Two friends invited me to create the brand for the company they were founding.
Arthur, a former ITA student, with unlimited energy and ability, and Paulo Miranda, with an experience that still impresses me today, and a very clear objective: to make this world a better place.
Here at JETER DESIGN, we strongly believe in the strength of purpose as a means to generate value for a brand. So, we started with a great exercise with DEEP leaders to understand in depth the personality, essence, aspirations and differentials. More importantly, we uncovered the purpose and what was special about this company.
From the beginning, one of their biggest concerns was to do everything with depth and competence, going to get the purest data from the companies' accounting to do the calculation and deliver ESG data with precision. With this, a value criterion would be created from the perspective of the impacts of all the investments made by the companies.
After many names passed around the table, and some heated discussions, DEEP emerged as something obvious – like almost all good design, the obvious and the simple reveal themselves only after a lot of sweat. Short, international name, easy to say and remember, aligned with the personalities of the two managers and, most importantly: free to register with the INPI!
We conceived a brand that, at the beginning, would be accompanied by the letters ESG to guarantee a direct association with the solutions that were being created. The tagline carries the company's DNA – “IMPACT THAT MATTERS” – and it took as much work as the name, as it had to have depth and be loaded with meaning.
The ideas were falling into place and finally the DEEP symbol appeared, which is a D being “peeled off”, to gradually reveal the deepest and most difficult data to be discovered. This D is divided into three parts, with three different colors representing (E)nvironmental, (S)social and (G)overnance, revealed in that order.
I am very proud of this project and, even more, of the positive – and profound – impact that I feel helping DEEP to generate on people, companies, society and, why not say it, on the world!
