{"id":3238,"date":"2026-05-03T17:22:47","date_gmt":"2026-05-03T20:22:47","guid":{"rendered":"https:\/\/tiaraju.ppg.br\/site\/?page_id=3238"},"modified":"2026-05-03T17:56:03","modified_gmt":"2026-05-03T20:56:03","slug":"centro-comercial-nossa-terra","status":"publish","type":"page","link":"https:\/\/tiaraju.ppg.br\/site\/centro-comercial-nossa-terra\/","title":{"rendered":"Case: Centro Comercial Nossa Terra | Lan\u00e7amento e Identidade Visual | Tiaraju"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3238\" class=\"elementor elementor-3238\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b3b4347 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b3b4347\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1fcecc86\" data-id=\"1fcecc86\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-579e048f elementor-widget elementor-widget-spacer\" data-id=\"579e048f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-214bd577 elementor-widget elementor-widget-heading\" data-id=\"214bd577\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CASE: Centro Comercial Nossa Terra<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67991e3b elementor-widget elementor-widget-heading\" data-id=\"67991e3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Cooperativa Nossa Terra - Inaugura\u00e7\u00e3o 30 de outubro de 2025<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c7c41ad elementor-widget elementor-widget-spacer\" data-id=\"6c7c41ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5cfabe16 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5cfabe16\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-543d0d88 elementor-widget elementor-widget-heading\" data-id=\"543d0d88\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Gest\u00e3o de Ecossistema de Marca &amp; Comunica\u00e7\u00e3o de Lan\u00e7amento<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38c51c09 elementor-widget elementor-widget-heading\" data-id=\"38c51c09\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Como conduzimos a comunica\u00e7\u00e3o do relan\u00e7amento de uma cooperativa que perdeu seu espa\u00e7o de 20 anos - e inaugurou algo maior<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3552b75f elementor-widget elementor-widget-heading\" data-id=\"3552b75f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Cooperativa Nossa Terra \u00b7 Centro Comercial Nossa Terra \u00b7 Erechim, RS \u00b7 Outubro de 2025<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47545e8d elementor-widget elementor-widget-text-editor\" data-id=\"47545e8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #ff9900;\"><strong>O CONTEXTO<\/strong><\/span><\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Durante mais de 20 anos, a Cooperativa Nossa Terra ocupou um espa\u00e7o f\u00edsico em Erechim que era parte da sua identidade junto \u00e0 comunidade. Um espa\u00e7o p\u00fablico, legalmente ocupado, que foi retirado da cooperativa por decis\u00e3o do Estado do Rio Grande do Sul &#8211; cedido como pagamento para uma empreiteira de asfalto.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A cooperativa perdeu o espa\u00e7o. Mas n\u00e3o perdeu a vis\u00e3o.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Em vez de recuar, a diretoria tomou uma decis\u00e3o estrat\u00e9gica: investir R$ 4,8 milh\u00f5es em recursos pr\u00f3prios e construir algo que nunca mais pudesse ser tomado. Um centro comercial pr\u00f3prio, com 2.300 m\u00b2 constru\u00eddos, no bairro S\u00e3o Crist\u00f3v\u00e3o &#8211; reunindo tr\u00eas neg\u00f3cios simult\u00e2neos sob uma \u00fanica identidade: o Supermercado Nossa Terra, a Agropecu\u00e1ria Nossa Terra e a Feira da Nossa Terra, agora com endere\u00e7o fixo e estrutura permanente.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">O desafio de comunica\u00e7\u00e3o era proporcional \u00e0 magnitude da virada.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31db08e7 elementor-widget elementor-widget-image\" data-id=\"31db08e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5.jpg\" class=\"attachment-full size-full wp-image-2757\" alt=\"\" srcset=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5.jpg 1920w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5-300x169.jpg 300w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5-1024x576.jpg 1024w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5-768x432.jpg 768w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5-1536x864.jpg 1536w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2025\/12\/Pronta-5-800x450.jpg 800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51a3f5ae elementor-widget elementor-widget-text-editor\" data-id=\"51a3f5ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #ff9900;\"><strong>O PROBLEMA REAL<\/strong><\/span><\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Lan\u00e7ar tr\u00eas neg\u00f3cios simult\u00e2neos, com identidades visuais pr\u00f3prias e coerentes entre si, dentro de um centro comercial que precisava comunicar solidez institucional &#8211; e fazer tudo isso em um \u00fanico evento de inaugura\u00e7\u00e3o, com autoridades municipais, estaduais e federais presentes, cobertura de imprensa e uma comunidade inteira assistindo.<\/p><blockquote><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">N\u00e3o havia margem para improviso.<\/p><\/blockquote><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Cada elemento visual precisava estar resolvido antes do dia. Cada material precisava funcionar no espa\u00e7o f\u00edsico, no evento e na comunica\u00e7\u00e3o digital. E a narrativa do evento precisava transformar uma virada institucional dolorosa em uma hist\u00f3ria de for\u00e7a &#8211; sem ignorar o que aconteceu, mas sem deixar que o rev\u00e9s fosse o protagonista.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A comunica\u00e7\u00e3o precisava dizer: a cooperativa n\u00e3o apenas sobreviveu. Ela cresceu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1529775a elementor-widget elementor-widget-image\" data-id=\"1529775a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-scaled.jpg\" class=\"attachment-full size-full wp-image-3246\" alt=\"\" srcset=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-scaled.jpg 2560w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-300x169.jpg 300w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-1024x576.jpg 1024w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-768x432.jpg 768w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-1536x864.jpg 1536w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-2048x1152.jpg 2048w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-117-800x450.jpg 800w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-633069e0 elementor-widget elementor-widget-text-editor\" data-id=\"633069e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #ff9900;\"><strong>O QUE FOI FEITO<\/strong><\/span><\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A Tiaraju atuou em quatro frentes simult\u00e2neas, em parceria com a empresa de arquitetura e engenharia respons\u00e1vel pela reforma do espa\u00e7o.<\/p><ul><li class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\"><span style=\"color: #ff9900;\"><strong>Identidade visual dos tr\u00eas neg\u00f3cios &#8211; <\/strong><\/span>Desenvolvimento dos logotipos e sistemas de identidade visual do Supermercado Nossa Terra, da Agropecu\u00e1ria Nossa Terra e da Feira da Nossa Terra &#8211; tr\u00eas marcas com personalidades distintas, coerentes entre si e subordinadas \u00e0 identidade maior da cooperativa. Cada marca precisava funcionar em fachada, sinaliza\u00e7\u00e3o interna, embalagens e comunica\u00e7\u00e3o digital.<\/li><li class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\"><strong><span style=\"color: #ff9900;\">Design de fachadas internas e externas &#8211;<\/span>\u00a0<\/strong> Trabalho integrado com a equipe de arquitetura para garantir que a identidade visual das tr\u00eas marcas fosse aplicada corretamente nos espa\u00e7os f\u00edsicos &#8211; fachadas externas, sinaliza\u00e7\u00e3o interna, pain\u00e9is e pontos de contato com o consumidor dentro do centro comercial.<\/li><li class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\"><span style=\"color: #ff9900;\"><strong>Comunica\u00e7\u00e3o e pe\u00e7as do evento de inaugura\u00e7\u00e3o &#8211;<\/strong> <\/span>Produ\u00e7\u00e3o de todos os materiais de comunica\u00e7\u00e3o do evento: convites, banners, pain\u00e9is, materiais de apoio ao cerimonial e pe\u00e7as digitais. Coordena\u00e7\u00e3o das reuni\u00f5es de alinhamento com a diretoria e os parceiros do evento.<\/li><li class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\"><span style=\"color: #ff9900;\"><strong>Roteiro e dire\u00e7\u00e3o do document\u00e1rio institucional &#8211; <\/strong><\/span>Roteiro e dire\u00e7\u00e3o do v\u00eddeo institucional <em>&#8220;Sementes que Renascem em Reden\u00e7\u00e3o&#8221;<\/em> &#8211; produzido por produtora contratada e exibido durante a cerim\u00f4nia de inaugura\u00e7\u00e3o. O document\u00e1rio traduziu em narrativa audiovisual a hist\u00f3ria da cooperativa, o rev\u00e9s sofrido e a for\u00e7a da retomada &#8211; sem vitimismo, com a grandeza que o momento exigia.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71f8d85e elementor-widget elementor-widget-image\" data-id=\"71f8d85e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-scaled.jpg\" class=\"attachment-full size-full wp-image-3247\" alt=\"\" srcset=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-scaled.jpg 2560w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-300x169.jpg 300w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-1024x576.jpg 1024w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-768x432.jpg 768w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-1536x864.jpg 1536w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-2048x1152.jpg 2048w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/foto-139-800x450.jpg 800w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e443bdd elementor-widget elementor-widget-text-editor\" data-id=\"5e443bdd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #ff9900;\"><strong>OS RESULTADOS<\/strong><\/span><\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A inaugura\u00e7\u00e3o do Centro Comercial Nossa Terra, em 30 de outubro de 2025, reuniu cooperados, parceiros e autoridades de diversas esferas &#8211; municipal, estadual e federal &#8211; em um evento que marcou n\u00e3o apenas a abertura de um espa\u00e7o comercial, mas a afirma\u00e7\u00e3o p\u00fablica de uma institui\u00e7\u00e3o que escolheu crescer diante da adversidade.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Os resultados foram al\u00e9m do esperado:<\/p><ul class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\"><li class=\"whitespace-normal break-words pl-2\">R$ 4,8 milh\u00f5es investidos em recursos pr\u00f3prios &#8211; sem financiamento externo<\/li><li class=\"whitespace-normal break-words pl-2\">Mais de 30 empregos diretos gerados no bairro S\u00e3o Crist\u00f3v\u00e3o<\/li><li class=\"whitespace-normal break-words pl-2\">A comunidade do entorno acolheu imediatamente o espa\u00e7o e se tornou cliente<\/li><li class=\"whitespace-normal break-words pl-2\">Em 3 meses de opera\u00e7\u00e3o, o faturamento do Supermercado Nossa Terra superou o resultado do ano inteiro do modelo anterior \u2014 resultado apresentado pelo Diretor de Neg\u00f3cios Marcelo Cozer na AGO 2026<\/li><li class=\"whitespace-normal break-words pl-2\">Presen\u00e7a de autoridades municipais, estaduais e federais na inaugura\u00e7\u00e3o &#8211; reconhecimento p\u00fablico da relev\u00e2ncia institucional do projeto<\/li><\/ul><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Nas palavras do Presidente Adelmir Gaiardo: <em>&#8220;Essa conquista \u00e9 de todos os nossos cooperados. O Centro Comercial \u00e9 o reflexo da confian\u00e7a m\u00fatua e da for\u00e7a coletiva que nos move h\u00e1 mais de vinte anos.&#8221;<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4755d032 elementor-widget elementor-widget-image\" data-id=\"4755d032\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-scaled.jpg\" class=\"attachment-full size-full wp-image-3248\" alt=\"\" srcset=\"https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-scaled.jpg 2560w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-300x200.jpg 300w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-1024x683.jpg 1024w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-768x512.jpg 768w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-1536x1024.jpg 1536w, https:\/\/tiaraju.ppg.br\/site\/wp-content\/uploads\/2026\/05\/IMG_1066-2048x1365.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c2065a2 elementor-widget elementor-widget-text-editor\" data-id=\"7c2065a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<blockquote><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">&#8220;O Centro Comercial Nossa Terra \u00e9 mais do que uma nova estrutura: \u00e9 um investimento direto no desenvolvimento regional e no fortalecimento da nossa base produtiva. Criamos um espa\u00e7o onde o consumidor encontra qualidade, proced\u00eancia e consci\u00eancia &#8211; e onde nossos cooperados ganham visibilidade e reconhecimento pelo trabalho que realizam no campo.&#8221;<\/p><\/blockquote><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\"><strong>Marcelo Cozer<\/strong> &#8211; Diretor de Neg\u00f3cios, Cooperativa Nossa Terra<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72a4c38e elementor-widget elementor-widget-text-editor\" data-id=\"72a4c38e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"text-text-100 mt-2 -mb-1 text-base font-bold\"><span style=\"color: #ff9900;\"><strong>O QUE ESTE CASE DEMONSTRA<\/strong><\/span><\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Gest\u00e3o de ecossistema de marca n\u00e3o \u00e9 sobre criar logos bonitos. \u00c9 sobre garantir que tr\u00eas neg\u00f3cios com identidades distintas falem a mesma l\u00edngua &#8211; e que essa l\u00edngua seja a da institui\u00e7\u00e3o que os abriga.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Quando uma cooperativa investe R$ 4,8 milh\u00f5es em um projeto pr\u00f3prio e abre as portas com autoridades, imprensa e comunidade presentes, o n\u00edvel de exig\u00eancia da comunica\u00e7\u00e3o precisa ser proporcional ao investimento. Um detalhe visual fora do lugar, uma fachada que n\u00e3o conversa com as outras, um evento sem narrativa coerente &#8211; tudo isso compromete a percep\u00e7\u00e3o que levou anos para ser constru\u00edda.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A Tiaraju entrou nesse projeto antes da primeira parede ser pintada. E saiu com um centro comercial que comunicava, desde a fachada at\u00e9 o document\u00e1rio exibido na inaugura\u00e7\u00e3o, a mesma mensagem: esta cooperativa n\u00e3o recuou. Esta cooperativa cresceu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e0e808b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e0e808b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7a3032c8\" data-id=\"7a3032c8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c5e777a elementor-widget elementor-widget-spacer\" data-id=\"2c5e777a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fdb787e elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"1fdb787e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/wa.me\/5554999133701?text=Vi%20o%20case%20do%20Centro%20Comercial%20Nossa%20Terra%20e%20quero%20conversar%20sobre%20um%20projeto%20similar.\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Quero conversar sobre a comunica\u00e7\u00e3o do nosso pr\u00f3ximo lan\u00e7amento<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34b6516e elementor-widget elementor-widget-spacer\" data-id=\"34b6516e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>CASE: Centro Comercial Nossa Terra Cooperativa Nossa Terra &#8211; Inaugura\u00e7\u00e3o 30 de outubro de 2025 Gest\u00e3o de Ecossistema de Marca &amp; Comunica\u00e7\u00e3o de Lan\u00e7amento Como conduzimos a comunica\u00e7\u00e3o do relan\u00e7amento de uma cooperativa que perdeu seu espa\u00e7o de 20 anos &#8211; e inaugurou algo maior Cooperativa Nossa Terra \u00b7 Centro Comercial Nossa Terra \u00b7 Erechim, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","footnotes":""},"class_list":["post-3238","page","type-page","status-publish","hentry","entry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/pages\/3238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/comments?post=3238"}],"version-history":[{"count":11,"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/pages\/3238\/revisions"}],"predecessor-version":[{"id":3270,"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/pages\/3238\/revisions\/3270"}],"wp:attachment":[{"href":"https:\/\/tiaraju.ppg.br\/site\/wp-json\/wp\/v2\/media?parent=3238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}