Content For Business
Content with character, the new value proposition from Content for Business that reinforces the idea that character is what makes each story unique
Background
Grupo Planeta has a department dedicated to creating tailor-made content that helps brands and companies stand out by bringing their stories to life. They do this through a wide range of products — from commemorative books and limited editions to exhibitions and exclusive editorial projects. Unfortunately, until recently, the department lacked the right touchpoints to increase its visibility and strengthen its position in the industry. That’s why they asked us to help create their brand, develop their website, and plan their LinkedIn communication strategy.
Strategy
We began the challenge with a strategic deep dive to define their positioning and agree on a new brand name, which is now Content for Business. The name reinforces the connection to Grupo Planeta while clearly identifying their target audience.
We also defined the brand’s key attributes — creativity, empathy, enthusiasm, prestige, and personalization — which became the foundation for the concept of “Content with character”. This central idea highlights that character is what makes a story unique and, at the same time, what allows brands to connect with audiences in an authentic and meaningful way. The concept is also used as the brand’s core claim.
Brand Expression
The new identity of Content for Business is expressed through a tone of voice that is corporate yet approachable, capable of conveying trust and professionalism without losing warmth. To achieve this, we developed a manifesto built on the premise that character is the common thread that defines and connects us.
Visually, the concept was translated into a graphic system that puts the spotlight on the pieces created for their clients. Through carefully crafted and sophisticated art direction, we conveyed the prestige and distinctive value of their projects — in essence, their character.
Brand Implementation
To ensure effective implementation, we designed and developed their website, directed the art for all project photography (in collaboration with the Umami Brands team), and created their LinkedIn strategy. This included structuring editorial lines, defining both textual and visual content, and setting up a consistent publishing schedule.
