Creative Director and
Brand Strategist
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Quintessa (ImpulsiONar Program)
Type of project
Communications strategy
Date
2023
Link
Role
Co-create the brand positioning strategy, developing tone of voice, key messages, personas and communication guidelines, as well as organizing planning, graphic briefings and video scripts
Challenge
The ImpulsiONar project was a pilot program with a variety of stakeholders, from the most familiar to the project's complexity. The biggest challenge was to simplify the message to the project's stakeholders through a communication strategy.
Credits
Brand Strategy: Amanda Tolintino
Copywriting: Amanda Tolintino and Renato Coelho
Project Management: Rhana Érika
Art Direction: Aurora Jamelo
Video Editing: Eva Mattos
Coordination: Bruna Monteiro
Communication Strategy: Renato Coelho
The ImpulsiONar Program was an initiative funded by the Lemann Foundation, Imaginable Futures, and IDB Lab, carried out in partnership with Quintessa and the Reúna Institute.
The objective of the project was to create a communication strategy to facilitate understanding of the program and its implementation among all stakeholders, including teachers, students, education departments, and others. The project involved creating content in various formats, scripts, and internal documents to guide the proper implementation of the strategy with the client.
The work was carried out in partnership with the Ganda Lab Criativo agency, which was responsible for the account.
What was done
The developed strategy adopted:
1) Diagnosis and research: Together with the client, we conducted a study of the stakeholders who needed to be impacted by the project's communication and proposal. During this process, research was conducted to better understand their context, profile, and language affinities to understand the communication challenges.
2) Communication strategy: The strategy involved developing personas, tone of voice, key messages, value proposition, guidelines for distribution channels, implementation schedule, and content strategy creation.
3) Content creation: One of the main platforms determined by the campaign was the creation of a YouTube channel, aiming to centralize the videos that would be shared with the target audiences. Using educational language and attractive visuals, the scripts were developed considering both the visual component as a communication tool and the narrative and communication with the audience.
