Ricardo Eletro
Ricardo Eletro, now owned by a holding company, is a Brazilian retail chain specializing in electronics and home appliances.
My Work:
As creative director of the then Pro Brasil Propaganda between 2003 and 2009, the brand needed to be directed. The focus we chose was differential positioning. Ricardo Eletro needed to be perceived as different from competitors, becoming a strategic competitive differentiator. Everything that involved the presentation of the brand after this choice, began to seek this positioning.
Brand Building:
Based on extensive market research, we decided to build a sensationalist image, with direct and impactful messages where the sense of opportunity was easily perceived both in printed brochures and in radio and television advertisements. Another differential was the creation of stores with a much more attractive and modern layout compared to the competition at the time.
Visual Identity of Campaigns
Results:
In 2010, Ricardo Eletro merged with another large retailer and formed the Holding: Máquina de Vendas. In 2015, they became the second largest electronics retail chain in Brazil with 1,100 stores in 442 cities and 30,000 direct employees and annual revenues of approximately $2.5 billion dollars.
Visual Identity of Stores
