Case Study
Internal alignment workshops
Brand strategy
Renaming
Rebranding
Logo animation
Brand guidelines manual
Website and social media guidelines
Brand architecture and sub-brands
Brand manifesto
Social media identity
A brand that beats with the rhythm of Covilhã. Over 100 years of associative history, now reimagined to shape a future of solidarity, innovation, and social impact. Mutualista da Covilhã exemplifies how the past inspires the present and builds a future at the heart of the region.
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CREDITS
Creative Director and Strategist: Luís Pinto
Logo Design: Pedro Azedo
Visual Identity and Design: Inês Pérez
Motion Design: Joana Fatela
ACKNOWLEDGMENT
We extend our gratitude to the team at Mutualista da Covilhã for entrusting us with this significant mission. A special thanks to President Nelson Silva and Sandra Invêncio, responsible for Marketing and Communication, whose support and enthusiasm were crucial to achieving the ambitious results we set out to accomplish. It was a privilege to collaborate with such a dedicated and visionary team, in this transformation that places Mutualista at the heart of the region and the future of mutualism.
INTRODUCTION
With over a century of history, Mutualista da Covilhã is a cornerstone in the life of the city and the Centro region of Portugal. Grounded in mutualism, this institution embodies a vital force of solidarity and progress, positively impacting generations of Covilhã residents. Seeking to reaffirm its identity and establish itself as a national and European benchmark, Mutualista entrusted Inicial with the task of leading a profound and meaningful brand transformation.
THE BEGINNING
Mutualista da Covilhã faced critical challenges: to better communicate its role as a mutualist institution, attract new audiences and talents, and enhance its relevance within the community. More than a visual update, the project demanded a reinterpretation of its essence, aligning the institution’s history and values with a contemporary and ambitious vision. Our journey began with a series of internal alignment workshops involving the leadership and extended team of Mutualista. These sessions allowed us to listen, discuss, and collectively define what the brand represents and how it should be perceived.
THE JOURNEY
Building on an in-depth analysis, we laid the foundation for a brand strategy that placed the “heart” at its core. This essential concept guided: - Renaming: From Mutualista Covilhanense to Mutualista da Covilhã – a name that is more direct, simple, and relatable. - Rebranding: A monogram symbolizing a heart – emotional and logical, combining form and function into a powerful and versatile identity. - Brand Architecture: Creation of sub-brands and a cohesive system for communication across various formats. - Manifesto: A galvanizing text that conveys the purpose, legacy, and vision of Mutualista da Covilhã. - Design: Applications spanning from vehicle fleet to social media, ensuring consistency and impact across all touchpoints.
THE OUTCOME
Mutualista da Covilhã emerged as a brand with emotional presence and universal significance. The new symbol, aligned with the concept of the “heart,” conveys care, closeness, and solidarity. The manifesto gave voice to the institution’s mission, emotionally connecting with both internal and external audiences. These changes strengthened ties with the local community while opening pathways to reach new audiences and markets. Mutualista now positions itself as a reference in social impact and innovation, with a clear and memorable identity.
LOOKING AHEAD
Mutualista da Covilhã is more than a century-old institution; it is a symbol of resilience and commitment to people. This case study highlights the power of transforming history and values into tools for progress and relevance. We will continue to support Mutualista da Covilhã in its mission to build solidarity and innovate for a fairer and more inclusive future.
