Chefe do Ano
A brand identity for an employee-recognition platform, built to survive a hundred different company logos sitting next to it.
Project
Placeholder copy. Chefe do Ano needed a mark and a voice that could sit beside a client's own branding without disappearing into it — loud enough to read as a category winner, plain enough to reprint in a hundred different contexts by people who are not designers.
Directions
Placeholder copy. Three directions were tested before the one that shipped: a badge system built from the client's own initials, a condensed wordmark carried entirely by weight contrast, and the winning route below — a single oversized numeral standing in for "year," repeated until it reads as pattern rather than data.
System
Placeholder copy. The system reduces to one typeface, one numeral treatment and one accent used at a single density, so a hundred different in-house teams could apply it without a design review.
Delivered
Placeholder copy. Delivered as a brand guideline PDF, a badge generator and a set of social templates sized for the platforms the client actually used.
