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Responses by João Ferreira, lead designer.

Background: Based in Panama’s Arraiján District, Celero is a telecom company that provides telecommunications and IT solutions for individuals and businesses alike. The main goal of our project was to develop an identity and visual system that conveyed the young spirit of the brand.

Design thinking: Sometimes, I believe that design without process and investigation is purely speculative. We started the project by collecting the briefs and conducting some interviews and conversations with Giancarlo Stanziola, the chief executive officer of Celero. From that, we began to internally conduct market research to understand the visual codes seen in the market and competitive scenarios in which the brand would be inserted. We also sought to understand Celero’s target audience and their consumption habits.

With all this information in hand, we began the project’s visual research stage. Collecting references that could translate the brand attributes we’d learned in the immersive stage. We knew from the beginning that the brand should translate some elements, such as proximity, circularity, agility and playfulness. With moodboards, we created two possible routes with varied references that, in the end, would communicate the brand’s purpose. And with the routes defined, we started the process of defining the design principles that we would adopt: circularity, proximity and simplicity.

Celero has a very circular name, and we used this feature to our advantage. The circular elements communicate more about the functional attribute of the brand: internet and telecommunications services. From that, we were able to visualize some graphic patterns that we would later develop. For proximity, we had already understood the possibility of using circles, so we understood that the brand’s animated behavior could derive from the interaction of these graphic elements in a modern, technological way. We also wanted to develop a simple, flexible and adaptable logo that could, if possible, connect with the typography we would develop for the brand.

With the process and design principles in hand, we were able to dive into a more effective branding process, knowing which visual language to adopt according to the moodboards and which elements we would use to build the system. Everything else happened in a much more controlled way—and less chaotic, I believe!

Challenges: By far, the most work ended up being in the construction of the symbol. I first wanted to build something with a C that would give me the opening to use a monogram in isolation, as an app icon or favicon. The problem is that, in every invention we made on the letter C, we thought it seemed aesthetically unpleasant. After four or five intermediate versions of the brand, we finally landed on our solution: making a C through color differentiation. It was like finding the pot at the end of the rainbow. I’m immensely grateful to my designer friends who put up with me for a few weeks while I kept asking for opinions.

New lessons: As designers, we learn something new in every project! In this project specifically, I have three takeaways: The first was adapting my process for a foreign project. This taught me a lot about how creating in-depth graphic design can still be viable and possible through remote working. The second was looking for a strategic design process beyond just visuals to achieve the company’s objectives. The third and last lesson actually came after the branding was finished and approved by the client. When I put together the project for portfolio, I made several changes and fine adjustments so that the case study would incorporate all the possibilities of the identity’s visual language.

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