Crama Design Estratégico

What Crama Design Estratégico does

Crama Design Estratégico is a privately held strategic design consultancy founded in July 1991 and headquartered in the Gávea neighborhood of Rio de Janeiro, Brazil. The firm operates as a senior-led, multidisciplinary agency combining strategy, visual identity, copywriting, product design, motion design, architecture, and production to deliver brand construction, brand communication, and brand experience services. Its core methodology is Design Thinking applied through co-creation workshops (Workshop de Cocriação), brand analysis, brand strategy definition, and environmental traffic structure planning. Service offerings span 15 named capabilities, including brand analysis, naming, visual identity, communication diagnostics, creative concepts, and environmental design.

The business model is project-based professional services, with pricing determined per engagement and not publicly disclosed. Crama runs a sales-led go-to-market motion relying on direct enterprise relationships, referrals, and a content-driven blog (A Trama da Crama). Revenue derives from consultancy fees, design project fees, and implementation oversight across three pillars: Brand Construction (naming, logo, visual language, manuals, implementation), Brand Communication (corporate campaigns, editorial projects, strategic actions), and Brand Experience (signage, environments, store franchises, points of sale, and exhibition stands).

The client base is exclusively large Brazilian enterprises and selected public-interest organizations, drawn from telecommunications (Oi, with nearly 700 projects over 4 years), mining (Vale), media/publishing (Infoglobo, Editora Objetiva), fashion retail (Grupo Soma brands including Animale, Farm, Maria Filó), retail/convenience (Ipiranga's AmPm Estação), cosmetics (Avon), banking (Banco Modal), transportation (MetrôRio), oil and gas (Petrobras), insurance (IRB Brasil Re), automotive (Fiat), and jewelry (H.Stern). The firm is owned and operated by its founders (Co-founder-CEO Ricardo Leite, since 1991, and Design Director Daniel Pan, 10+ years), with no external venture or private equity investment, no subsidiaries, and no public listing. Crama operates as a domestic Brazilian firm with no disclosed international offices, though it has executed multi-country engagements (G4 Global Partners across 11 cities in the Americas, Europe, and Asia; Vale's (i)nova Vale! campaign across 5 countries).

Name

Crama Design Estratégico

Legal name

Crama Design Estratégico

Website

https://crama.com.br

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Crama Design Estratégico is a 30-year-old Brazilian strategic design consultancy, founded in Rio de Janeiro in 1991, that delivers brand construction, brand communication, and brand experience projects on a project basis to large enterprise clients across telecommunications, mining, banking, retail, and other sectors.

Ownership category

akta.pro rank

Product category

Brand Strategy & Design Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Management Consulting Services (8742), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Customer Journey Orchestration & Campaign Management (BPAFAFAF)

akta.pro secondary industry

CRM Strategy & Consulting (BPAFAFAA)

Keywords

• Brand strategy consulting
• Visual identity design
• Brand communication campaigns
• Environmental design services
• Design thinking workshops

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services - Brand Projects: Crama generates revenue through project-based professional services in three main areas: Brand Construction (naming, logo, visual language, manuals, implementation), Brand Communication (corporate campaigns, strategic actions, editorial projects), and Brand Experience (signage, environments, store franchises, points of sale, exhibition stands). Revenue comes from consultancy fees, design project fees, and implementation oversight.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Crama is a strategic design agency delivering professional services across three pillars: Construção da Marca (brand construction covering naming, logo, visual language, manuals, and implementation), Comunicação da Marca (brand communication including corporate campaigns, strategic actions, and editorial projects), and Experiência da Marca (brand experience encompassing signage, environments, store/franchise concepts, points of sale, and exhibition stands). Engagements are customized project-based contracts with enterprise clients in Brazil.

Product overview

Crama Design Estratégico is a strategic design and branding agency based in Rio de Janeiro, Brazil. Founded in July 1991, the company offers three main service pillars: (1) Construção da Marca (Brand Construction) covering brand strategy, architecture, naming, and visual identity; (2) Comunicação da Marca (Brand Communication) including communication diagnosis, planning, and creative concepts; and (3) Experiência da Marca (Brand Experience) encompassing co-creation workshops, environmental strategy, and brand expression in physical spaces. The agency serves major Brazilian and international clients across telecommunications, finance, media, retail, and social impact sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Construção da Marca (Brand Construction)

Quantifiable outcome

• The Verissimo book collection achieved 3 million copies sold in 3 years, making the author Brazil's most-read writer
• +3 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Grupo SomacoreStrategic or Co-development PartnerCrama has been working with Grupo Soma (owner of brands like Animale, Farm, Maria Filó, NV, Cia. Hering) since 2019, providing comprehensive branding services including strategy, visual identity, verbal identity, and ongoing communication support. The partnership has expanded to include ongoing collaboration with Grupo Soma's internal communication team.
• OicoreStrategic or Co-development PartnerLong-term strategic partnership with Oi, one of Brazil's largest telecommunications companies. Crama has handled multiple projects including internal communication (5 years), kiosk design (awarded at IDEA Brasil 2014), store concepts, and brand campaigns. Partnership has produced nearly 700 projects over 4 years.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Interbrand: Global brand consultancy offering brand strategy, naming, visual identity, and brand experience. Directly comparable to Crama as a strategic design agency serving enterprise clients across industries, though at much larger global scale.
• Landor & Fitch: Global brand consulting and design firm specializing in brand strategy, identity design, and brand experience. Comparable to Crama in offering end-to-end brand building services for major corporations.
• FutureBrand: Brand consultancy focused on brand strategy, identity design, and brand experience. Similar to Crama in serving enterprise clients across multiple sectors with strategic design services.
• Wolff Olins: Global brand consultancy delivering brand strategy, identity, and brand experience for major corporations. Directly comparable to Crama's strategic brand positioning and design service offering.
• Pentagram: Multidisciplinary design firm with partners across brand identity, environmental design, and editorial design. Comparable to Crama's integrated approach to brand strategy and design execution.

Regional players

• AlmapBBDO: Leading Brazilian advertising agency offering brand strategy, creative campaigns, and integrated communications. Comparable to Crama as a Brazilian agency serving major enterprise clients, though with broader advertising focus.
• DPZ&T: Major Brazilian advertising agency serving enterprise clients with brand campaigns and creative work. Comparable to Crama as a domestic Brazilian competitor in the strategic/creative services space.

Broad incumbents

• Publicis Brasil: Brazilian arm of global advertising holding company Publicis. Comparable to Crama in serving major Brazilian brands with creative and brand services, but as part of a much larger global network.
• Wieden+Kennedy: Global independent creative agency known for brand strategy and integrated campaigns. Comparable to Crama's strategic brand work for major enterprises, though at significantly larger global scale.

Others

• Eletrobrás Design (in-house benchmark): In-house design teams at major Brazilian corporations (e.g., Petrobras, Vale) represent an alternative to outsourcing strategic design work. Crama competes against clients' internal teams for brand mandates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/user21725648
• Facebookfacebook.com/cramadesign
• LinkedInlinkedin.com/company/crama-design

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crama Design Estratégico