Vaz
- Client
- VAZ
- Discipline
- Branding, positioning and art direction
- Year
- 2023
- Art direction and design
- Alexandre Wake
- Strategy and positioning
- Thiago Garcia
A branding project created to organize and reposition Renato Vaz’s work across corporate events, experiences and brand activations.
The challenge
Renato had already built strong recognition in the events market, but personal content, social celebrations and corporate projects shared the same channels. This made it difficult to understand his professional scope and the specific value of his B2B work.
My role
I led the positioning strategy, concept and art direction. I structured the brand’s new territory, value proposition and visual identity.
Decisions
The idea
VAZ separates Renato's personal presence from his professional operation while preserving the recognition already associated with his surname.
The positioning treats experience as the product. Beyond producing events, the brand communicates curation, concept, narrative and execution.
The system
Typography, composition, rhythm and image direction create sophistication without relying on the most predictable decorative codes of the industry.
The new structure preserves Renato's personal influence while providing a clearer and more scalable platform for corporate projects, partnerships and new commercial opportunities.
Pieces
