Your brand intact, at the speed the market demands.
How BP produced communication at scale without diluting its own brand — and kept a 166-year-old DNA across 6,535 on-brand pieces.
Production routine
·
May 2025 – Jun 2026
6,535
on-brand assets generated
460
pieces in a single day (peak)
[ The brand ]
166 years, deliberately outside the sector’s standard.
Founded in 1859, Beneficência Portuguesa is Latin America’s largest private healthcare hub: hospitals, diagnostic medicine, research and education under one brand. Its visual identity is unique — vibrant purple and orange, a lively tone, an aesthetic that deliberately breaks with the sector’s standard.
Keeping that identity at scale was the problem: stock image banks delivered the generic, with no Brazilian representation and no BP DNA. BP uses Pupila, the brand technology platform, to produce communication at scale without diluting what makes the brand recognizable.
[ Challenge ]
Producing with the brand’s face, not a stock bank’s.
Stock delivered the opposite of the brand
Photos without Brazilian representation, without the vibrant palette that sets BP apart.
Adapting the generic became the job
Hours spent fitting stock images into the brandbook, while strategy was left for later.
The risk nobody wants to take
In the words of BP’s Communications team: “You could find a banner identical to a competitor’s.”
[ Solution ]
Generating is a commodity. Belonging isn’t.
Any AI tool generates volume. The difference is Pupila’s Brand Studio, configured with BP’s specific identity — palette, photographic style, composition, representation. Research, institutional, diagnostics and education: every territory of the brand carries the same DNA.
“At Pupila, you can see there are many different body types... it doesn’t have that flat AI look.”
Communications team · BP
[ Workflow ]
A workflow at the service of the brand.
The brandbook becomes a generation layer: BP’s identity is a native parameter in the Brand Studio, so production starts on-brand — image, video and copy come out in the brand’s visual and verbal standard.
An identity that used to depend on photography now extends to banners, cards, video and presentations, with the same level of consistency.
[ The takeaway ]
Consistency isn’t just protection. It’s growth.
At Pupila, every piece is born within the standard. And consistency becomes an advantage: volume grows, recognition grows — the brand gets stronger with every piece.
For BP, a 166-year-old identity deliberately outside the sector’s standard, this is what turns differentiation into memory.