Claro
Our task was to reimagine the design system of an established telecom brand with significant presence in consumers' lives. We needed to transform Claro into a future-ready brand with consistency, leveraging its iconic symbol while embodying its core values of innovation and technology through a unified, modern visual language.
Client
Claro
Industry
Telecom
Year
2024
Services
Brand Identity
Content automation
A.I. Production
01 Context & Challenge
Claro is one of Brazil's largest telecom brands — with a production scale to match. Visual assets were produced by multiple vendors across the country, with no unified system controlling light, color, casting, or location. The result was a brand that looked different depending on who made the material. The brief was clear: a full rebranding that would make Claro more sophisticated, more consistent, and give the brand an icon strong enough to stand on its own — the way Apple's logo works independently of the wordmark.
02 Strategic Intent
The core insight was that consistency couldn't be solved at the execution level — it had to be solved at the system level. The new logo was designed to be adaptable across products, services, and audiences, while functioning as a standalone brand icon. A custom LoRA was trained to encode Claro's visual identity — light behavior, color signature, casting, and location aesthetic — directly into the production pipeline, so every image felt like it came from the same world, regardless of product or vendor.
03 What We Built
A full rebrand including a new adaptive logo with AI-generated symbol variations for different products, services, and audiences — and a custom LoRA that produced consistent imagery across Claro's entire portfolio. Over 3,000 images were generated to deliver 300 final assets, each with a distinct visual identity for its product while maintaining a unified brand language. Delivered in 3 months, versus the 10 months a traditional process would have required.
04 Impact & Extension
Claro gained something it didn't have before: a unified visual universe across every product and service, with a level of sophistication and production value that traditional photography at this scale and budget couldn't match.
The AI system unlocked richer lighting, more refined composition, and greater visual consistency — replacing a fragmented multi-supplier model with a single source of truth. And for the first time, the brand had an icon built to carry the identity on its own.
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