Over 80 years of screen tradition, now expressed through a new visual identity

With more than 80 years of history, the time had come for SEMP to position itself as a contemporary and independent brand — without giving up the tradition that made it iconic. To achieve this, we led a rebranding process designed to reinforce its leadership in the Brazilian market while reconnecting with the essence that has always linked the brand to its consumers.

The project began with an in-depth mapping of audience and purpose, using proprietary methodologies already consolidated by Agência F2F. A comprehensive benchmarking process provided clarity on competitors and references, enabling the identification of truly relevant differentiation paths.

Based on these insights, we defined a renewed purpose aligned with SEMP’s values and its long-standing vocation for innovation and closeness. This movement found its voice in a new brand manifesto — more emotional, aspirational, and future-oriented.

The strategy was consolidated into a complete brandbook, encompassing positioning, tone of voice, application guidelines, and a modern visual system designed for all touchpoints.

With this renewal, SEMP strengthens its presence, preserves its authenticity, and positions itself to remain relevant, innovative, and close to consumers in the years ahead.