Resumo:
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.
