This visual identity project was a study created for the rebranding process of Vmax, a project managed and implemented by the CZ agency. But before diving into the specifics, let’s understand a little more. Vmax is a company providing high-quality and performance telecommunications solutions in Brazil, serving residential, corporate, industrial, and governmental markets. Their mission is to bring people and purposes closer through constant connection.

The life motive and pain point for this project was that the old visual identity no longer reflected the brand’s principles of being direct, decisive, efficient, and approachable. In addition to functional aspects such as flexibility of use and uniqueness, it was imperative to redesign a more modern visual system without losing connection to its structure.

I maintained the prominent use of orange in the color hierarchy with a new tonality. Still, the most challenging part was creating a typography from scratch that was friendly, technological, and distinctive, using only the four letters of its name to convey all necessary personality. To achieve this, I constructed a grid that favored its characters and created a fixed-width sans-serif structure with rounded corners. One of the highlights of the logo was representing the values of connection and proximity through the letter ‘X’, generating highly dynamic graphics.

To bring this ecosystem to life, now with new elements (logo, colors, and graphics), perceptions of performance, speed, and fluidity were foundational and can be consistently perceived in the new visual identity.