Identidade visual e posicionamento de marca para a ONG “GPAVR”: grupo de proteção aos animais do Vale do Ribeira

Abstract

With the covid-19 pandemic came an epidemic that hit domestic animals, nicknamed by journalists as “abandonment epidemic”, which, according to the OSCIP (Civil Society Organization of Public Interest) Ampara Animal, increased by 70% in the country. Several animal protection NGOs reported increasing rescues and decreasing adoptions and donations. The objective of this final paper was to create a visual identity and brand positioning for the NGO “GPAVR” (Animal Protection Group of Vale do Ribeira) to enhance its communication and enable the increase the numbers of volunteers, donors and adoptions that were affected during the pandemic. To achieve the desired results, issues relevant to the construction of the system were addressed, from the understanding of the third sector, NGOs and the role of Social Design, to the definition of branding, briefing and visual identity system. To structure the development of the project, the methodology of Maria Luísa Peón was used together with the methodology of Alina Wheeler, which were summarized in the following stages: problematization, strategy clarification, conception, creation of contact points and specification. The result of the work was the development of the visual identity and brand positioning that were compiled in a brand book.