Convergent and Expansive Branding and Design
Transcripción
Convergent and Expansive Branding and Design
Convergent and Expansive Branding and Design Procorp offers a broad range of strategic and creative services articulated through a successful collaborative model that brings together a diversity of expertise and tools aimed at strengthening the competitiveness of our clients’ companies, adding value to their brands and fostering innovation in products, services and experiences. ADN marca Twenty-five years ago, we pioneered the notion of an integral service proposal articulated around diverse areas of specialization in the fields of design and architecture, in the quest to offer a single systemic approach to solving the different needs of our clients and their brands. Today, in a world that is experiencing a constant, intense cycle of transformations, our challenge is to do more than just innovate and create value. Our objective is to serve as a powerful platform of convergence and expansion offering a whole host of strategic and creative services. A platform that provides singular solutions. A platform that links commercial and business objectives with the expectations of consumers and users. A platform where different elements exist in harmony: aesthetics and functionality, reason and emotion, economic efficiency and use value, profitability and sustainability, theory and praxis… dreams and reality. Intangible assets in people’s minds and hearts Brands mature over time, gradually transcending their original function of asserting identity and evolving until they settle in the minds and hearts of people, often establishing such powerful emotional links that they may enter the realm of myth and cult. Cultural Phenomena They are born as symbolic representations, visual and verbal identities that, over time, acquire complex dimensions as the result of the great many values and meanings society ascribes them. Some brands identify us, while others arouse our emotions. Some brands inspire Brands, traces, signs When the business is the brand Brands are impressions that we leave behind so that others may follow us or seek us out. They are memorable signs that we use to attract attention, so that people recognize us when they see us, and look for us when we aren’t there. We use them to stand out, to make our presence known, to say ‘here we are, this is what we are.’ And of course, to inspire people to choose us, and think of us in the future. us to feel trust and intimacy, while others inspire only indifference. Total branding / Integral design Developing a brand with a holistic, systemic vision, from the multiple manifestations of its value proposition to the expectations and needs of its clients, requires the capacity to formulate strategies and implement them in the form of tangible solutions, intervening with the greatest possible efficiency at all the contact points that are activated throughout the brand experience. At Procorp we are constantly expanding our knowledge base and incorporating experts from a wide variety of disciplines so that we can offer a package of integral solutions for brand management, from research to strategic planning, design and implementation. Convergence in a divergent world From identity to experience The world of brands has revolutionized the way business is carried out. Organizations understand that building an identity and growing with it is far more complex than merely possessing a name, an emblem, a sign: this is about giving consumers and users memorable experiences. architecture branding Commercial Corporate Interior design Brand architecture Naming Strategic platform Positioning communication design experience Branding is design Any tangible manifestation of a successful brand strategy, in any of its dimensions, leads to the deployment of design as an increasingly relevant tool for differentiating and creating value: from designing an identity, product, or service to communicating a brand, creating an experience, or designing locations and infrastructure. Corporate infrastructure management Endobranding BTL Direct marketing Advertising Graphic Editorial Furniture Multimedia Packaging Signage Equipment Leisure Commerce Services Work The sum of our talents, the value of a team We offer an unparalleled team of experts from a diverse range of disciplines. Together they apply their talent, knowledge, and creativity to a collaborative working model in which the whole is clearly greater than the sum of its parts. Nicaragua United States Casino del Sol Enitel Americatel @phonenet GE Money Costa Rica Financiera Miravalles (grupo Altas Cumbres) México Farmacias Benavides (grupo FASA) Colombia Guatemala Banco Antigua (grupo Altas Cumbres) Venezuela Lomas del Country Club Ecuador Banco Centromundo (grupo Altas Cumbres) Puntilla Mall Collaborating across borders Brasil CERJ COELSE Perú Banco del Trabajo (Grupo Altas Cumbres) Edelnor Larcomar Argentina To date we have brought our strategic and creative experience to twelve countries, bringing effective solutions that are appropriate to local identities and cultures. With strategic alliances in over 20 countries, we have the ability to activate a collaborative professional network that can help exchange and deliver experiences and knowledge capital in ways that directly benefit our clients. Bolivia PNUD LG Pampa Tiles AFIP Administración Federal de Ingresos Públicos US Equities Solare Contract Design research Research inspiring and actionable What do we do? • We seek creative answers to original questions. • We perform research aimed at obtaining actionable results for innovation in all areas of strategic brand strategy: Acts of consumption, the ways we occupy spaces or processes of > Purchase, use and consumption experience shopping involve emotions, perceptions, sensations, experiences > Visitors’ experience and a whole range of behaviors that are not always rational or > Innovation in the design of services and products predictable. > Brand experience > Endobranding (ccommunications and work environment) Strategic brand management, in this sense, entails managing and strengthening a complex system of spaces where functional, emotional and sensorial relationships occur between companies and their clients, and whose cultural codes and meanings give rise to the most varied habits and behaviors. For this reason, we need to go beyond the measurements and quantifications that are the traditional tools of market research, and immerse ourselves in the observation and exploration of these experiences with a deep, systemic focus, one that can glean an empathic understanding of the motivations, meanings, behaviors and expectations of those people who are part of this link. Consequently, it becomes increasingly more relevant to observe, in context, the dynamic and the behavior of people in their different dimensions (client/consumer/user, contributor and service provider) so that branding and endobranding actions and strategies can generate a relevant and meaningful connection between the brand and its audiences. > Construction of strategic platform and brand identity. What do we get? • Insights de consumidores, clientes, usuarios. • Impact and dynamic of cultural, social, technological factors • Opportunities for innovation and value creation for the brand, product or service. • Creative ideas, inspiring discoveries that captivate, involve and mobilize audiences. • New meanings for new brand content and expression. What makes us different? How do we do it? The very objectives for which market research was conceived is Through ad-hoc studies, with applied methodologies and what distinguishes us from traditional market research. We are in context, we explore consumers and users, approaching interested in understanding, so that we can generate something them from three dimensions of their behavior: what they different, so that we can create and innovate. say, what they do, and what they feel. we research The idea of peeling an onion is the image that most accurately reflects our quest. Starting at the surface, we From a systemic vision of reality, using multidisciplinary remove layers until we reach the heart of the matter approaches (design, psychology, sociology and anthropology). through a process of immersion in the lives of consumers that begins with what people say (the outermost layer), then reaches what people do, and finally arrives at what people feel—their heart. It is precisely at the level of feelings that we find the information most relevant to we search achieving an integral understanding of people, for this is the information that reveals their motivations, subjective For illuminating information that can help us confirm or create and essential meanings and feelings. working hypotheses to guide our creativity and uncover new opportunities. We use a variety of tools that allow us to move from the surface to the heart of the consumer: we observe In context, because it helps us understand not only what people say but also what they do, spontaneously and non-rationally, at the moment and in the place where they do things. We do this to gain an understanding of how people interact with a brand, how they appropriate it, and how they use and value it, so that we can understand the benefits and meanings that the brand brings to their lives. we innovate During the entire process of research: in methodology, in tools, in analysis, with a perspective that is free of prejudice and full of common sense and curiosity, so that we can discover new meanings and new relationships. say do feel • Desk research • Webnography • Pre / post testing • Opinion hunter • Focus groups • In-context observation • Check in check out • Eye tracking • Sequential testing • Creative workshops • Consumer check • Usability • Zoom to target group • Self-portraits • Triads • Coolhunting • En la ruta de… s d f Brand strategy brand ADN Brand Alignment (ISR ) ® At Procorp we understand branding to be the business strategy that situates brand management at its very core, aligning its symbolic dimension with the products or services the brand offers and the strategic positioning to which it aspires. Everything the symbolic revolves around a value proposition that is unique and relevant, both for the consumer/client/user as for the members of the System of symbols and communication organization itself. The ISR® model is our conceptual matrix, which uses a systemic and coordinated approach to weave together the three essential dimensions of a brand: the imaginary, the symbolic, and the real. brand ADN The Imaginary realm refers to a brand’s positioning, to the place it occupies in the minds and perception of consumers and stakeholders, as well as the community in general. The Symbolic encompasses the universe of representations (visual, verbal, spatial, attitudinal, etc) that the brand uses as its vehicle for expressing its identity.. The Real refers to all that is tangible: the products, the services and all the infrastructure associated with the offerings of an organization. Also associated with this dimension are those aspects related to the brand’s performance. Using this model, we approach the concept of brand as a system of dynamic relationships in which the coherence and the articulation of its components determine those unique qualities that define the brand and which lend consistency to what is known as brand DNA. the imaginary Positioning the real Products, services, and infrastructure Branding in five steps Audience Matrix Through the strategic management of the mechanisms of communication and delivery of brand experience, a company can establish more significant relationships with each of its audiences and interest groups. clients employees and external workers stockholders competitors strategic partners authority providers brand identity printed matter editorial visual merchandising electronic media advertising direct marketing packaging signage architecture interior design facilities media From strategy to execution design research strategic platform creative concept Platform for insertion execution We have been pioneers in understanding the value of capitalizing on information and applying it to the efficient management of creative processes. We perform We conceive We design the We study and We implement This has allowed us to develop a unique strategic focus that research by using strategies for creative matrix propose the the design is buttressed by conceptual models, tools and processes that qualitative and establishing or that will permeate platform of interventions and respond to the corporate requirements and objectives of our quantitative positioning a the different elements, actions, the communication clients. tools as well brand based on components of a channels and actions within as in-context a comprehensive brand’s identity opportunities upon our areas of observation, all analysis and on the and the various which the insertion competence, and of which give us construction of its occasions for its of the brand will we coordinate with an exhaustive identity platform. communication. take place. qualified outside Much more than an idea The strategic management of a brand implies the concrete possibility of seeing it implemented in the real world, interacting with people at every one of its contact points. For this reason, at Procorp we believe that designing means skillfully managing different creative and strategic levels, along with inventing and executing a realistic and efficient platform for insertion. and integrated organizations perspective on for addressing the opportunities those fields that –both latent are beyond our and explicit—for knowledge and creating value for a experience base. given brand. image positioning brand value perception retention From identity to positioning nterface de marca (3i ) ® Surface for contact with the brand. Communication tool between both systems (information and perception) differentiation assets strategy brand vision The process of building a brand identity (a concept that is linked to what is called the positioning proposal) aims to generate a “mirror” effect with the image of the brand (a concept that is associated with effective positioning). The goal here is to avoid creating inconsistencies between the two. This process is based, firstly, on the formulation of the vision, the strategy, and the collection of assets and benefits that are singular and unique to the brand. Once we reach a consensus regarding the strategic brand platform, we begin a process of activating the brand’s interfaces (all of its contact points), which progresses from differentiation to retention, ultimately aspiring to achieve a greater appreciation of the brand. identity positioning proposal information Experience design The nine factors for success in experience design Why design experiences? The experience of shopping in a supermarket or department store, of visiting a hospital or a sports arena, the experience of using an ATM or a mobile phone are just a few examples of what is considered, today, to be one of a brand’s greatest opportunities for differentiation and value creation. This is why, in our quest to establish more meaningful and relevant bonds between brands and their clients, we have evolved relationship spaces in recent years toward an emerging field of consulting that offers a tremendous potential for innovation: the key events and the team Design of Experiences and Services. brand alignment and appreciation productivity and profitability The Consumer Experience: the one irrefutable element Service Design involves planning and organizing spaces for simplification of processes the subjective and the emotional relationships, people, infrastructure, facilities and communications that come together to deliver intangible benefits to improve quality, the interaction between the service provider and clients and, most definitely, the clients’ experience with this service. The idea of Experience Design involves the design of products, rational/functional the ergonomic and the sensorial processes, services, events, environments and communications with a focus on the quality of the experience and the cultural and emotional relevance and significance that the experience has for the client, consumer, or user. creating or modifying behaviors and meanings SOURCE: PROCORP How do we approach an experience design project? A brand experience –whether through use, purchase or visit—is Brandex®: the logical route an event or episode about which it is possible to establish a chronology and narrative evolution, much like that of a movie Brandex® is a proprietary methodology created for the design, script. development and implementation of models or innovative interventions of significant brand experiences. This methodology It is intimate and subjective by nature. It creates a space for a relationship --whether remote or direct (fundamentally relies heavily on research (with consumers, clients and users) that is continually applied to creative processes. interactive)-- with the product or service. These processes are characterized by the collaborative efforts of a In addition, it should be manageable, simple, and profitable. It broad range of specializations and tools from the area of ‘design should be aligned with the brand’s value proposition, and its thinking:’ in-context observation, psychology, ethnography, occurrence should be determined by a specific context, involving branding and design in all its manifestations. All these disciplines a subject rationally, emotionally, and sensorially to hopefully converge upon the same point: generating innovative visions and modify his or her behavior and the meaning of his or her actions. proposals that can create (or co-create) new brand experiences. Procorp Brandex® Methodology for the brand experience a n t io d an re it s sour ce s CUC OBSERVATION* focus on the interface fo c u s o ga se rs an d fo c u t s on emotional factors t ex key events and the team on or eu ec the n th th ni z INTERNAL MANAGEMENT relationship spaces manageable and profitable brand alignment and appreciation simplification of processes functional factors behaviors and meanings sensorial factors (CUC: CONSUMERS, USERS, CLIENTS) Why Brandex®? Brandex® is conceived as a methodological tool for creative processes, the deliverable result of which is always a user experience modeled upon the functional, transactional, emotional, cultural, communicational, spatial, aesthetic, ergonomic, sensorial, etc. It can generate indicators for measuring the economic contribution that results from its implementation (a determining factor in the value proposition of the tool itself) and the quality of the experience designed. It balances the focus between user, brand strategy and expectations and company resources (human, technical, economic, etc.) It seeks opportunities for fast intervention (prototypes) that are low-cost, scalable and measurable. It activates a multidisciplinary, specialized and coordinated team comprised of professionals who gracefully combine strategy and creativity, emotionality and functionality, corporate objectives and the often subtle needs of consumers. Brand identity An identity for a emblematic re-engineering of the State Charged with collecting and administering the public treasury, this State-run service underwent a complete re-engineering of its procedures, focused on modernizing its facilities and equipment and automating the majority of its transactions via the Internet. Procorp developed a new corporate identity to express this improvement initiative and to project the institution into the future. To this end, we implemented a full program of applications that covered all the instances of identification, operation, and communication that might occur in the course of the institution’s functions. This, of course, included the redesign of the emblematic tax refund check. BRAND IDENTITY TESORERÍA GENERAL DE LA REPÚBLICA BRAND IDENTITY BANCO INTERNACIONAL A new identity system for a banking institution The arrival of a new group of same time send a message of positive partners with controlling interest change and institutional improvement in Banco Internacional prompted to the market. The new image gave the new management to update Banco Internacional, which for years had the bank’s identity and align it with cultivated a very low profile, an effective a significant corporate change on identity mechanism to embark on this the level of services, products and new phase. Clients have positively internal organization. Because this is evaluated the brand, which truly reflects a relatively small bank in the industry, the spirit that inspires a small bank the imperative was to define those to grow and achieve greater market notable aspects of the organization that penetration. might serve as the basis for the brand’s focus. The goal was to communicate security to existing clients and at the BRAND IDENTITY UNIVERSIDAD DE LAS AMÉRICAS Strategic redefinition and brand redesign This project came about as the result of a significant institutional reformulation on the part of the client. Following this period of internal change, the client sought to express those changes through a new and more contemporary, differentiating identity than the previous brand identity. Procorp’s challenge was to align the new brand with the technological, administrative and educational changes that were occurring on the inside of the institution. For this reason, the design was defined through a complex conceptual elaboration that required the Universidad de Las Américas to be able and willing to assume an identity that stood out from the norm in the category of universities and educational institutions. This option represents an innovative tool that has been enthusiastically embraced by the internal clients at UDLA, generating favorable conditions for the transition to the university’s new academic management. BRAND IDENTITY TERMAS DE JAHUEL Rescuing the past to look toward the future The traditional Termas de Jahuel hot springs resort, which dates back to the late 1800s, were operated for the past thirty years as a concession that was finally returned to the descendents of the original owners. After making a considerable investment in a complete renovation of the resort’s installations and services, the new administrators of Termas de Jahuel Hotel & Spa, which is the new name of this complex, hired Procorp to devise an identity and communication plan to coincide with its reopening and to guide the organization into the future. The proposal consisted of a brand design that combined modernity with the two most essential assets of the hotel and surrounding property–namely, the hot springs and the natural landscape. The new brand design has been incorporated into all the elements of the hotel operation, down to the glassware and bed linens. BRAND IDENTITY AGUAS NUEVAS A creative challenge and an extremely tight deadline After being awarded the water utility for When the proposal was approved, the First, Ninth, Twelfth, and Fifteenth our team traveled all over the country Regions, Consorcio Aguas Nuevas asked supervising the implementation of the Procorp to develop corporate identities new identities and holding workshops for its three new affiliates, Aguas del for the staff of each affiliate, explaining Altiplano, Aguas Araucanía and Aguas the communicational elements of the Magallanes, respectively. new brands. In a second phase, the project broadened its applications by In addition to delivering a product developing architecture and interior that met the client’s demand for a design for the company’s branch offices. high communicational impact and superb graphic quality, Procorp faced the challenge of implementing its applications in a very tight time frame, which was clearly defined by the date on which the State was handing over the rights to these concessions. Procorp chose to lend a new dimension to the classic graphic device of the water droplet. Stylized and cradled within a sky-blue oval, the logo suggests a very careful treatment of that most vital earthly element, as well as a responsible administration of its delivery and use. The wave that supports this graphic from below features a bold shade of green, evoking the notion of responsibility with the environment. BRAND IDENTITY SIXBELL A visual contribution for a multinational strategy Sixbell is a Chilean company that provides computing and high-tech solutions for the telephony and telecommunications industry. Thanks to its remarkable performance, the company has emerged as the leader in its field in a number of Latin American markets, and has offices in Colombia, Brazil and Mexico as well as Chile. At a key moment in its growth, Sixbell turned to Procorp to create a corporate identity that not only reflected its operating environment but that would be elastic enough to absorb the integration of new products and services in the future. The solution Procorp devised, which fuses name and symbol in a single figure, has accompanied Sixbell in its multinational rollout, leaving this distinctive new mark on each new activity and territory conquered. BRAND IDENTITY ESSBIO A new brand for the consolidation of a company ESSBIO is part of a group of water utility companies operating in the centralsouthern region of Chile, where it serves almost four million clients and also promotes important environmental and social responsibility initiatives. In 2007, after the Ontario Teachers’ Pension Plan took control of the company, the new board of directors began an important process of corporate alignment of all the affiliates operating throughout its coverage zone. As part of this undertaking, Essbio asked Procorp to develop a strategic platform that would culminate in the construction of a new brand architecture. This gave way to a complete overhaul of the company’s visual identity, and in the process Procorp designed a new graphic for the brand and established up-to-date systems of corporate communication. BRAND IDENTITY PREUNIC A modern update for a traditional brand The PreUnic chain of stores, selling Our main contribution was the addition toiletry and household items, has long of a happy, colorful flower icon in been a fixture in the market catering full motion and bloom, with a play to Chilean women. Some time ago, of transparencies, generating a lively PreUnic carried out a number of studies image that truly identifies with the which led to the conclusion that the modern woman. company needed to reconfigure its image to empathize more with its The implementation of this new image female clientele, reaffirm the concept in the chain’s many retail locations and of service for which it has long been on its many communicational elements known, and regain its relevance among has revitalized the brand, which has new generations of female consumers. since regained its pre-eminent position in the Chilean women’s market. A central aspect to this task was the creation of a new corporate identity, a challenge that Procorp’s strategic brand management division took on. The proposal we presented to the client gave the logo a new typeface that was more contemporary, assertive and accessible. As this brochure was going to press, this project was in its launch and implementation phase. BRAND IDENTITY CORONA Essential changes for an auspicious future With over half a century in business, this significant Chilean department store chain decided to make some important changes, among them the professionalization of its management staff (it had previously been a familyrun operation) and the formulation of a long-term investment plan, particularly in regions outside the nation’s capital. To consolidate this new focus, Corona wanted to refresh its corporate identity and implement it in different media and technological platforms such as its credit card program and web site. When asked to tackle these objectives, Procorp first concentrated on reformulating the brand’s emblematic isotype, which was given a contemporary, volumetric treatment that served as a counterpoint to the classic typography used for the company’s name. The traditional green that Corona previously used was calibrated to a more contemporary hue, to emphasize a corporate identity attuned to the demands of new consumers. Corporate infrastructure and spaces C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S XSTRATA COPPER A focus on design for a multinational company’s new headquarters Santiago, Chile is one of the nerve situated around the perimeter of the centers of the international copper office space. Taking advantage of the business. For this reason, the natural light without sacrificing privacy, multinational company Xstrata Copper the team decided that partitions facing decided to move its South American the hallways and other internal areas offices from Buenos Aires to Santiago. would be executed in frosted glass. When the company hired the Buenos The reception area was envisioned as a Aires design and architecture firm warm, inviting space, with wooden walls ABBS Point Design to design these new and ceilings, to strike a contrast with offices, ABBS turned to Procorp, its the reception desk, which was done in strategic partner in Chile, to help meet stainless steel, and lit from below to give the challenge. it a floating appearance. The design scheme was calibrate to reflect Xstrata’s global identity, in terms of style as well as the orientation of the office spaces. To this end, the private executive offices, the meeting rooms, and a large conference room were C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S YX WIRELESS Transparency as a leitmotif YX Wireless, established in 2003, new headquarters, occupying two full is a Chilean company specializing floors of a modern Santiago building. in the creation and development of Taking advantage of the double- technological solutions and equipment height ceilings and open floor space, for wireless communication. as well as the building’s glass walls, the proposal underscored the concept Also conceived as an incubator of of transparency, offering notions of cutting-edge talent and projects, YX fluidity and accessibility, modernity and functions according to an operating anticipation, as a way of synthesizing structure that favors creativity, giving YX Wireless’s position as an accessible employees the time needed and keeping company developing high tech products costs sufficiently reasonable to make this that are eminently easy to use. Materials possible. of only the highest quality, down to the very last detail, completed the image of Procorp took these aspects into account this organization whose market is 70% when YX needed to plan the company’s international. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S ENTEL Innovation through collaborative work space A pioneer in Latin America, the new environmentally sustainable materials Entel Center for Innovation was and technology. conceived as a collaborative platform for generating high tech products and Based on these premises, Procorp solutions for the corporate segment of contributed an updated concept of the the company, a leader in the field of work space, the recent evolution of telecommunications. which emphasizes the importance of the emotional factors that constitute a brand Procorp’s corporate infrastructure experience. development team devised a proposal that consisted of a space that With this in mind, Procorp created successfully expressed the true spirit of a space for dynamic confluence this innovative service: to encourage between the company, its providers of participatory work with the company’s technological tools (partners), and the high value clients. needs of Entel’s corporate clients—all of whom would come together in a space The site chosen for the center, occupying combining mixed-use areas with private a total of 700 square meters, was the offices, the facilities and functionality eighth floor of the Torre Titanium, in of which are entirely at the service of Santiago’s most dynamic real estate creative collaboration. district. The original assignment was to engender a cutting-edge, disruptive design aligned with new and future trends in office and work culture. The spaces had to encourage collaboration and productivity in a modern, welcoming environment that integrated As this brochure was going to press, this project was in its launch and implementation phase. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S CLÍNICA ALEMANA Fluid, efficient circulation for a hospital’s new facilities As part of a plan that involved a complete renovation and expansion of its facilities, which included 900 new underground parking spaces and a new tower with 16 floors and 27,000 square meters, Clínica Alemana invited Procorp to develop a signage system to guide users through these new spaces. Procorp approached the challenge by following and complying with a strict calendar of phased-in deadlines. In addition to incorporating key elements of the institution’s new corporate identity, the signage design was equally rigorous about fulfilling the requirements for information and orientation, and was aimed at lending fluid circulation and easy access to the sprawling yet highly specific specialty areas of this medical institution. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S CPECH Establishing harmony and alignment with a new identity In a first phase, executed in early Other projects for this client include 2009, Procorp worked on 25 Cpech the creation of a new Cpech center in a branches around the country in an space totaling 900 square meters in the effort to visually align the integrity Centro Comercial Paseo Los Dominicos, of the company’s buildings with its in the Santiago district of Las Condes. new corporate identity. This was done This endeavor was the crown jewel directly at all the branches belonging of a strategy aimed at helping Cpech to Grupo Educacional Cpech, while the penetrate new target segments. Work 20 franchised branches were furnished on a similar project was begun in a with a Manual of Procedures, Criteria 500 square meter space at Mall Plaza and Examples with applied guidelines, so Oeste in the district of Cerrillos, also in that the model might be replicated. Santiago. At the same time, Procorp put the finishing touches on the architectural projects for two new Cpech institutional buildings, one in Santiago (occupying 2,500 square meters) and another in Concepción (occupying 3,200 square meters), both of which were conceived to serve as locations for university preparatory programs. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S BANCO ITAÚ A global identity for a local idiosyncrasy When Banco Itaú, the pre-eminent captive market at the outgoing bank, financial organization in Brazil, bought taking into account a broad range the local stock and portfolio of of Chilean idiosyncrasies, because BankBoston, an open competition was the change involved a number of announced for the implementation important cultural factors. All of this of its visual identity in its recently- meant adapting or redesigning a large acquired locations, as well as in the number of visual elements according to documentation and communication parameters established by Banco Itaú, of its products. Procorp’s proposal and this included an intervention in was chosen over those of a number the architecture of the bank’s branch of Brazilian firms, and the team offices. Thanks to the positive results began working immediately on the of Procorp’s work, the bank went on to transformation of those spaces and the implement our proposals at its offices in development of a graphic concept. Uruguay. This process entailed something far beyond the mere application of a preexisting image onto new backdrops. It required a complete analysis of the characteristics and profile of the C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S EMPRESAS TRANSOCEÁNICA Facilities for a sustainable building Founded in 1954 by the Schiess family, After carrying out an exhaustive the Transoceánica corporate group analysis of the available space and possesses holdings in the real estate, required floor plans, the Procorp hotel, tourism, agro-industrial and corporate infrastructure management logistics sectors. Within the context team embarked on a full exploration of the development of their corporate of layouts that would embrace, down building in the Vitacura district of to the most minute of details, the Santiago, Más Arquitectos, the principles expressed in the architectural prestigious architecture firm behind plan. The final result is a synthesis of the building’s innovative design, invited modernity, efficiency and comfort that Procorp to design the proposal for the follows the guidelines that govern this facilities and interior design of these holding company in its plan for future modern installations. development. This complex challenge required Procorp to devise a proposal for furnishings that harmonized with the architectural vision of the building, constructed according to the highest standards of energy efficiency and quality of work spaces. As this brochure was going to press, this project was in its launch and implementation phase. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S KORN/FERRY INTERNATIONAL High standards for the offices of a headhunting firm With a presence in Chile since 1993, this for the company’s associates. A single prominent international firm specializing monolithic block of glass served as the in the search and selection of senior structural boundary between these two executives hired the Procorp corporate spaces, generating yet another area, infrastructure management team to a dual-use space for secretaries and search for an appropriate location in reception. Santiago, Chile to move their offices. After supervising the execution of After an exhaustive process of site the project, Procorp culminated the selection, the project found its starting preparation of this space with an interior point on a single floor occupying 250 design plan that concentrated on using square meters that fully met the high furniture that respected the relative standards stipulated by the client. breadth of the spaces, without betraying the inherently discreet nature of the The turning point of the proposed plan was the trapeze-form geometry of the available space, which gave rise to a layout comprised of two main areas: a common area intended for interviews and meetings with clients, and another area that was more private, activities of a headhunting firm. C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S CAREY Y CÍA. A convergence of tradition and modernity A meticulous project carried out in An important public space totaling collaboration with this influential almost 900 square meters on the 43rd law firm transformed an interesting floor was allocated for meeting rooms corporate interior design project into and an internal cafeteria, facilitating a complete program for the integral more personalized contact with clients and total occupancy of four full floors and connecting the four floors through (6000 square meters) of Santiago’s Torre an internal staircase that added a Titanium. sense of flow to the foot traffic in the office. Following a process of analysis The original mandate required Procorp and discussion with the partners, the to design and outfit the two and a half proposal was approved largely because floors that Carey y Cía had acquired of the flexibility it offered for both the in this modern, uptown office tower present and the future. after the decision was made to move out of its classic downtown Santiago offices. During this process, however, the company merged with another firm, Estudio Harnecker, which added one and a half floors to the project, as well as 50 additional employees to the original 200 that had been contemplated for the initial layout. The solution for the new project integrated a system of private offices for the senior attorneys with a series of open floors for the younger staff. As this brochure was going to press, this project was in its launch and implementation phase. Retail R E TA I L DERCO Interior design for a multi-brand showroom Over the past few years Procorp solution revolved around a ceiling has cultivated a productive working treatment that used volume and color, relationship with Derco, developing a which successfully resolved the issue of variety of communication actions and having to integrate the various different service platforms aimed at improving brands sold under the Derco umbrella customer experience. On this occasion, without compromising their individuality. the project consisted of integrating, At the same time, we undertook a within a common exhibition space, series of complementary interventions the visual identities of the different to optimize the quality of the facilities, automobiles Derco sells through its with positive results for Derco’s clients network of dealerships, DercoCenter. as well as the staff assigned to interact At the same time, this space had to be with them. consistent with the premise of offering the user a gratifying experience. The R E TA I L EXPRESS DE LIDER A distinctive image for an updated value proposition The largest supermarket chain in the Procorp was invited to take charge country has developed various specific of this process, and after helping to formats for its locations through a define the positioning proposal and strategy that seeks to tailor the stores’ participating in the analysis of names, offerings to the specific needs of each the team got to work creating a new urban sector and type of consumer. visual identity, which focused on transmitting receptivity and friendliness As part of this plan, the client wanted without sacrificing leadership. Once to reformulate its Express de LIDER approved, an exhaustive user’s manual locations to make them stand out as was developed to govern all occasions a less-complicated option than the of identification and communication, larger Híper LIDER stores, emphasizing including the signage and pricing their positive qualities as well-situated systems. neighborhood stores for finding a variety of fresh food products as well as frequently-used items. With these objectives in place, it became clear that Express de LIDER needed to develop an independent corporate identity that could guide this change and steer communications along this new path. R E TA I L MALL PLAZA “Aires:” a unique space that made the difference in a mall A landmark in the collaboration between Procorp and the Mall Plaza chain of urban commercial centers was the development of a concept that represents a real example of innovation within the mall industry in Chile. Our client came to us with a challenge: to satisfy its need for a space that would distinguish its malls and add value to the shopping or visiting experience. The idea was to create an attractive, modern environment that offered the visitor an aesthetically gratifying experience through the use of superior architecture and the creation of an enclave of exclusive stores dedicated to fashion, design and technology in a distinct sector of the mall. Launched in late 2007, Procorp’s project for Mall Plaza Trébol in Concepción was conceived as an immense open space enclosed beneath a glass atrium, in the style of a grand winter garden, with various resting spots offset by small interior green spaces offering a bit of nature. In total, the complex encompassed almost 12,000 square meters including the VIP parking area located alongside this sector. In 2008, the “Aires” concept was replicated at Mall Plaza Vespucio. R E TA I L FERAM Ferretería Amunátegui: a new home office Having made the historic decision to leave the time-honored location of its headquarters at the corner where Santiago’s Alameda boulevard meets Amunátegui, this technical-industrial hardware store, in operation for over one hundred years, contacted the commercial architecture division of Procorp to build a complex that included warehouses, offices and a showroom of high visual impact in the environment in which it would be situated, along the Ruta 5 highway in the district of Quilicura, to the north of Santiago. The proposal consisted of a singlevolume building that could house, on two floors and with a total surface area of 3,830 square meters, the three areas mentioned above as well as a service area for the company’s workers. The project was conceived through an efficient system of self-supporting metal trusses (Tubest), that keeps interior spaces free of clutter and lends continuity to the exterior facade, which features a red-and-white color scheme that makes the structure visible from the highway. R E TA I L LO SALDES A new identity for a traditional brand For two generations, the Lo Saldes bakeries have been a fixture in the everyday lives of residents of the Las Condes and Vitacura districts of Santiago. To enhance their presence and to reaffirm the company’s commitment to offering quality and taste in their wide range of products, Lo Saldes hired Procorp to create a new visual identity for the brand and incorporate it throughout their retail locations, vehicles, uniforms and various elements of graphics and packaging. With the new logo, Procorp sought to emphasize the natural origins of the Lo Saldes product range. The colors selected combine two tones of orange and an intense shade of blue, communicating warmth and security. Along with this new identity was a tagline that came about as the result of brainstorming sessions with the client. R E TA I L CARDINALE Updating brand arguments With 45 years in the local market, this Following this first step, Procorp designed prestigious Chilean brand of men’s shoes a complete visual system aimed at decided to enlist Procorp’s aid in carrying providing a contemporary experience, out an exhaustive process of strategic which involved not only creating a new repositioning of its brand arguments. corporate identity but also defining new The objective of this initiative was to product lines along with their respective update and effectively communicate names and packaging concepts, as well Cardinale’s most notable assets: peerless as the interior decorating and facilities quality and contemporary design for design for the brand’s new store today’s man. locations. The evolution of the project began with a rigorous process of aligning the organization with the brand’s promise, and to this end Procorp employed its proprietary branding methodologies along with tools for in-context observation, to emerge with a full understanding of the variables that determine the experience of shopping for men’s shoes. R E TA I L BANCO PARIS A fluid, stimulating atmosphere for a new business area The Paris department store chain the areas of customer interaction, overall has opened a number of Banco París user-friendliness and originality for this branches, bringing to this new business retail category. area a concept that the company has long since mastered: the art of Finally, the client also sought to create retail. With the aid of Procorp, the integrated environments where company developed a spatial and personalized services, technologically- communicational model for its branch aided services, and the promotion of at Mall Florida Center, through which it financial products would flow together in hoped to replicate the colorful, familiar a singular, stimulating atmosphere. The experience of its department stores. innovative solution has been progressively applied in the 50 branches the bank In its proposal for commercial architecture, interior design, furniture and equipment, Procorp applied combinations of transparencies and variants on the company’s signature cerulean blue to obtain luminosity in presently operates. R E TA I L WALMER A whole that is greater than the sum of its parts When the prestigious menswear brand Following this fortuitous coincidence, Casale Monferrato decided to open and coupled with an unexpected a boutique in the exclusive district synergy between the two brands of Nueva Costanera and Alonso de --despite operating in seemingly Córdova in Santiago, the company incongruous sectors— Procorp turned to Procorp to for integrated found a neoclassical house with advice on how to carry out the characteristics and dimensions project, from the very initial phase of that allowed the two companies to identifying real estate prospects. share space. Once the alliance was agreed on by all parties, Procorp At around the same time, the proceeded to restore a number of Uruguayan furniture and interior the house’s original architectural design house Walmer, with over 50 details and adapted its spaces to the years of experience in the main cities needs of each brand, breathing life of Uruguay, Argentina, and Spain, into a property of great spatial and sought a space in the same area to commercial potential. launch its Chilean store. R E TA I L FARMACIAS AHUMADA A new standard in service Chile’s Farmacias Ahumada is, at and space allotment—all of which were present, the most important pharmacy key elements for decisions regarding chain of its kind in all of Latin America. interior architecture and store furniture. As it moved toward internationalization, the company decided to innovate on With the parameters of the the local level through the traditional transformation established, the Procorp concept of assisted sales, incorporating team devised several models that were a self-service system and substantially applied to different store layouts, expanding the range of products offered developed a line of storefront façades to include categories never before and tightened up certain unresolved considered within the conventional aspects of the corporate identity. pharmacy model. Unprecedented in Chile, the selfservice pharmacy model established In conjunction with the client, Procorp a new local standard, and the client analyzed the issue of this new later implemented it in its process of commercial concept, from positioning expanding to Mexico and Peru. and branding to questions of operations R E TA I L PALUMBO Creative support for a change of scenery After acquiring this traditional hair salon, which was previously owned by a single family, the new owners decided to reformulate the brand as a franchisable chain, with the objective of entering a highly competitive market in which a number of international brands were already operating. To meet this challenge, the company came to Procorp to create a visual identity that would infuse the brand with a more contemporary air while retaining, through the name, the valuable qualities traditionally associated with Palumbo. In addition, Procorp was asked to develop an interior architecture that would provide high visibility, combining light and steel with the use of mirrors and the green hue for which the company is known, expressing a modernity without sacrificing sensuality. The facilities were initially developed for two locations, as prototypes, and were then replicated throughout this ever-growing chain of salons. R E TA I L HIPER LIDER A new brand, positioning, and thematic space To build a brand platform for the large- In the case of Mundo Bebé the use store format of the LIDER supermarket of colors and the style of the graphic chain, Procorp first had to define the treatment came together to create an styles, resources, and positioning informative, atmospheric signage system that this project entailed. Following a to help the customer navigate the naming study, Procorp embarked on a section and, ultimately, to improve the process that culminated in the design experience of shopping in the product- of a corporate image and the creation heavy environment of the supermarket of a visual identity that effectively aisle. communicated the main talking points of the new format: inclusivity, variety, By designing this spatial reformulation, efficiency, economy and friendliness. A Procorp was able to provide a strategic procedures manual was then established aid for improving HiperLIDER’s for all levels of communication for the competitive edge in its retail sector. The new brand: HiperLIDER. Mundo Bebé space articulates service and value creation, a successful equation In a second phase, the client came to us both for the business’s profits as well as with the idea of individualizing specific the customer’s experience. sections within the space of the store. R E TA I L MAZDA The first phase of a master plan for Derco’s brands Derco, a company that distributes and sells cars, trucks and machinery, began a readjustment of the infrastructure at its headquarters in Quilicura, following a master plan developed by Procorp’s corporate infrastructure management team. The project began with the design of the building that would house Mazda automobiles, a two-story structure with floor-to-ceiling windows contained within a discreet metal structure that permitted the exhibition of up to seven car models, with more room for exhibition on the exterior platform. Suspended on the second level, an autonomous module with private spaces for the company’s administrative offices overlooks the garden and parking area behind the building. This structure, which is chiefly characterized by its simple architectural concept and its excellent visibility from the highway it faces, was Derco’s starting point for the remodeling of its corporate and commercial facilities. R E TA I L MALL PLAZA Functional spaces as meeting points In all large shopping centers, areas with functionality. At Plaza Alameda, we high pedestrian traffic require solutions achieved this objective by updating that dignify the visitor’s experience the installations and implementing a by harmonizing the notion of social new graphic treatment, and we also encounters and relaxation moments carried out some minor but significant within the context of a shopping architectural modifications to the space. experience. This type of space also creates value for local residents and At Plaza Sur, the client required an complements the integral offerings of interior design project that, beyond the mall. its large dimensions, would integrate details that would help distinguish the In the case of Mall Plaza Alameda and mall from its competitors in the retail Mall Plaza Sur, the challenge consisted industry. Both designs successfully of intervening in two conventional fulfilled the need to offer a seductive cafeteria areas –otherwise known experience for the visitor, creating as food courts—so that we might environments that are more dignified enhance the client’s experience than what one often finds in the through a combination of warmth and common spaces of the average mall. Packaging PACK AGI NG NATUR A new presentation for an historic brand In an effort to refresh the identity elements associated with this food brand, created in 1967, this packaging redesign project required Procorp to maintain the differentiating qualities and functionality of the existing packaging and to introduce modifications that would allow it to dialogue with the new positioning proposal introduced by the holding company that now owns Natur. Procorp’s redesign underscored the healthy orientation of the product range, effectively communicating the brand redesign undertaken by Foods Cía. de Alimentos CCU. The packaging system updates the materiality and the use of typography and color without sacrificing the elements that distinguish Natur and that are part of the brand’s traditional identity. The new design achieved its goal of positioning this traditional product line as a nutritional food product that works as an informal snack option. PACK AGI NG LK Helping incubate a brand LK is an affiliate of Biotec that manufactures articles for industrial cleaning and sanitizing. When LK decided to enter the domestic cleaning supply market, a broad range of products was developed, taking advantage of the company’s alreadyexisting installations and capacities, as well as its vast experience in the field. Procorp was invited to participate in this project from the very beginning, and helped to define the positioning, invent the name, build the brand and design the packaging of the various product lines. Leveraging the advantages of a short but assertive name, Procorp created packaging options with loads of personality in a bid to obtain maximum visibility on the saturated supermarket shelves. Through the use of design, a space was created for this new brand in an extremely competitive market. PACK AGI NG CONCHA Y TORO Contributions to an emblematic brand The leading producer and exporter of Chilean wines relied on the services of Procorp for over a decade during an intense period in which the client repositioned brands, created new products, ventured into new markets, and studied its patrimonial issues. Of the many services rendered, Procorp’s work in packaging proved most meaningful, starting with the redesign of Casillero del Diablo, one of the vineyard’s most emblematic products. Another notable contribution was the visual presentation of the wine created to commemorate the launch of Concha y Toro’s ADR on the New York Stock Exchange, a exclusive design for a product bottled on one special occasion. Another significant contribution was the communications support Procorp implemented for the launch of the iconic Almaviva wine, produced by Concha y Toro in an alliance with Baron Philippe de Rothschild. Integral communication for a pioneering project With a sizable property and cuttingedge technological infrastructure, this winemaking outfit located in Bío Bío valley, an emerging sector for wine production, came to Procorp to help pinpoint the general concept of its brand and to develop its strategies for presentation and insertion in its target markets. Embracing the notions of originality, innovation, and freshness, Procorp helped create the various elements of the company’s corporate identity and its applications, the visual presentation of the entire portfolio of products, the web site, and the communication of the company’s launch. PACK AGI NG VIÑEDOS DE CANATA PACK AGI NG CARDINALE Driving change forward Following an exhaustive process of In addition, all the typographies were updating the brand developed by this adjusted to fit the profile and character traditional mens’ shoe manufacturer, of each product and the technologies Procorp’s next challenge consisted of that each model uses, highlighting the adapting the brand’s packaging design latter through distinctive stamps that to the changes that reorganized its allow the new image of Cardinale to product lines. serve as the main identifying element. The result is a packaging system that To this end, Procorp devised a system is absolutely aligned with the renewed of identification based on two types of assets of a brand that proved it could labels –prestige and technology- that focus on the future without sacrificing provide all the pertinent information a symbolic capital built over 45 years in about each product. This solution the business. lightened the information-saturated boxes that until then had been used to identify the different models, using color as the sole identifying element in the packaging of the different product lines. PACK AGI NG NEX Building value through packaging Aimed at providing standard quality already created equivalent brands, so at attractive prices, proprietary brands the challenge was to enter the category in different product categories have and attain leadership. For its strategy, become something of a theme among the Procorp team chose to build value large retail chains. However, venturing through design, opting for different into the realm of electronics implies a parameters than those that governed much more complex set of demands the international electronics industry than creating a clothing or housewares at the time, using reliefs and ranges of brand, given the very solid positioning metallic colors to announce the advent of other brands with well-established of a new brand from the outset. As a international track records. When the result Nex, quickly came to occupy a department store chain Paris decided predominant position in its category, to develop its brand Nex, Procorp was and was then able to expand its product asked to create the corporate identity lines to include home appliances. and visual presentation of the different product lines. The competition had PACK AGI NG JAHUEL Visual Identity for a toponymic brand The objective of this project was to use a system of labels to combine the reasserted identity of the Termas de Jahuel Hotel & Spa with its well-defined traditional assets for its new brand of mineral water. To this end, the Procorp team used design to synthesize those aspects that could evoke both the landscape and the hotel as sources of health and well-being, for those are the referents that add value to the purity and functional quality of the product. The proposed synthesis reflected a subtle undertaking in which illustration offered identity and tradition, establishing a dialogue between the historic brand of the Termas de Jahuel hot springs and its emblematic chateau. In this way, the result fulfills the goal of providing a language that distinguishes Jahuel from its competitors, for it develops a narrative that is explicitly associated with the water’s natural source, as well as the curative nature and general well-being associated with the product. PACK AGI NG NATIVA Identity and packaging for a proprietary brand Three distinct factors for development have governed our collaboration in the area of consumer products with FASA, Latin America’s largest pharmacy chain: the profit potential of an attractive package design, the competitiveness of a noteworthy visual presence, and the alignment of design with positioning strategy. For the Nativa line of beauty and cosmetics products, a proprietary brand with distribution in Chile, Mexico and Peru, our project focused on updating the brand’s visual identity based on the new positioning objectives and an exhaustive analysis of its primary competitors in its market. The subsequent exploration of possible label and packaging layouts sought to align the new image with the reasserted positioning, and more effectively draw attention to those distinguishing qualities that had been under-exploited in the existing labels and packaging. Communications M A SS CO M M U N I C AT I O N S CASA AMARILLA Transforming music into experience The year it celebrated 90 years in a protagonist that was familiar yet also business, this venerable Chilean chain of sensitive to the history and experience of stores selling musical instruments and music in Chile. accessories decided to subject its brand to a detailed analysis, the objective of Articulated around the axis of the which was to fine-tune its arguments in company’s 90th anniversary, Procorp’s order to reflect the company’s decades’ communications division invented a series long reign as the predominant force in of activities ranging from point-of-sale, its market in Chile. print and radio events to a significant alliance with the iconic Chilean band As a starting point, Procorp’s project Los Tres on the occasion of the band’s focused on redefining the brand’s return to the concert halls. This last effort strategic platform in order to formulate has been spotlighted through various a positioning plan that took both the campaigns and promotional activities, public and the competition into account. including an exclusive concert and a Once we identified Casa Amarilla as contest for emerging bands sponsored by a brand focused on the enjoyment of Los Tres and developed on a web-based music as an experience, the project platform. came together and progressed toward the design of a communications strategy establishing Casa Amarilla as M A SS CO M M U N I C AT I O N S CARDINALE Advanced communications strategy Procorp has served as commercial On the web, we created a contest communications advisor to Cardinale entitled “How far do you want to go?,” since 2008, when we took over its which invited potential participants to media and point-of-sale graphic upload a home video that followed the campaigns. For 2010, we worked story on the TV spot. This strategy lent with the client to plan a campaign to a multimedia-based continuity to the strategically strengthen its B! brand campaign and helped to significantly and its 24 Flex technology through increase the web site’s visitor traffic, a television spot, communicational especially among young people. pieces for in-store graphic supports, and a web-based video contest, all of which sought to strengthen Cardinale’s positioning among younger market segments. To reach this goal we developed a thematic axis based on the discipline known as Parkour, which allowed us to draw attention to the technological assets of the product in an urban context close to the target group sought by the campaign. M A SS CO M M U N I C AT I O N S DERCO Leadership is the message As Chile’s leading seller of motorized times on the road, Derco, as an industry vehicles and related services, this veteran leader, decided to draw attention to this Procorp client regularly reassesses important step forward in consumer and reaffirms that leadership through safety. occasional mass communication actions. These kinds of corporate campaigns are When management implemented the based on unique pieces that respond to SAP computer system in its corporate specific messages and requirements. Their infrastructure, the company decided objective is to make people aware of the that this significant step forward company’s most recent initiatives and to deserved to be communicated to the buttress the successes already enjoyed by public through a graphic piece created the company. especially for the occasion. When Chilean legislators passed a law obliging drivers to keep their headlights on at all M A SS CO M M U N I C AT I O N S CORDILLERA Shrugging off the effects of a crisis Procorp’s mass communications work The aggressive media plan, focused for this company, an importer and primarily on specialized print media distributor of ceramic and porcelain tiles and radio, contemplated a full insert for the residential market, has evolved in the national network of El Mercurio over the course of two distinct phases. newspapers to present its 2009 product line. The collective communications In the first phase, the objective of effort contributed efficiently to the pieces developed by Procorp was repositioning Cordillera as the provider to breathe some life into the brand’s of choice of ceramic and porcelain tiles presence and its range of products, for the Chilean residential market. emphasizing its relevance as an important actor in its market. In a second phase the campaign focused on increasing the company’s sales margin, which had been languishing (along with the entire sector of building materials) in the widespread calamity brought about by the 2008-2009 financial crisis. M A SS CO M M U N I C AT I O N S JAC MOTORS From positioning to strengthening In mid-2008, Derco decided to introduce The effectiveness of this initial campaign Chile to a line of Chinese trucks that was reflected in the exponential rise in would soon become the symbol of the sales of JAC Motors in the area of new growing market penetration of freight trucks, which allowed the company trucks from that part of the world. to embark on a second phase of communications emphasizing that the In the context of a long-term experiences of first-time customers had collaboration with this client, Procorp’s far exceeded expectations. Two years communications division took on the after the launch in Chile, JAC Motors challenge of planning the campaign is now the leader in sales of Chinese to launch and position the new brand. trucks, and its communications strategy To achieve this, Procorp capitalized on is now oriented toward establishing the effervescence generated by the and reiterating its reliability in the most Beijing Olympic Games, developing varied and demanding conditions. graphic pieces and radio ads that drew a connection between the assets of the new brand and the successes of the Chinese athletes at the Olympic Games. M A SS CO M M U N I C AT I O N S CONTRACT Creativity at the service of effective communications Contract is an Argentine company with over 15 years of experience in the integrated management, design and execution of corporate environments. When it began operating in Chile in 2006, Contract came to Procorp, where the communications division addressed the task of developing a series of graphic pieces aimed at Argentine media outlets in the construction and corporate architecture sectors. The pieces developed y Procorp use a creative approach to conceptualize the broad range of integral solutions that this company offers, underscoring Contract’s key strengths: professionalism, the quality of the services it provides, and the competitiveness of its solutions. This project ably interpreted the complexities of a business through simple images and messages filled with meaning that pushed the boundaries of the category and, without exhibiting finished works (which is typical in these cases), effectively communicated the superior quality of the services offered by the company. M A SS CO M M U N I C AT I O N S CASALE MONFERRATO Establishing links When the clothing manufacturer and Falabella associated company Mavesa decided to develop a proprietary brand, Procorp was hired to invent the name and visual identity and to create its commercial communications strategy. The naming process produced the Casale Monferrato brand, aimed at creating high quality made-to-order clothes for the young urban executive. The advertising campaign focused on qualitative aspects through spaces in media frequently read by the uppermost market segment, which was the brand’s target audience. In addition, successful strategic alliances were cultivated to support the brand’s positioning and to generate a permanent connection with its consumers. M A SS CO M M U N I C AT I O N S CONCHA Y TORO Revitalizing a classic brand In the early 1990s, the local wine wine and the concept and rollout of industry was riding the crest of a wave. ad campaigns for Casillero del Diablo As demanding international markets as well as some of the vintner’s new began to embrace a new generation of wines. This demanding project included Chilean wines, a tremendous number the launch of Trio, an ambitious line of new vineyards and brands came of of reserve wines oriented toward age, offering sophisticated products and a new generation of consumers. attractive packaging. In this context, The campaigns involved everything the venerable Concha y Toro vineyard, a from advertisements in international leader among Chilean wine exporters, magazines to various promotional and decided to reposition some of its direct marketing pieces for distributors, traditional products and create some sommeliers and consumers, an effort new wine collections that could respond that met its objectives and helped to the expectations of the global market. Concha y Toro strengthen its leadership in new commercial settings. The vineyard contacted Procorp to work together to formulate a number of strategic objectives, including the redesign of the visual presentation of its emblematic Casillero del Diablo ENDOBRANDING DERCO Endobranding for a corporate culture In response to the remarkable leadership Derco achieved on the corporate level, the company executives called on Procorp to develop an internal platform to help disseminate practices and values that the company requires of its workers. The goal of this effort was to create and cultivate a corporate culture that was befitting of its status as the number-one business of its kind in the industry in which it operates. In 2006, the systematization of these graphic endobranding campaigns inside the company led to a comprehensive internal manual that documented the company’s principles regarding its relationship with outside groups and the everyday practices of its personnel. Updated on a periodical basis, the Dercointegral Manual of Corporate Principles and Practices has proved to be an efficient reference tool for those who work at this leading company in Chile’s automotive sector, as well as for those who are associated with it. ENDOBRANDING AEROPUERTO SCL A world of communication Procorp’s involvement with the SCL end, Procorp has developed seasonal Terminal Aéreo Santiago, the Chilean information campaigns and promotions capital’s international airport, began targeting specific airport user groups, in 2008 with a series of intramarketing and has implemented permanent campaigns aimed at the sales force supports for communications that are of the stores operating in the airport. aligned with this new image, such as This was a first step toward the goal of institutional blowups, construction area generating, for the public, an identity signage, and directories for locating and an image that might unify the shops and services which incorporated a commerce and service offerings within signage system in Braille for blind users. the airport. Once this new image took hold among internal audiences, the Procorp team focused on disseminating this new image among passengers, visitors, and the broader public opinion. To this ED I TO R I A L CO M M U N I C AT I O N S TUR-BUS Mass publication with customized content The leading interurban bus operator stories attesting to the service-oriented in Chile, Tur-Bus, invited Procorp to vocation of the company. create an editorial project to reflect its redesigned corporate identity in The result of this effort was “Tur the context of an initiative aimed at Club,” a 24-page monthly magazine strengthening communication with the with a print run of 100,000 copies, company’s passengers. distributed to the passengers on board the company’s buses and at customer The challenge consisted of conceiving, service points. The publication, edited editing and designing a print publication by a group of journalists specializing in aimed at a universe of one million print media, was positively evaluated by passengers per month, with content users and symbolized Tur-Bus’s efforts to covering general interest topics related reinforce its preeminence in the Chilean to the passenger experience on a land interurban transportation market. transportation service. At the same time, the editorial mission also included stories of personal courage, and personal ED I TO R I A L CO M M U N I C AT I O N S CHILEVISIÓN Printed words for the television industry Chilevisión S.A. has become one of the accepted and the magazine’s name leading channels in the local television established (“V,” pronounced ‘ve,’ which industry, making its presence felt in means ‘see’ in Spanish), a number of various areas, most particularly news, prototypes were created before arriving dramatic productions and opinion at the definitive format, which covered programs. As a way of reaffirming its topics as divergent and relevant as commitment to professionalism and the boundaries of news reporting, the its concern about the future of the entertainment world, and the complex television medium, Chilevisión decided relationship between culture and ratings. to create a monthly magazine that could serve as a forum for analysis and debate “V” quickly became an authoritative regarding this industry, which plays such voice and reference point for its an important role in Chile. target audience, which is comprised of professionals, communicators, To develop this project, Chilevisión came to Procorp, where our experience in corporate publications was put to use establishing an appropriate thematic model, graphic style and operating structure. Once the proposal was authorities and opinion leaders. ED I TO R I A L CO M M U N I C AT I O N S CODELCO Internal communications with a sense of belonging Chile’s National Copper Corporation, Codelco, the largest copper production company in the world, decided it needed a periodical internal publication aimed at 20,000 qualified readers, including executives, unskilled workers, and professionals as well as advisers, external service providers and opinion leaders. The magazine was conceived and produced in its entirety by Procorp from April 1999 until March 2002, with a series of extremely precise communications-related objectives that included strengthening its readers’ sense of belonging at Codelco and aligning attitudes with the company’s goals and projections. By delivering excellent, original material in the highest quality format and layout, the publication achieved its objectives in a context of autonomy and solvency as a medium of communication. ED I TO R I A L CO M M U N I C AT I O N S FUNDACIÓN ESCÚCHAME A contribution that combined creativity and solidarity Fundación Escúchame is a nonprofit organization dedicated to attracting and channeling funds for the rehabilitation of low-income children suffering from deafness or severe hearing problems. Periodically this institution organizes benefit events that help it meet its goals. In one example of this type of activity, Fundación Escúchame invited 36 Chilean wineries to underwrite works of art that were then auctioned off; the proceeds of this event helped finance the foundation’s projects. This successful initiative was documented in a beautiful book that was presented at the opening of the art exhibition featuring the works, and served as the catalogue for the auction. Procorp handled all aspects of producing this book, providing its services to Fundación Escúchame free of charge. ED I TO R I A L CO M M U N I C AT I O N S CASA BARROS Designing a brochure for luxury items This project consisted of generating a space for promotional communication that, through a well-conceived visual concept, reflected the exclusive nature of the jewels produced by Casa Barros. Among the functional requirements of this assignment, the brochure was intended to serve as an efficient print showcase for products of very high economic and symbolic value, and to communicate the brand narrative and history that its parent company has cultivated for so long. The formal quality of the final product that Procorp delivered is an accurate reflection of Casa Barros’s value proposition, evincing the tradition, contemporary character and elegance associated with its jewels. The material and graphic aspects of the project were honored with a Sappi award for their level of interaction as well as for the superior result of the printed product. This commercial communication initiative has proven to be an exceedingly effective commercial aid for promoting the jeweler and its products. bara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Cata ñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espino id Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Fe anueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Grac ra, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jer doy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Nara na Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigneren, Mariano More ilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Pa car, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Reb ela, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ur vo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzu astián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfr ñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Ca po, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Cha cdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryz isse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando V ncisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Al Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jo rales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, M z, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigneren, Mariano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, M phenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Paola Azócar, Paola Palacios, Paula Casanovas, Pa la, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Rebeca Videla, Renato Díaz, Ricardo Gac, Rica gas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdev ena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bra an Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfredo Muñoz, Álvaro Magaña, Andrea Opo drea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria R men Hidalgo, Carolina Fuentes, Carolina Ljubetic, Todos quienes han formado parte del equipo Procorp han dejado, de una u otra manera, la huella de su profesionalismo y talento. A todos ellos, vaya nuestro saludo y agradecimiento por su contribución al éxito de esta empresa. Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cris sme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Es ía, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hida nfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzm me Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, J os Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Par ía Adelina Gatica, María Patricia Aigneren, Mariano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánch cy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Paola Azócar, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toska ina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Rebeca Videla, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migli ana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rod tillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquie ena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfredo Muñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernánd aldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina O olina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristó vo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Pue pe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonz ríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Ja parro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solima án Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigne iano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pa nzález, Paola Azócar, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, R neda, Rebeca Videla, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián G a Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana Gonzá dra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejan alta, Alfredo Muñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Br gone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Ce quets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bono ise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Ferna ncibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán D nán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Beja ge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, M