KOBU Agency

Say hi to Umana™ Family! Let’s be honest: Helvetica didn’t quite capture the heart of the Cruz Vermelha Portuguesa ✔️ So, we gave it a glow-up with Umana™ — a custom typeface built in-house by the talented Brígida Guerreiro! Crafted to reflect the values of humanity, resilience and courage, Umana™ is warm, approachable and designed to connect with people. From bold headlines to tiny details, it amplifies the brand’s social impact, bringing it closer to the communities it serves. __ Digam olá à Umana™ Family! Sejamos honestos: a tipografia Helvetica nunca conseguiria captar verdadeiramente a alma da Cruz Vermelha Portuguesa. Por isso, criámos a Umana™ — uma tipografia personalizada criada internamente pela talentosa Brígida Guerreiro! Concebida para refletir o sentido humanístico, resiliente e corajoso da marca, a Umana™ foi desenhada para criar uma ligação mais orgânica e genuína com as pessoas. Dos grandes títulos aos pequenos detalhes, esta tipografia procura ampliar o impacto social da Cruz Vermelha Portuguesa e aproximar a marca do público. #cruzvermelhaportuguesa #kobuagency #rebranding #brandidentity #customfont #customtypeface #typography #kobufoundry #creativejourney #stayweird

Rebranding isn’t just about a new logo — it’s about reshaping perceptions. For the Portuguese Red Cross, we had to ask: How do we honour 160 years of legacy while ensuring hope, humanity, and resilience remain alive today? By developing a strong core creative concept, “More than a Cross,” we were able to connect the brand’s legacy to its future, moving beyond the symbol to emphasise its inherent humanity and profound impact on people’s lives. The vision of our Creative Director, Marta Gouveia, brought this idea to fruition, ensuring that the brand's essence remained at the heart of this transformation. __ O processo de rebranding é muito mais do que a mudança de um logotipo— tem a ver com a alteração ou o reforço de uma nova perspectiva. Para a Cruz Vermelha Portuguesa, o principal desafio consistiu em encontrar forma de honrar 160 anos de história, mantendo viva a esperança, a humanidade e a resiliência nos dias de hoje. Ao desenvolvermos um conceito criativo forte, “Mais do que uma Cruz,” conseguimos estabelecer uma ligação forte que conecta o legado da marca ao seu futuro, indo além do símbolo para destacar a sua humanidade intrínseca e o profundo impacto que tem na vida da comunidade. A visão da nossa Directora Criativa, Marta Gouveia, deu vida a esta ideia, assegurando que a essência da marca permanecesse no centro desta transformação. #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #creativeconcept #creativejourney #stayweird

The brand consulting phase was a deep and complex journey — one that focused on defining clear goals, unlocking strategic insights, and shaping the core creative concept. Our Head of Strategy, Isabel Pelica Evaristo, explains that the project's goal became clear: to refresh the brand and make it more approachable, more human, in order to reflect the institution's true purpose. But what would this new brand persona be like? How would it behave? How would it speak? Ideas started flowing. __ A fase de consultoria de marca foi um processo longo e complexo, que se concentrou em definir objetivos claros, obter insights estratégicos e, com isso, fundamentar o conceito criativo central. A nossa Head of Strategy, Isabel Pelica Evaristo, explica, o objectivo do projecto tornou-se claro: renovar a marca e torná-la mais próxima, mais humana, de forma a reflectir o verdadeiro papel da instituição. Mas como seria essa nova persona da marca? Como se comportaria? Como se expressaria? As ideias começaram a fluir. #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #creativejourney #stayweird

A brand’s true essence is reflected in the consistency between its values and how they are communicated. As Sandra Lopes highlights, the team identified a disconnect with the Portuguese Red Cross: while their actions were driven by compassion and a deep commitment to people, their branding didn’t reflect the same empathetic tone, instead adopting a more institutional voice. Our goal was to realign their communication to authentically mirror the brand’s deeply human mission. __ A verdadeira essência de uma marca revela-se na consistência entre os seus valores e a forma como são comunicados. Como Sandra Lopes sublinha, a equipa identificou uma desconexão: embora as ações da marca fossem impulsionadas pela compaixão e por um compromisso profundo com a comunidade, a sua comunicação não transmitia o mesmo tom empático, adoptando, em vez disso, uma voz mais institucional. O nosso objetivo foi ajustar a sua comunicação para que refletisse de forma genuína a missão humana e solidária da marca. #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #creativeconcept #creativejourney #stayweird

Rebranding a legacy institution like the Cruz Vermelha Portuguesa ✔️ meant digging deep into many question marks. Our research revealed a gap between the institution's recognised relevance and the brand perceptions by the general public. The message was there but it wasn't quite resonating on an emotional level.  We’ve refreshed its identity to make it more visible, dynamic, and relevant in today’s world. By refining the brand’s core values and mission, we’ve reignited its voice, bringing it closer to the people. __ O rebranding de uma instituição com o legado da Cruz Vermelha Portuguesa exigiu uma profunda análise, reflexão e sensibilidade. A nossa pesquisa revelou uma lacuna entre a relevância reconhecida da instituição e a forma como a marca é percepcionada actualmente pela generalidade do público. A mensagem estava lá, mas não estava a surtir efeito no plano emocional. O rebranding da marca visou essencialmente torná-la mais visível, dinâmica e relevante no mundo atual. Ao alinharmos os valores centrais e a missão da marca, reacendemos a sua voz, aproximando-a das pessoas a quem quer chegar. #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #brandpositioning #creativejourney #stayweird

The journey to rebrand the @Cruz Vermelha Portuguesa ✔️ started with the most fundamental question: Why? We began with insights from over 1,000 people closely connected to the institution, from volunteers to employees and supporters. While there was an immense sense of pride in the brand, there was also frustration over its faded voice. Through interviews and analysis, we pinpointed opportunities to strengthen the brand and reconnect with the public. The result? A strategy designed to amplify the Portuguese Red Cross’s impact in today’s world. __ A jornada de rebranding da Cruz Vermelha Portuguesa começou com uma questão fundamental: Porquê? Contámos com o feedback de mais de 1.000 pessoas ligadas à instituição, desde voluntários a colaboradores e doadores. Embora houvesse um enorme orgulho e carinho pela instituição, existia também um sentimento de frustração para com uma sensação de ausência da marca na comunidade. Através de entrevistas e análises, identificámos oportunidades para fortalecer a marca e aproximá-la do seu público. O resultado? Uma estratégia pensada para amplificar o impacto da Cruz Vermelha Portuguesa no mundo atual. #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #brandconsulting #creativejourney #stayweird

An iconic brand. A legacy of profound impact in Portugal. Yet, there was something that felt out of sync. Last year, we were tasked with rebranding the Cruz Vermelha Portuguesa ✔️ and helping it reconnect its powerful history with today’s communication challenges and the growing need for connection. Curious to see how we approached this monumental challenge? Stay tuned! __ Uma marca icónica. Um legado de profundo impacto em Portugal. No entanto, uma sensação de desarmonia persistia. Em 2024, fomos convidados a desenvolver o rebranding da Cruz Vermelha Portuguesa, alinhando a marca com a sua história e adaptando-a aos desafios de comunicação atuais e à necessidade de maior proximidade com a população. Curiosos para descobrir como abordámos este desafio? Fiquem atentos! #cruzvermelhaportuguesa #kobuagency #rebranding #identity #strategy #creativejourney #stayweird

Every project we create at KOBU Agency becomes part of our story. With Zima Health, this was a journey of clarity, transformation, and connection. Having collaborated with the team behind Zima Health before, this project reinforced our partnership and showed how great ideas and effective communication lead to exceptional outcomes. We’re proud to have partnered with Laura and BJ to craft a brand identity that goes beyond visuals, creating a cohesive digital and visual ecosystem that reflects their values and vision. We can’t wait to see how the brand evolves and makes its mark in the years to come! Curious about how the full project came together? Discover the process of Zima Health’s branding journey in our latest case study. Click below to read the full case study! https://lnkd.in/du6uV3BJ #kobuagency #zimahealth #branding #healthtech #casestudy #creativejourney

Every great brand begins with a story. For Zima Health - Mental Health Operations Partner, that story first emerged during our brand strategy workshops with the founders: the unexpected yet compelling narrative of “Zima Blue” from the animated series "Love, Death & Robots". In the episode, Zima Blue’s journey of self-discovery is about stripping away complexity to uncover the essence of purpose. This philosophy resonated deeply with Zima Health’s mission: simplifying the operational burdens of mental health clinics so professionals can focus on what truly matters—their patients. We brought this shapeshifting essence, rooted in human connection, to life through Zima’s Essence—a dynamic, flowing key visual that symbolizes energy, transformation, and connection. Subliminally, the story of Zima Blue is woven into the brand, with the blue from the episode represented as part of the vibrant colour palette. Paired with the tagline “Shaped by Connections. Guided by Knowledge,” the identity embodies the seamless support and clarity Zima Health provides, creating a brand that feels as purposeful as its mission. See how these elements come together, forming the foundation of Zima Health’s story-driven visual language. #kobuagency #zimahealth #branding #mentalhealth #creativeconcept #zimablue #designjourney

A brand is so much more than just a logo—it’s a concept that unites every visual element, weaving them into its universe and pillars. For Zima Health, we drew inspiration from their mission: to seamlessly remove obstacles in the everyday operations of mental health businesses, empowering professionals to focus on patient care. At the heart of the brand lies a dynamic, pulsating, multi-coloured graphic element—Zima’s essence—symbolizing energy, evolution, and the transformative journey of mental health care. This idea of flow, represented by Zima’s essence, is reflected across all touchpoints—a vibrant motif that transitions effortlessly from digital platforms to printed materials, embodying the support and vitality Zima Health offers its partners. Take a closer at our Behance Profile to see how Zima Health’s branding concept takes shape across these applications, bringing clarity and cohesion to every interaction. https://lnkd.in/dfR58RxN) Tomorrow, we’ll share the story of how this concept was brought to life—stay tuned! #zimahealth #kobuagency #branding #mentalhealth #creativeconcept #designjourney