New Identity and Communication for Confraria do Frango do Campo

The final course project is the culmination of the degree in Communication and Audiovisual Design, taught by the School of Applied Arts of the Polytechnic Institute of Castelo Branco, and aims to put into practice the subjects covered over the years. Therefore, this document describes a Visual Identity Redesign and communication strategy project. The project focuses on the redesign of the visual identity and the development of a communication strategy for the Confraria Gastronómica do Frango do Campo, including the communication of a gastronomic festival. The Confraria Gastronomica do Frango do Campo was formed in 2012 to promote and disseminate the country chicken, as well as to defend the authenticity of this product. This report presents the various phases carried out throughout this project, in which in the first one we have the contextualization of the theme, identification of the problem, definition of the objectives, methodology and scheduling. In phase two the framework of the project is addressed and some concepts are theoretically discussed, detailing the selected project methodology and the procedures adopted in the design process. In phase three is the in-depth analysis of the confraternity in question, the study of other entities of the same kind, as well as some companies that use the chicken as a Visual Identity, as a means of comparative analysis of graphic information about the Visual Identity of competitors. The fourth phase is the analysis and diagnostics, an approach is made about corporate ecosystems, swot analysis, personas and finally a communication strategy diagram. The fifth phase is the development of the entire design process of the Visual Identity for the confraternity, the creation of the stationary, the commercial, advertising and promotional media. And all the communication of the Capão and Polarda Festival, organized by the brotherhood, as well as the communication strategy is presented. In conclusion, we have always tried to solve communication problems, find new media and, above all, communicate in an integrated, coherent and adjusted way, something fundamental for a brand to be perceived as a single entity.

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