Grupo Fictor
An economic group working in Brazil's essential industries needed a digital presence that matched its size.
The challenge
Grupo Fictor was growing fast, with new business units appearing and every channel speaking differently. It lacked a visual language that could unite the group and convey solidity, innovation and closeness at the same time.
The solution
I started from the brand's essence, the arrow as a symbol of movement and future, and built a cleaner, more contemporary digital look, with photography of real people and places and green as the signature colour.
I built the brandbook with guidelines for six new business units and art-directed the new website alongside partner agencies, from the brief to signing off the screens.
An arrow that connects everything
The logo's arrow became a line of green light that runs through the photographs, linking people, fields, cities and industry. A simple device that makes any image recognisable as Fictor, from agribusiness to financial services.
The brand introduces itself
For the launch, I designed story sequences that explain who the group is, what it believes in and where it operates. Each series has its own rhythm, but all of them follow the same system of colour, typography and graphics.
A website worthy of the group
I led the creative direction of the new website with partner agencies, from the brief to signing off every screen. The line “Together, we are the future” opens the experience and sums up the new positioning.
A feed with identity
On the feed, the new language comes through in photography of real people and places, clean typography and green as the signature. The result is a grid you can recognise from afar.
The result
A cohesive visual ecosystem where website, social media and corporate materials speak the same language and reinforce the group's positioning.
