Todes was born from a great pain: the terrible customer service that LGBTQIA+ people was receiving from Brazilian mobile operators. Driven by the purpose of connecting everyone in an inclusive way, the brand operates through a diversity bias, focusing on LGBTQIA+ employability in addition to offering a personalized not binary service. Todes also reverts 5% of its profit to community support NGOs, in addition to promoting communication actions that aim to educate society about subjects as diversity and respect.
The main goal of the Naming process was to reach a name that was inclusive while resonating the values of the LGBTQIA+ community. At the end of 45 days, a long list of over 300 names was produced. Todes was chosen because it´s a word that represents the togetherness of all people in an inclusive way. “Todes” is the portugese pronoun for “everyone”, in a genderless, neutral language format – hence the final syllable “-es” instead of “-os” or “-as”, which reduces the word to male or female denotations.
In the Branding project, the adoption of inclusion as a concept was extended to the brand’s personality in a fun and educational way. These same ideas guided the creation of the visual identity. The logo was customized with characters of different shapes styles to highlight the brand’s diversity. In addition, a wide color palette was defined, which presents colors from all 28 flags of the LGBTQIA+ movement.
Beyond the Naming and Branding project, Ismo was responsible for the brand launch campaign and it’s content strategy, which soon aroused the attention of the community and major press vehicles, generating connection and representativeness.
- Agency/Creative: Ismo Design
- Article Title: Ismo Design Creates Branding for Todes Telecom
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: Porto Alegre
- Market Region: South America
- Project Deliverables: Brand Creation, Brand Identity, Brand Naming, Brand Strategy, Brand Tone of Voice
- Industry: Telecoms
- Keywords: LGBT | Branding | Pride | Inclusive
Creative Direction and Design: Caroline Campos
Creative Direction and Design: Felipe Johann
Motion Design: Pablo Dias
Social media: Pietra Alves
Brand Tone of Voice: Jaquelini Luz
Design Assitant: Thiago Ferrão
Design Assistant: Kauê Marques