Federation of Canadian-Brazilian Businesses (FCBB) is an organization that supports business between Canada and Brazil, mainly offering a reliable and suitable network for each client.
Federation of Canadian-Brazilian Businesses (FCBB) is an organization that supports business between Canada and Brazil, mainly offering a reliable and suitable network for each client.
While working for FCBB, I realized that their social media identity was not heavily focused on their target audience: Brazilian startups or small businesses looking to establish a business connection with Canada.
This was an opportunity to offer a fresh approach to Facebook, Instagram and LinkedIn based on their specific audience. The new identity became less corporate and more humanized. The aim was to be more welcoming, friendly and trustworthy to entrepreneurs looking for guidance to expand their business.
The new identity started with a better understanding of FCBB personas, focusing on who they are, what their goals and prospects are and what challenges they face on a daily basis.
The research indicated that the target audience wanted to feel safe to expand their business abroad. Another key point observed was that they did not feel represented by a rigid corporate brand; they showed more flexibility and progressive ideas.
Organic patterns and decorative buttons were incorporated into the design. The content suggestions included customer testimonials, useful business tips and some fun facts about Canada or Brazil – not just business related. The colour palette and company fonts remained unchanged as requested by managers, but I worked with gradient variations and the establishment of a solid type hierarchy.
As the FCBB is an organization that works exclusively with volunteer work, the turnover of team members is high. Considering this, the new solution needed to be simple and easy to learn, so that any newcomer could produce high quality pieces without struggle.
To address the high member turnover situation, I offered different templates for each content that should keep the visual presence consistent. In addition, I provided a component library where single elements could be changed if necessary to attend further needs.
The managers were involved in every step of my proposal and were choosing the best paths for me to continue the process. The pieces below are the ones chosen by them.
