Viva+ — Brand Repositioning & Communication Strategy
Brand reformulation for Viva+ — the link between HR and employees — built on a strategic foundation, a clear brand territory and one identity flexible enough to speak to B2B, B2B2C and B2C.
Scope: Brand Strategy · Visual Identity · Communication Architecture · Art Direction · Audience Segmentation · Key Visuals · Mascot Strategy
Viva+ is Allp Fit's corporate health and wellbeing platform, designed to connect HR teams and employees through a more accessible, engaging and data-informed care experience. The project began with a central challenge: how to communicate health without appearing fragile, and performance without becoming aggressive.
I developed a strategic and visual repositioning capable of balancing humanisation and efficiency, care and business results. The identity was redesigned around the ideas of movement, breathing, expansion and connection, preserving recognition of the parent brand while giving Viva+ a clearer, more contemporary and distinctive presence.
The system was structured to operate across B2B, B2B2C and B2C communications without fragmenting the brand. Each audience receives a different emphasis through layout, colour, imagery, motion and tone of voice: more institutional and data-led for corporate decision-makers; balanced and relational for internal communications; and more expressive, experiential and motivational for end users.
A deep purple establishes structure, intelligence and strategic authority, while vibrant orange introduces energy, activation and engagement. Modular grids, organic shapes and a proprietary visual element create a flexible language that brings together corporate performance and human wellbeing.
The project also defined a messaging architecture based on four pillars: care as a business strategy, real connection with people, actionable intelligence for HR, and technology with a human presence. The role of Vivinha, the brand mascot, was expanded to humanise digital interactions, guide the user journey and create a recognisable emotional interface across onboarding, campaigns and internal communications.
The result is a coherent and adaptable brand ecosystem: human enough to engage employees, structured enough to support HR decisions, and distinctive enough to grow across different audiences, platforms and communication channels.