BRF · 2022 · Wayfinding · Environmental graphics
The VIVA BRF culture left the manual and moved onto the walls.
Wayfinding and environmental graphics for BRF. It started at the Curitiba office and became a system rolled out to Campinas, Ribeirão Preto, Itajaí, Rio de Janeiro and Vitória.
- Client
- BRF
- Year
- 2022
- Cities
- Curitiba, Campinas, Ribeirão Preto, Itajaí, Rio de Janeiro and Vitória
- Scope
- Site survey, wayfinding design, environmental graphics and installation oversight
- Group company
- BDDB.ag
- Partner
- Placrim · Production and installation
The challenge
BRF had a new brandbook and a clear internal message: VIVA BRF, Embrace the change. The risk with any culture programme is that it stays in the PDF. People read it once and forget it.
The task was to bring that language to where people spend their day: corridors, rooms, cafeterias and entrances. All of it across offices with different floor plans, flows and walls, without losing brand consistency.
Starting point: the client’s brandbook
The VIVA BRF key visual set the colours, the circular shapes and the value badges. Our role was to translate that graphic system to architectural scale.
What we did
- 01
Survey
We were hired out of Curitiba. We mapped the whole office: floor plans, circulation flows, decision points, available walls and technical constraints.
- 02
Wayfinding design
We designed the full system: signage hierarchy, area identification and culture walls, each with the right message for how that space is used.
- 03
National rollout
The Curitiba project became the standard. We adapted the system to the Campinas, Ribeirão Preto, Itajaí, Rio de Janeiro and Vitória sites, respecting each building’s architecture.
- 04
Production and installation
We specified materials and oversaw installation with Placrim, the production partner for the entire project. What was approved on paper is what went on the wall.
From artwork to wall
Every wall came from a production file with exact measurements. The programme’s seven values became badges with their own personality, designed to be read from afar and recognised up close.
The project on site
-
Meeting-room corridor: Liderança Viva -
The 7 leader commitments, beside area signage -
Value badges and the Embrace the change line -
Cafeteria: the BRF logo in relief -
Corridor: identity shapes lead the way -
Cafeteria: the Healthy Life pillar in the right place -
The artwork wraps the corner and joins both walls -
Break room: #viverBRF -
Entrance hall: values in English and Portuguese -
Liderança Viva in the open-plan office -
BRF brand featured in the workspace -
Access corridor: the campaign at the start of the route
A positioning view
A strong brand outside starts with a brand lived inside. Employees are the first audience of any repositioning. If they don’t see the message in their own workplace, customers won’t either.
Good wayfinding does two things at once: it guides people and repeats the culture every day, at every decision point. In a company with several offices, it is also what keeps Curitiba and Campinas speaking the same language.
- 6
- cities in Brazil
- 1
- wayfinding system
- 4
- stages, from survey to installation
Why hire the group for a project like this
In this case, BDDB.ag led the project. On brand-in-space projects, TBS GROUP brings three disciplines under one strategy, with no hand-offs between suppliers.
-
.xtrategy
Process and strategic planning. Defines what the brand needs to say, to whom and in what order, before anything is designed.
Meet .xtrategy -
BDDB.agLed this case
Branding and implementation of what was created. Designs the system, specifies, oversees production and makes sure the final result matches the design.
Meet BDDB.ag -
PLUS & MORE
Live marketing and launch events. Turns the opening of the space into a brand moment for employees, leaders and guests.
Meet PLUS & MORE
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