CENCOMMERCE

Cencommerce is a business unit of Cencosud, created in 2020, which focuses on improving the regional digital capabilities of various business units and generating synergies between them. The unit seeks to unify processes to promote growth in the digital sphere.

PROJECT BRIEF & REBRANDING GOALS

Cencommerce’s identity looked outdated and didn’t reflect the brand’s values, vision, and personality. The team was also confused about the uses of the graphic design elements and didn’t feel represented by the current logo. The project’s main goal was to redesign the visuals to reflect the new leaders’ vision, give the business unit a more professional look, and improve the team’s quality of work and sense of belonging.

MY WORK

Even though the project followed my traditional rebranding process, this time I took a leap of faith and did it collaboratively with the teams from Uruguay, Chile, Brazil, Peru, Colombia, and Argentina .
The idea arose at the beginning of the project when one of the managers proposed I do this process in the most democratic way possible.
After doing some research I came up with the idea of ​​doing several face-to-face and group collaborative workshops with people from all the countries in which the company is present.
The result was better than expected. Everyone felt involved in the process and this reinforced the sense of belonging and engagement in the team. It was a very inspiring, exciting, and touching experience for me as a designer and for the employees as a team.

THE CONCEPT BEHIND THE LOGO

The mycelium:
It is a network of filaments underground, which acts as an invisible force regulating the cycles of life in nature, similar to the neural network or the Internet network that ebbs and flows generating connections. Cencommerce functions as that interlocking network of collaboration, where each member, like each strand, plays a vital role in the expansion and strength of our ecosystem.

THE WORKSHOPS

FINAL REBRANDING: COLOR PALETTE, LOGO, FONTS AND GRAPHIC ELEMENTS