A 11:11 enfrentava uma crise de identidade. A marca utilizada não havia sido planejada e também não possuía uma identidade definida, o que gerava transtornos e dificuldades até mesmo para a criação de materiais internos. Diante desse cenário, desenhei a nova marca e toda a identidade de maneira que fosse inteligente e compreensível, seguindo princípios clássicos do design. Com o apoio de novas tecnologia, complementei a identidade para trazer mais singularidade à marca.
O relógio é o símbolo da agência. A partir disso, a marca nasce do ângulo de 24º formado pelo ponteiro de minutos. Toda a identidade é construída e desenhada seguindo esse princípio.
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Utilizando a inteligência artificial, criei uma biblioteca abrangente com ícones que representam os segmentos de cada cliente ou prospect da agência.
![](https://cdn.myportfolio.com/bfc4fc99848bde70f5dd2c686a964917/3094bb61-291c-4d29-b956-b911afe1e5d3_rw_1920.png?h=06bec370ea1136782e8279fa68315a61)
Além dos ícones, por meio de AI, define um novo padrão para representar visualmente o conceito The Challenger Company.
![](https://cdn.myportfolio.com/bfc4fc99848bde70f5dd2c686a964917/4238ed03-2481-41df-a639-e172f3e78338_rw_1920.png?h=cdcb2b30863e88d227b2b77e8c66072f)
![](https://cdn.myportfolio.com/bfc4fc99848bde70f5dd2c686a964917/8c520705-a07f-4e1a-8217-d4765b7ac1a4_rw_1920.png?h=a538705ae78215480ae3673945217885)
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Para complementar a identidade, por meio de algoritmos eu trouxe uma nova característica para a marca: interatividade. Em uma era em que todas as imagens são geradas com extrema perfeição, tive a ideia de ‘desgenerar’ as imagens, conferindo a elas uma característica única.
Veja a aplicação abaixo no botão.
![](https://cdn.myportfolio.com/bfc4fc99848bde70f5dd2c686a964917/90acf6cf-4c98-48e9-8f0b-732cf91e4c4f_rw_1200.gif?h=ededfa19aaae3cea997c929a37509c46)