This was the initial GUI proposal chosen by the client. Paralela's face on the Brazilian net frm 2001 until the end of 2004.
This was the second generation GUI proposal presented to the client, Paralela still was not chosen as the final name.
This was my initial GUI proposal presented to the client.
Paralela
Brazilian women's
portal
12 of 12
Client: Idealyze /Grupo Abril
Place: Sao Paulo, Brazil
Year: 2000
Highlights:
In 2000 while directing the creative team
in Belgium (at USwebCKS later on transformed into marchFIRST), I was sent to Brazil to lead the creative process in the making of a huge portal for Brazilian women. At the beginning the project was called Ela (the portuguese for She), the site had not yet a defined name, though.
I performed a Naming workshop (termed Mood Board sessions) together with the top management of Idealyze and Ogilvy Brazil at Ogilvy's headquarters in Sao Paulo.
Together with a focus group of 18 women (between 18 and 35 years old) I gathered a mood board that depicted the core values of Ela's site, which would be the cornerstone to start the search for a final name for the Portal. The Brazilian women and I came out with a list of potential names, among them Clica and Paralela, such a list was presented to the client's managemnent board and then a marketing survey was performed by a prestigious marketing research company in Brazil. The inquiry's goal was to evaluate qualitative and quantitative tendences and likes among Brazilian women whose age was between 18 to 35 years old.
105 interviews gave the final chosen name as a result: Paralela, which based on the women focus group's preferences suggests the feeling of walking in parallel to their lives, offering information as well in parallel to the Brazilian woman's everyday life. Besides it presents a woman in track with the knowledge and integrated to a totality, something very femenine without being eclusively femenine, though, as the focus group described.
Once the name was chosen my creative team (Brazilians, British and Belgian designers) and I started looking for a different GUI (graphical user interface) concept based on the created brief I made.
The client asked me to take part directly in the sketching phase too, so I did, the client chose my concept - of a "mascara's box navigational bar" (created with flash)
and a magazine-like GUI.
In order to brand the channels (sections)
of Paralela's portal, I suggested the use a chromatic code, then every channel was presented in a different colour, corresponding to the channels button's coulor as it appeared on the "eye-shadow's box" navigational bar.