Ailu / Rebranding

MISSION

Imagine a future where people have the freedom to build the life they desire, in the place they have always wanted to live. Born from Cidadania Já – the largest Portuguese citizenship advisory in Brazil – the company has the necessary expertise to provide accurate and up-to-date information, practical planning tools, and an engaged community, ready to share experiences and knowledge to assist in the pursuit of a better quality of life.

Our mission was to support the transition from Odgo to the new brand Ailu, authentically translating its personality and purpose in a project that involved the complete development of positioning, verbal expression, logo, and visual identity, bringing to life a brand that reflects its commitment to the community and its transformative role.

STRATEGY

By synthesizing the purpose of inspiring a better life, anywhere in the world, we defined the tagline “Our tribe is our home”: a powerful statement that celebrates the importance of community, mutual support and the feeling of belonging, while being connected to the attributes of a collaborative, transparent, empowering, and human brand.

It invites us to reflect on the role that relationships between people play in our lives and the transformative potential of the tribes we belong to.

IDENTITY

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The verbal expression conveys an informal, light, and positive tone, while Ailu’s visual identity is based on lines and graphics inspired by the logo symbol, representing distinct moments in the immigration journeys.

These elements connect, cross paths, and sometimes even diverge, reflecting the collaboration and cooperation between those who wish to immigrate and those who have already immigrated.