Brand designer connecting strategy, processes and co-creation with visual craft. Constantly exploring ways to make brands more consistent and meaningful.
Brand designer connecting strategy, processes and co-creation with visual craft. Constantly exploring ways to make brands more consistent and meaningful.
DESIGN + STRATEGY
A new corporate brand was needed for the group behind brands like Vonixx, Vintex, and Zacs that would represent the existing business as well as the future perspectives of the ecosystem. This led to TRACT's conception as an institutional brand with a mission to connect employees, partners, and evolve the brazilian detailing market.
Based on the Ruler archetype, TRACT's strategy aims to strengthen its position as a benchmark in car detailing solutions, highlighting its role in the industry's evolution and valuing its talent. The goal of its identity system was to visually capture the brand’s dynamic, leading, trustworthy, innovative, and tech-forward personality.
To do this, I explored visual translations of each brand keyword. Dynamism is expressed through variable typography, a typeface capable of adapting into a wide range of textual compositions, creating dynamic, changeable visuals. Growth and advancement are communicated using geometric shapes arranged in expanding compositions. Technology and innovation come to life through vibrant colors that reflect the aesthetics commonly associated with technology companies.
The logo itself is a synthesis of all these visual translations. It blends innovation through unusual geometric endings paired with uppercase typography, visually signaling the brand’s strength and authority. Meanwhile, dynamism is represented by the enlarged and emphasized letter "A," symbolizing movement and leadership—the first letter of the alphabet and of the word “action".
By merging together variable typography, expanding geometric patterns, and vibrant tones, the visual system speaks of both maturity and motion, suggesting TRACT as a reliable brand that is always looking forward. The logo captures that spirit, standing bold and confident.
Growth is a central theme of the brand experience, both for the industry and for the people. TRACT aims to develop the professional skills of its employees and build connections between industry experts. The result is a corporate brand that extends beyond the traditional. It acts as an engine of innovation, culture, and strategic vision for the future of the industry of car detailing in Brazil.