Belas — Institucional

The Client:

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Shopping Belas Guaporé is a premium shopping complex located in the Serra Gaúcha region, a benchmark in Southern Brazil for fashion, jewelry, and lingerie. With over 100 commercial establishments, the shopping center represents the excellence of the Guaporé industrial hub, known for being one of the main centers of jewelry and lingerie production in the state of Rio Grande do Sul and the second largest producer in the country. Belas' high-standard infrastructure attracts discerning consumers from across the southern region, who seek exclusive products, personalized service, and a sophisticated shopping experience.

The Need:

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To develop a new institutional visual language that would translate the sophistication, exclusivity, and quality of Shopping Belas Guaporé, creating a cohesive visual system for all customer touchpoints. The project needed to reflect the shopping mall's premium positioning and its connection to the world of fashion, jewelry, and lingerie, through a contemporary visual language that engaged with international trends while preserving regional identity and the link to Guaporé's manufacturing tradition. It was also essential to establish clear guidelines for brand application, ensuring consistency across all materials, integrating elements that evoke the sophistication of the fashion world, but without losing the connection with the local audience. The developed materials needed to elevate the perceived value of the brand and generate a desire to visit and consume, gradually implementing the new identity to maximize recognition of the renovation and minimize negative impacts during the transition.

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The Solution:

The solution was simple: bring all of Shopping Belas Guaporé's branding into line with market aesthetic standards and narratives, both offline and digitally. All of the client's billboards and flyers for seasonal campaigns were revitalized, and a social media graphic design project was developed, with strategic posts to reinforce the brand. We also created a Shopping Belas guide, which contains information on all the brands present in the Shopping Center, and is still used today to find new prospects and information about the retailers. SUN UP is grateful for the opportunity to have made history in one of the largest developments in Guaporé.