Founded by creative leaders Fbio Simes and Pedro Burneiko, MAAR arrives on the market, a design company that positions itself at the intersection between human creativity and artificial intelligence. Born in the age of AI, the operation seeks to redefine the design process, seeking to create brands that are modern, adaptable and prepared for the future.
The world continues to evolve at an unprecedented pace and with this, there is an increasing need for brands to adapt, grow and resonate with their audience. We at MAAR arrived with the intention of tackling this head on, offering a set of design services that combine the precision of AI with empathy and insight into human creativity, say the partners.
For Fbio, both his and Pedro's previous experiences revealed that creating something also requires being aligned with the evolution of social changes, behavior and technology. In this sense, he states that building a company from scratch, which served brands in a light way, made more sense than trying to rebuild heavy structures.
My experience, particularly at Nubank, showed me that you create and evolve your brand every day. And for it to grow, it needs to constantly increase its visual vocabulary. Pedro also faced this same challenge building the Enjoei platform, having to produce a huge amount of assets to ensure consistent growth, adds Fbio Simes, co-Founder and CCO of MAAR.
Innovating in brand design
MAAR's approach to distinctive brand design. With a focus on generative branding, high-definition prototypes and dynamic branding systems, the company is not only looking to design for the present, but also to build the future of branding.
“We were born in the age of AI with the belief that technology, when used with purpose and in conjunction with human talent, can produce extraordinary results. Our goal is to provide tools for brands to grow consistently and dynamically through constant evolution and adaptability,” Simes said.
Born from a challenge
In partnership with Talent, MAAR reformulated the look of Claro's communications, building a complete ecosystem that consistently brought innovation to all points of contact. With the challenge of giving new meaning to the entire design system of a consolidated brand, the project gave more protagonism to its icon, developing a new application of colors and typography, dynamic AI guides for retail and a proprietary formula that will feed and contribute to leaving Claro is alive and pulsating.
The entire process was developed using artificial intelligence, from the creation of the photo shoot, with the casting system, costumes and acting, in addition to the lights and shadows in the composition of the photos, to the location design, ambience of the initiatives, be they campaigns , activations, stores or films, with screens on all surfaces. Furthermore, the company transformed the Claro icon, without letting the brand lose its essence, maintaining the rays, but transforming its center into a living element; and created a dynamic branding system that can generate icons according to the brand's needs.
Services prepared for the future
Instead of simply offering branding services, MAAR has created a series of products that package design solutions designed with the point of view of the situations that brands and companies face.
“Our products and services are organized into blocks based on customer needs and their specific moments. This is how we bring simplicity and efficiency to the complex brand design process”, concludes Pedro Burneiko, co-founder and head of Design at MAAR.
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