Rebranding GrupoQ to Strengthen its Position as Brazil's Leading EdTech Platform

Rio de Janeiro, Brazil
1 Year
Design Lead, Brand Development

I led the comprehensive rebranding of GrupoQ, Brazil's premier EdTech platform serving over 17 million registered users, to reinforce its market leadership and enhance user engagement.

Project Background

GrupoQ needed a cohesive brand architecture to unify its growing portfolio of educational technology solutions, including Q Concursos, Prisma, Folha Dirigida and OPX. The project aimed to establish distinct yet harmonious identities for each brand while maintaining connection to the parent company's vision and values.

Strategic Objectives

Brand Architecture Development

  • Created unique brand identities for multiple subsidiaries including Prisma (high school education platform) and QCarreiras (career development platform)

  • Established visual hierarchies and relationships between parent and sub-brands

  • Developed comprehensive brand guidelines for each entity

Portfolio Expansion

  • Led brand creation for new ventures within the GrupoQ ecosystem

  • Ensured each brand maintained its distinct identity while fitting within the broader corporate framework

  • Implemented scalable design systems for future brand additions

Team Development

  • Built and mentored a high-performing design team to support multiple brands

  • Created efficient workflows for managing concurrent brand projects

  • Established quality control processes across all brand touchpoints



Implementation Process

Research and Strategy

  • Conducted market analysis for each brand's target audience

  • Developed positioning strategies for new and existing brands

  • Created brand differentiation frameworks

Design System Development

  • Built flexible design systems that could adapt to each brand's needs

  • Created shared component libraries for efficient design implementation

  • Established guidelines for brand-specific visual elements

Brand Launch Strategy

  • Coordinated launch timelines for new brands

  • Developed marketing materials for each brand

  • Created transition plans for existing brands







Results

The rebranding initiative successfully established distinct identities for each of GrupoQ's educational technology brands while maintaining a cohesive corporate identity. The project enhanced brand recognition and user engagement across all platforms, contributing to GrupoQ's continued growth as Brazil's leading EdTech company.

Other Projects

Let's Connect!

© Copyright 2024. All rights Reserved.

Made by

Matheus de Souza

in