Solar
Coca-Cola
Designing a CRM language system that brings a national distribution brand closer to every point of sale.
Solar Coca-Cola is one of the largest manufacturers within the Coca-Cola system in Brazil, operating across a vast and diverse territory with direct presence in thousands of points of sale.
The challenge was not only to design CRM communications. It was to translate a relationship built through trucks, sellers, refrigerators, routes and daily business routines into digital touchpoints that could still feel close, useful and recognizable.
The work focused on building a language and design system for Solar’s CRM ecosystem, ensuring that emails, WhatsApp messages, push notifications, SMS and digital communications could speak with one consistent voice: direct, reliable, human and genuinely connected to the growth of each merchant.
Tools
Photoshop · Illustrator · Figma · Miro
Skills
Brand Strategy · Art Direction · CRM · Visual Systems · Communication Design · Design Guidelines
THE CHALLENGE
How can a brand built through physical presence and human relationships become digital without losing proximity?
Solar’s relationship with merchants has always been built through presence.
The everyday trust between the brand and the business owner.
As Solar expanded its CRM ecosystem, the communication needed to move into mobile, email and fast digital messages without becoming generic, cold or overly promotional.
The challenge was to create a system that could serve different audiences — small and medium merchants, large retail networks, sellers and internal teams — while keeping the brand clear, useful and close to the reality of the Brazilian point of sale.
This required more than adapting layouts.
It required designing a language system.
Strategic Approach
Instead of creating a new name or a separate identity for CRM, the system was built around a central decision:
One Solar. One voice. The same trust.
The CRM would not behave like an isolated program.
It would act as an extension of Solar itself.
This strategic direction helped reduce friction for merchants, especially for business owners who already deal with a demanding routine and do not need to learn the name of another platform, benefit program or digital initiative.
The work positioned Solar as the main relationship layer, while portfolio brands and products entered the communication as business opportunities, not as the main signature.
This created a clear hierarchy: Solar builds trust, products generate desire, and CRM connects both through useful action.
Key work
The work included the development of a visual and verbal system for Solar’s CRM communications, connecting brand strategy, tone of voice, design guidelines and channel-specific applications.
The system defined how Solar should speak, look and behave across different CRM formats, balancing brand expression with operational clarity.
A key part of the project was translating the brand’s personality into practical design decisions: color logic, typographic hierarchy, graphic backgrounds, photography direction, layout structure and visual rules for scalable communication.
The goal was to create a system that could support campaigns, transactional messages, product highlights, seller support and business growth communications without losing consistency.
Why this project matters
Solar’s CRM system shows how brand identity can become a practical tool for scale.
The project was not limited to creating visual pieces. It established a shared language for how Solar communicates digitally with merchants, sellers and internal audiences.
It also reinforced CRM as a brand experience layer, not just a performance or operational channel.
By connecting tone of voice, visual identity, channel rules and business context, the system helped Solar become more recognizable, more consistent and more useful across digital touchpoints.
For me, this project represents the role of design in translating complex brand relationships into systems that can be applied, repeated and evolved without losing human connection.
Voice & Visual System
Solar’s CRM language was built to feel reliable, partner-like, regional and direct. The goal was to avoid institutional distance and unnecessary complexity, creating a voice that respects the merchant’s time while preserving the warmth of a trusted business relationship.
Visually, the system translates this same balance: energy and connection on one side; clarity, structure and consistency on the other. By combining references from Swiss design, Brazilian modernism and local visual culture, Solar’s CRM moves beyond a generic corporate aesthetic and becomes more vibrant, human and recognizable.
OUTCOME
A CRM system designed to scale proximity.
The result was a complete language and design guide for Solar’s CRM ecosystem, giving the brand a consistent foundation for digital communication across channels.
The system helped define how Solar speaks, how it appears, how it supports merchants and how it balances brand presence with product visibility.
More than a visual guideline, the project created a structure for relationship-building at scale.
Solar could now arrive through email, WhatsApp, push and SMS while still preserving the same sense of trust built in the point of sale.
Project Details
Client
Solar Coca-Cola
2026
Executed at Pmweb
Industry: Beverage · Distribution · B2B · Retail
Scope: CRM · Brand Guidelines · Visual System · Communication
Team
Pmweb Creation & Strategy Team
My role: Brand & CRM Designer
Content guideline: Tynan Barcelos
Collaboration
This project was developed in close collaboration with multidisciplinary teams, including strategy, copywriting, CRM planning and account leads.
The process involved aligning brand positioning, communication strategy and design execution to create a scalable CRM system capable of supporting different channels, audiences and business needs.