Editorial
Product and Service's Reference Portfolio
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Summary:
Graphic design for an annual publication – Creation, concept and execution of the entire project, including the layout of the entire book, illustrations, covers and accompanying graphics.
The publication has aimed at providing support for stakeholders in the Brazilian Commerce System (including SESC, SENAC, the Commerce System Federations and their syndicates), bringing together different types of services. The project has carried out by the National Confederation of Trade in Goods, Services and Tourism (CNC)1.
Process and concept:
This work has been commissioned by the CNC’s Planning Department, which has applied the appropriate marketing tools to bring together all the useful services available in Brazilian cities, with the aim of supporting the syndicates for these ones, support the commerce’s companies in their respective cities, the Commerce’s System Federations, the SESCs and the SENACs across all Brazilian states.
The project’s design alludes to packaging; it has resulted in a simple concept, yet one quite distinct from the entity’s other printed projects. The special trim helped achieve this, whilst also providing a graphic marker on the right-hand side of the right pages (making it easier for the reader to locate the chapters within the publication). On the cover and throughout the chapter openings, the visual appeal relating to packaging and the ‘offering of products’ has been emphasised. Each edition has produced using two main Pantone colours, in addition to black.
1 National Confederation of Trade in Goods, Services and Tourism (CNC – cnc.org.br) – An employers’ trade union entity, bringing together 34 federations across Brazil, 27 representing their respective states and 7 of these 34 operating at national level, representing over five million businesses in the trade sector that generate around 25.5 million direct and formal jobs; through its structure, it works to ensure the sector is always involved in the formulation of public policy, monitoring the progress of relevant proposals in the National Congress and defending the Constitution, always focusing on laws that may impact the sector.
The CNC was founded on 4 September 1945; its president is responsible for the administration of two institutions with significant operations in Brazil, which form one of the largest social development systems in the world: the Social Service of Commerce (SESC – sesc.com.br) and the National Commercial Apprenticeship Service (SENAC – senac.br), the former, with social projects such as Mesa Brasil, the Ecos Sustainability Programme, etc. (operating in the following areas: Food, Social Assistance, Culture, Education, Sport, Leisure, Health, Sustainability, etc.), and the latter in supporting the training and upskilling of employees in the commerce sector (shopkeepers, waiters, chefs, hospitality staff, etc.).
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