PRIMO: a fable branding

PRIMO: first trade marketing agency in Paraguay

A story that I love to read to Gaia, my daughter, is the story of the Lion and the Mouse. You never know the twists and turns of life in advance. And the creation of this logo and this brand has something magical, like a story with a moral.

It turns out that my first cousin Leandro wanted to create the first trade marketing agency in Paraguay. Cousin because he is the son of my mother's brother. First, because at that time there was no such agency in their country.

Lean has always been a fun guy who works with precision, rigor and consistency. The cousin has a nice combo. And, for this specific project, he had a very clear idea: "we are the winning team, because with a good client and our agency, success is assured." And so he brought Martín and me (yes, another great project from the great Martín De Cabo), the fable of the mouse and the lion: https://www.youtube.com/watch?v=Aj2qO-CrAFY

In the brief there was a request to create contrast, to involve the fable, to generate impact with the message “unity is strength.” And the result was a strong and lively brand, which integrates the wonderful concept of the fable with the promise that this agency came to make to the client.

The final work was made up of the isologo, palette and color variants, typographic pack and basic applications for digital channels. As a bonus track I put together a presentation in Prezi that was used to go to market.

As Creative Director I was in charge of:

➜ Call Martín as art director
➜ Prepare the brief with the client
➜ Develop brand storytelling
➜ Coordinate the project in general
➜ Present the process to the client
➜ Design the presentation in Prezi