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Advisor(s)
Abstract(s)
O presente Relatório de Estágio procura relatar a experiência profissional que adquirimos
durante o estágio realizado na empresa “we.are.GLOBAL”, no período compreendido entre
novembro de 2016 e abril 2017. Além desse registo mais descritivo, por assim dizer, este
trabalho académico, contém, igualmente, algumas reflexões teóricas necessárias,
estabelecendo uma desejável ponte entre a prática e a teoria, ou seja, intentamos demonstrar
de que forma foram aplicados os conhecimentos adquiridos no Mestrado em Comunicação
Estratégica: Publicidade e Relações Públicas. O percurso efetuado pela estagiária na empresa
culminou com o desenvolvimento de um projeto, proposto pelo particular Cristina Rico, com o
intuito de se criar de raiz a marca “Equilíbrio - Esplanada do Jardim”. Com uma sociedade
insaciável de novidades, de conforto, de bons momentos de lazer, foi necessária a criação de
uma marca que fosse ao encontro de uma série de necessidades dos consumidores. Esta empresa
arriscou, com sucesso, apostar, numa zona calma da cidade, onde existia mercado para
empresas que fossem capazes de responder, tanto a clientes que querem uma refeição rápida
e económica, bem como aqueles que preferem uma refeição mais saudável e alternativa, como
praticantes de estilos de comida vegetariana, vegana e paleo, algo diferente do que a
população covilhanense estava habituado. Com especial enfoque no público universitário, que
cada vez mais tem estilos alimentares diversificados, o “Equilíbrio - Esplanada do Jardim” vem,
assim, responder a essa procura. De resto, convém, desde logo, explicitar que a marca em
apreço espelha o sucesso da sua criação. Mas, como é sobejamente sabido, a marca de uma
empresa é mais do que um mero logótipo. Consiste na construção de toda a imagem que
respeite os objetivos da empresa, que consiga despertar no cliente familiaridade com a mesma.
E foi esse o nosso grande desafio durante o estágio de que procuraremos dar conta ao longo do
relatório. Com efeito, numa primeira parte deste trabalho, a designada parte esta teórica,
serão apresentados conceitos teóricos relativos à identidade visual e corporativa, logotipo,
tipografia, publicidade, redes sociais e internet. A segunda parte deste relatório foi redigida
com o intuito de dar a conhecer a empresa que proporcionou o estágio. Ficando a terceira parte
consagrada à exposição em torno do estágio, com descrição de todas as atividades realizadas
pela estagiária para a conclusão do projeto “Equilíbrio - Esplanada do Jardim”. Por último, o
relatório apresentará umas breves considerações finais por parte da aluna, facilidades e
dificuldades inerentes à realização deste estágio, assim como, do projeto realizado.
This Internship Report seeks to report the professional experience we acquired during the internship held in the company “we.are.GLOBAL”, from November 2016 to April 2017. In addition to this more descriptive record, so to speak, this academic work, also contains some necessary theoretical reflections, establishing a desirable bridge between practice and theory, that is, we intend to demonstrate how the knowledge acquired in the Master in Strategic Communication : Advertising and Public Relations was applied. The path taken by the intern in the company culminated in the development of a project, proposed by Cristina Rico, with the purpose of creating from scratch the brand “Equilíbrio- Esplanada do Jardim”. With an insatiable society of novelties, Comfort, good leisure time, it was necessary to create a brand that would meet a number of consumer needs. This company sucessfully risked betting in a quiet parto f town, where there was a market for companies that were able to respond, both to consumers who want a quick and economical meal, as well as those who prefer a healthier and alternative meal, such as practitioners of vegetarian, vegan and paleo food styles, something diferente from what the local population was used to. With a special focus on the university public, which in creasingly has diversified eating styles, the “Equilíbrio- Esplanada do Jardim” thus responds to this demand. Moreover, it should first bem ade clear that the mark at issue mirrors the success of its creation. But, as it well known, a company’s brand is more than just a logo. It consists in the construction of any image that respects the company’s objectives, wich can arouse the clientes familiarity with it. And that was our great challenge during the stage that we will seek to address throughout the report. In fact, in a first parto f this work, the so-called theoretical part, will be presented theoretical concepts related to visual and corporate identity, logo, typography, advertising, social networks and internet. The second part of this report was written in order to make know the company that provided the internship. The third part is devoted to the exhibition around the internship, with a description of all the activities performed by the intern for the conclusion of the project “EquilíbrioEsplanada do Jardim”. Finally, the report will presente brief concluding remarques on the part of the student, facilities and fifficulties inherent to completion of this stage, as well as the project carried out.
This Internship Report seeks to report the professional experience we acquired during the internship held in the company “we.are.GLOBAL”, from November 2016 to April 2017. In addition to this more descriptive record, so to speak, this academic work, also contains some necessary theoretical reflections, establishing a desirable bridge between practice and theory, that is, we intend to demonstrate how the knowledge acquired in the Master in Strategic Communication : Advertising and Public Relations was applied. The path taken by the intern in the company culminated in the development of a project, proposed by Cristina Rico, with the purpose of creating from scratch the brand “Equilíbrio- Esplanada do Jardim”. With an insatiable society of novelties, Comfort, good leisure time, it was necessary to create a brand that would meet a number of consumer needs. This company sucessfully risked betting in a quiet parto f town, where there was a market for companies that were able to respond, both to consumers who want a quick and economical meal, as well as those who prefer a healthier and alternative meal, such as practitioners of vegetarian, vegan and paleo food styles, something diferente from what the local population was used to. With a special focus on the university public, which in creasingly has diversified eating styles, the “Equilíbrio- Esplanada do Jardim” thus responds to this demand. Moreover, it should first bem ade clear that the mark at issue mirrors the success of its creation. But, as it well known, a company’s brand is more than just a logo. It consists in the construction of any image that respects the company’s objectives, wich can arouse the clientes familiarity with it. And that was our great challenge during the stage that we will seek to address throughout the report. In fact, in a first parto f this work, the so-called theoretical part, will be presented theoretical concepts related to visual and corporate identity, logo, typography, advertising, social networks and internet. The second part of this report was written in order to make know the company that provided the internship. The third part is devoted to the exhibition around the internship, with a description of all the activities performed by the intern for the conclusion of the project “EquilíbrioEsplanada do Jardim”. Finally, the report will presente brief concluding remarques on the part of the student, facilities and fifficulties inherent to completion of this stage, as well as the project carried out.
Description
Keywords
Empresa Equilíbrio Esplanada do Jardim Estágio Logotipo Marca Publicidade Redes Sociais Tipografia