Cruzatendência is a company specialising in footwear manufacturing that has been
operating in the Portuguese market for over three decades. Portuguese footwear is
internationally recognized for its quality, making the national companies attracted to
exportation. The brand’s investment in its internationalization was supported by the
expertise of Modal & More.

The first step to creating awareness in the international B2B market is to ensure that
the brand is readable, understandable, and visible to different nationalities. The
Portuguese language is considered difficult for foreigners to learn, let alone
pronounce.

Given the long name of the brand and its accents – Cruzatendência – it became
necessary to transform the name to be readable and spoken internationally.
With an established reputation in the Portuguese market, we proposed a branding

The international name of the brand became C&T, accompanied by a claim that
responds to market demand in a simple way: we make shoes. The symbol of the new
visual identity originates from the very product offered: shoe soles.

The previous identity lives on through various communication pieces and touchpoints
with the external market, through different patterns and shapes.

Through the strategy project we created, C&T – we make shoes, managed to create
awareness among different B2C brands worldwide and establish new partnerships.