary, highlighting its 21-year partnership as a shareholder in the Football project. It was a surprise. Nothing was agreed, says Tracanella.
In addition to Pentagram, NIdeias, by Nizan Guanaes, and the agencies Galeria.ag and Africa Creative participated in the strategy. One floor at Ita was reserved for meetings and definitions. There was no division of tasks. We work together towards a common objective, highlights Tracanella, remembering that the media strategy on December 6th also included an OOH action involving a total of 47 thousand screens, of which 27 thousand were digital in cities such as So Paulo and Rio. of January.
