Zona Militar
Defense News Portal
The Zona Militar Editorial Group emerges as a prominent figure in the defense information world, challenging the changing dynamics of the media landscape. With a trajectory of more than 20 years in the business, this innovative editorial group has maintained a benchmark image in the sector, establishing itself as a reliable and specialized source of information for enthusiasts and professionals in the military field.
Their dedication to objectivity and truthfulness has earned them the trust of millions of readers worldwide.
Despite their undeniable prestige, the editorial group faced a challenge they could not ignore: their outdated image. Over the years, competition in the digital realm became more intense, and user expectations evolved dramatically. They recognized the need to adapt to continue leading in the editorial market and, at the same time, expand their audience.
Challenge
The rebranding process involved creating a comprehensive brand manual to establish a new visual and communicative identity for the company. Key elements that needed to be designed and defined for the 3 brands included: logos, color palettes, and iconography, among others.
In addition to these redesigns, a typographic family was determined, along with a style for photographic treatment (of objects and subjects), taking into account watermarks, and the study of the buyer personas targeted by the Zona Militar Editorial Group.
Furthermore, 2 media kits (corporate and institutional) were created, along with various developments of graphic pieces for social media with static and multimedia functionality.
Solution
The beginning of the Zona Militar rebranding process starts with the design and conceptualization of the corporate isologotype, which is the key piece of the new visual identity. This isologotype is composed of two main elements that differentiate as follows:
Isologotype: It represents a target merged with an exclamation mark. The choice of this symbol has a powerful connotation, as it evokes the idea of hitting the mark or getting to the point, symbolizing the brand’s ability to provide accurate and effective information.
The circular repetition of the isologo creates an attractive visual effect that guides the reader’s gaze towards the center of the composition, where the exclamation mark is located.
The full name is integrated into the isologotype. The inclusion of the name in the composition aims to communicate the brand’s identity clearly and directly, ensuring that the audience quickly identifies Zona Militar.
Brand Manual
As previously mentioned, the brand manual includes the compilation of the brand concept, design standards, and document writing.
This compilation consists of the logo, typographic family, color palette, iconography, photographic treatments, and the description of buyer personas.
Social Media
For the Zona Militar social media accounts and its secondary brands, strategic decisions were made that reflect the “tactical” concept in each graphic piece.
The objective is to maintain a coherent and recognizable visual identity in all posts, highlighting the military theme and the accuracy of the information provided. The brand’s representative colors are used to reinforce the visual identity, and logos are integrated as clipping masks to give a distinctive style to the images.
Additionally, animated video graphics were also created. These animated videos took the tactical approach to a new level by incorporating dynamic movements and visual effects that highlighted the strategic nature of the brand.
In these animated videos, the logo of each brand was used as a clipping mask, allowing for the incorporation of images with specific themes related to the type of information provided by the brand. This technique achieved a seamless integration between the brand’s visual identity and the video content, providing a unique and memorable visual experience for the viewer.
Media Kit
Business Media Kit: The Business Media Kit is designed to attract clients interested in advertising on the digital portals of the Zona Militar Editorial Group. This kit provides detailed information about the metrics and features of each website within the group. It includes key statistical data such as monthly traffic, demographic audience, interaction rates, and social media reach.
Institutional Media Kit: The Institutional Media Kit aims to present the Zona Militar Editorial Group in an academic and professional environment. This kit provides a detailed description of the company, its history, mission, vision, and values. It also highlights the editorial group’s experience and trajectory in the field of defense and security, emphasizing its recognition as a reliable and truthful source of information.
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