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Internal branding education
a learning platform that taught one of brazil's largest banks to use its own brand system.
Itaú runs one of the most extensive brand systems in Latin America: a master brand and a family of sub-brands, each with its own audience, from Agências to Uniclass, Personnalité, Private Bank, Empresas and IBBA.
A brand system that size only works if the people inside it know how to use it, and at Itaú that means close to 90,000 employees. The brand manual existed. Using it well, consistently, across that many people, was not a given.
turn a brand manual into something the whole organisation actually uses.
Create an internal learning journey that equips employees to use Itaú's brand tools with clarity, consistency and purpose, going beyond the technical rules to the reasoning behind every visual and verbal decision.
In partnership with Itaú's in-house team, NoBull designed a tailored educational platform to strengthen brand understanding across the whole organisation.
Aline led the content strategy and brand-education design: the teaching methodology, the mandatory learning tracks by audience, the content plan, and the coordination of the vendors and specialists involved.
The classes were recorded at Itaú Studios, working with a production company and a range of suppliers, and taught by the very professionals working on the rebrand, so the learning came straight from the people building the system.
It started by understanding the different audiences among nearly 90,000 employees, each needing a different level of knowledge, and how conceptual or explanatory the content had to be for each.
Every module went beyond technical guideline use, carrying the reasoning behind each visual and verbal decision.
Content was produced and rolled out in phases, from preparation through pre-production to post-production, coordinated across vendors and specialists.
Seven months of production in total: four modules, each with roughly three to five videos.
the brand manual became living culture.
A strategic learning experience that turned guidelines into shared understanding across Itaú, delivered as seven months of production across four modules. Itaú remains Brazil's most valuable brand in Interbrand's ranking, the kind of brand equity that only holds when thousands of people apply the system the same way.
Itaú is the case for brand education as adoption: the layer that decides whether a brand system actually holds at scale.