(Overview)
We executed a comprehensive brand refresh by creating a complete visual universe. We reimagined and emphasized Claro's icon, developed new color and typography applications, created AI-driven retail guides, and built a proprietary visual formula that will keep Claro vibrant and relevant indefinitely.
(the sun, imagined by AI)
Claro's most valuable asset is its logo: the sun. We reimagined this icon while preserving its essence—maintaining 2D rays while transforming the center into a dynamic element. Using AI, we generated hundreds of design variations quickly, exploring possibilities that would have been impractical to create manually. This adaptive sun works across products, messages, channels, and applications, enhancing brand connection while reinforcing Claro's commitment to technological innovation.
(Photo Shooting in AI)
An energetic, solar brand requires a well-defined visual language to maintain consistent values across numerous daily communications. Using AI, we developed a system for casting, costumes, performance, and light/shadow management in photo compositions. This approach infuses emotion and warmth while naturally incorporating the color palette, resulting in a unified brand identity that still allows for endless creative possibilities. The AI implementation created not only consistency but established a distinctive style that can now be replicated and improved for new projects, ensuring scalable brand evolution.
(Scenario design in AI)
Claro, a pioneer in the telecom industry, has consistently introduced innovative technologies. Effective communication of these initiatives requires adaptable scenarios within the brand's visual spectrum to ensure production agility. We designed an immersive, 360-degree digital environment with screens covering all surfaces, bringing a contemporary and adaptable tech aesthetic. This cutting-edge space enables swift production times and seamless integration of physical and digital actors, reflecting Claro's forward-thinking approach.
(Location Design in AI)
We redesigned—or rather, reinvented—the settings for brand initiatives, including campaigns, activations, stores, and films. This comprehensive approach created locations with precise placement of brand colors and props. These settings accurately represent various target audiences, brand moments, and diverse products, showcasing Claro's commitment to authentic, adaptable customer connections.
(Brand System)
Traditional static brand guides cannot keep pace with a modern brand's dynamic needs. We developed an adaptable system capable of generating assets based on specific requirements, along with a comprehensive, organized color palette model. Additionally, we implemented an innovative, dynamic design system reflecting the brand's vibrant, adaptable nature. This future-proofs the brand, ensuring it remains current, engaging, and prepared for continuous evolution.
(offer System)
We designed a modular system to organize Claro's extensive product range, creating clear information hierarchy. By combining typography and color studies, the system introduces greater communication adaptability. It effectively manages products, partners, and channels while preserving the brand's DNA, facilitating stronger audience connections. This system brings simplicity and consistency to Claro's visual communication, enhancing overall brand presentation.
