Design estratégico e branding para um artista lettering: o caso nobreeart

Abstract

This paper seeks to present how the design, more specifically the strategic design, in the context of brand management (branding), can help in the valuation of image, identity and differentiated value proposition for a lettering artist in the market. In the development of this research, it was necessary to theoretically ground the themes of design, strategic design, branding, and lettering, to understand the relationships among them, as well as their applications. The methodology used was based on the fundamentals of David Aaker's brand development methodology, contained in his book Building Strong Brands, in conjunction with the fundamentals presented by Guilherme Sebastiany (Brandster) in his online course Beabá do Branding, and the methodological perspective is seen in Wheeler (2008) contained in his book Brand Identity Design. Analyses of similar lettering artists were also carried out to help define which features should be included in the final product to obtain a strong brand that helps to enhance and differentiate the Nobreeart brand in the market.