Identidade visual da MEPS

Abstract

The project developed aims to respond to the communication needs of a Portuguese agri-foods company called MEPS. The project emerges as a profitable opportunity for both parties (student and company) as the communication sector is often sidelined by small and medium-sized companies, due to the high cost that a communication department requires, and in this way (degree project) they do not need to invest, and the student has the chance to experience a more professional exercise. MEPS, despite being a company founded around 1920, did not present a communication that appealed to a defined public, it did not have a coherent visual identity and its digital media are out of step with current technology, so it was necessary, through a methodology, to create a new, coherent way of communicating that unifies the means of communication. It was necessary to make an analysis of the brand's competitors, from more direct competitors to inspirational cases, as well as the analysis of the current brand itself, in order to determine which aspects of communication to change, to maintain, which are the strengths, weaknesses, threats and opportunities to explore, thus helping to define the brand's concept and positioning. Having the positioning well defined, it was possible to develop some sketches of the graphic brand. These sketches would later be improved to arrive at a better graphic branding option, which in turn would be tested in terms of visibility. With the selected graphic brand, the remaining elements of the visual identity were also selected, such as textures, colours, shapes, fonts, 5th element, imagery, and graphics, organized in the form of a stylescape. After defining the visual identity, the brand book was developed as a way to standardize the applications that followed, such as product packaging, website mockup, merchandising, product´s catalog, uniforms, car fleet and stationery. It was also necessary to develop the final arts for the printing of the applications, and respective costs, which together with the labour costs, totalled the project´s price, if it was paid and applied