About the project

Our challenge was significant: to work with Votorantim, an admired brand with strong attributes linked to its history, and that is part of the country's development.

As soon as we began our project, we identified that Votorantim was undergoing a major transformation in its management model, restructuring to operate as a portfolio manager. A change that would directly impact its brand strategy in two areas: architecture and positioning.

Our first step was to rethink the brand architecture of the group, meaning the relationship between the brands of the subsidiaries and the parent brand, Votorantim.

After completing this stage, it was time to think about a positioning that could represent this new moment of Votorantim. For us, it was clear from the diagnosis that the new brand should respect and value the legacy of its last 100 years but, at the same time, bring lightness and contemporaneity to evolve and build its next 100 years.

And thinking precisely about these next 100 years, that's how we built Votorantim's new brand strategy. A new brand that believes evolving is having the courage to rethink, resignify, and give back. A brand for which the future is not unknown because it sees and anticipates the new and, thus, helps build a future that has already begun. A brand that has the courage to bring out the best in each one to reach the best for all.