O modelo de negócio na economia criativa: estudo de caso Jambo Cadernos

Abstract

This paper describes the process of creating and developing a business model for a Creative Economy venture, along with its new visual identity and branding studies. The focus of the study is the brand Jambo Cadernos, a stationery project developed by the author for the past three years, operating in Salvador (Bahia). The Design Thinking approach (VIANNA et al, 2012) was the project's guide, combined with branding (JANKOWISK, 2015) and business development methodologies. (OSTEWALDER; PIGNEUR, 2011/2014). We sought to figure out and sistematize a new phase of the brand , its values, its vision and personality after a series of changes it has undergone throughout its existence. Besides, approaching the public, creating spaces for co-creation, allowed validated and more coherent results. As a result of the process, a new visual identity and branding guidelines were created, along with a structured business model.