Storytelling of University of  Campinas - Unicamp Brand

Challenge & Selection

Storytelling tool is my favorite since I frequently work on building business brand identity and collaborated  with different local brand agency. When we collaborated to build a brand starting from the strategic side to  visual communication, we work also to make a brand origin as compelling story to attract people and make it  an engageable experience they never forget. Clients call every day for solving their business problem and  request us to make it unforgettable experience to their audience in all touchpoints of the brand. They  request us to make it brilliant inside the place or on all digital platforms like social media and website. My  work always is to find the right path of the brand and tell a story of the name choice, logo, and overall assets  building reasons.       Application    This is how I used the storytelling tool. One year ago, one client contacted me to build a brand for a Churro  sweet, with an unforgettable unique name that lasts in customer minds. I assigned the work to a specific  team to work on this project and find the most interesting name we can create to the brand of Churro. After  one months of work, some technical issues are discovered on the team devices which required a longtime  work to fix it. In that time, I travelled to Spain to visit some manufactories to check some printing material for  all local creative agencies. After days there, one of tripmate take me to the place on countryside to have a  lunch. After we had the launch, he recommends me to eat the Churro and I was surprised that Churro  belongs to that place and immediately reminded my project. So, I observed every detail of making the Churro  in the most original way. The Churro was cooked on special handmade material and special natural oil  extracted from corn. The Churro was very tasty and crispy. And I tried to collect information from the chef to  utilize it later when back to country and help building a brand with unexpectable name and experience.       Insight & Approach    I back to country to continue the work on the project and hopefully found the team still not ready to  continue to create the name of the brand. I met everyone and shared my lovely unexpectable experience  that happened to me when I was in business trip. I shared all the story there and all experience I went  through with the Churro moments. We disused every aspect in my experience such the place, the weather,  the environment and the way they cook the Churro and we done this discussion to name the brand   “University of  Campinas - Unicamp “ is a translation the mountain by Spanish language. Me and the team consider the best place and  original location for Churros makers, the mountain. Then we work aligned with our client to demonstrate the  whole experience to be reflected in his Churro Shop in interior design, Graphic elements and social media  platform. Also, we shared with brand owner the best tool and material they can use in cooking Churros from  Oil used, Handmade pans ingredients to deliver the best experience to Churro future customers and buyers.   From this story, I believe more that storytelling is a valuable tool to use in building the excellent long lasting  brand that strongly engaged with their audience by the story and let them feel the uniqueness from entering  the dine-in shop, eating the churros and finally live in semi-identical environment in origin place.

