Editorial
Product and Service's Reference Portfolio
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Summary:
Graphic project for book, annual periodical – Creation, conceptualization and execution of the entire project, including the layout of the entire book, illustration, covers and graphic accompaniments of the printing process.
Publication has been designed to provide support to the stakeholders of the Commerce System in Brazil (including Sesc and Senac), it groups together different categories of services. Project has been implemented by the National Confederation of Commerce of Goods, Services and Tourism (CNC)1. This publication has preceded the publications standardization project2.
Process and conceptualization:
This work has been developed for the CNC’s Planning Department, it to be applying marketing tools to group all the useful services in Brazilian cities for the Syndicates, the Federations of the Commerce System, Sesc and Senac of all regions.
The project characterization alludes to packaging, it has been a simple concept, but very different from the other printed projects by the entity and by myself, because the special knife has helped in this sense, it has been also bringing a graphic marking on the right side of the right pages (making it easier for the reader to know if he is in the beginning, middle or end of the publication, he to be knowing the location from chapter to chapter). On the cover and along the chapter openings, the visual appeal referring to packaging have been emphasized, “offering products”. In each edition, the publication has been doing with two Pantone main colours, in addition to black.
It is worth mentioning that there was the project of the new visual identity of the CNC at the end of 2012, so that only the Referential Portfolio of Products and Services of the year 2013 received the new brand.
1 National Confederation of Commerce of Goods, Services and Tourism (CNC – cnc.org. br) – Patronal syndical entity, which groups 34 Federations in the whole Brazilian territory, 27 referring to their respective states in Brazil and 7 of these 34 at national level, there are more than five million companies represented in the commerce that generate around 25.5 million direct and formal jobs, it acts in order that the sector is always present at the formulation of public policies, following the progress of the proposals of interest in the National Congress of Brazil and in the defense of the Constitution of Brazil, always it having in focus the laws that may impact the segment.
The CNC was founded at 4th September of 1945, its current President is José Roberto Tadros, who succeeded Antonio Oliveira Santos, in an election that was held in 2018, and it is responsible for the administration of two institutions of great performances in Brazil and that form one of the largest systems of social development in the world, the institution of Commerce Social Service (Sesc – sesc.com.br) and the institution of National Service of Commercial Learning (Senac – senac.br), the first mentioned, with social projects, such as Mesa Brasil, Ecos Program of sustainability etc. (acts in the following areas: Alimentation, Culture, Education, Health, Leisure, Social Assisntence, Sports, Sustainability etc.) and the second in assisting the training and qualification of employees of the companies in the commerce sector (shopkeepers, waiters, chefs, hoteliers etc.).
2 Project of Standardization of the CNC’s Publications – A project in which the head of the Communications Office, Cristina Calmon, journalists from the sector and four designers from the CNC (myself included), together with an external communications office and a graphic design office hired studied all the publications produced in the entity to date, creating a line of reasoning, comparing them with each other, segmenting the various types of content of the entity and creating a harmony in relation to the new visual identity of the CNC (launched in 2012), creating a catalogue, etc. The publications were divided into groups: 1) Technical books; 2) Author’s books; 3) Reports; 4) Manuals; 5) Magazines; 6) Digital newsletters and digital publications.
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