Brazil. On July 17, abrafati (Brazilian Association of Paint Manufacturers) promoted a commemorative event with partner companies and sector leaders, to celebrate its 33 years of foundation and present another step in its process of renewal and strategic redirection: its new brand.
The celebration began with a breakfast of fraternization and networking, with the presence of 70 guests from companies from various parts of Brazil and continued with the presentation of videos with the testimonies of two professionals involved in the founding of abrafati: Fernando Figueiredo, current president of Abiquim, who at the time was the second secretary of Abrafati and the lawyer Luiz Alberto Delbuque Baccaro, who signed the constitution of the Association. The third video presented the tribute of Steve Sides, Secretary General of ipPIC (International Paint and Printing Ink Council), to Abrafati for its anniversary, also highlighting the important role played by the Association in global discussions on the sector and in the dissemination of good practices in Latin America.
The content of the videos was the theme for Antonio Carlos de Oliveira, executive president of Abrafati, to remember the importance of joint work and continuous improvement. "They are talks that excite us, give us satisfaction and inspire us to want to continue improving continuously. They are, therefore, very appropriate when celebrating and thanking all those who are here, for the presence and, especially, for their collaboration with the advances that happen during our performance," he said.
Freddy Carrillo, president of the Board of Directors, stressed that the evolution is part of a continuous trajectory towards the future. "The first steps of that path began in 1985 and since then we continue to move forward, with the necessary corrections, among which those we have recently implemented. The path followed is aimed at growth and development, but the maps we used before are no longer valid: it was necessary to update and perfect them, since the scenario we face is totally different and does not stop changing, "he said.
The next attraction was a lecture by Sergio Eminente, director of the consultancy A.T. Kearney, who explained Abrafati's strategic redirection work and connected it to the constant need to innovate and renew. The theme paved the way for the big moment of the day: the presentation of Abrafati's new brand, in a video that caused a strong impact.
Modern and bold, the new brand had as its starting point for its creation the formula of the molecule of brasilein, the pigment of pau-brasil, tree associated with the origin of the country and the paintings. The hexagonal format of that formula was filled with small circles, derived from the ancient symbol of the Association. The central circle represents Abrafati, which leads and drives the sector, in constant connection with the actors represented by the other circles: the associated companies, paint manufacturers and suppliers, retail sales, product users, specifiers, applicators and consumers. It is the union of all, forming the hexagon that transmits the sensation of movement and expansion, which makes up a strong chain, integrated and sustainable.
