BRANDING PORTUGAL FOR NEW YORKERS / 2016-17
Fado, the Portuguese music genre inscribed in the UNESCO Intangible Cultural Heritage, is deep-rooted in Portugal’s history. But Portugal is much more than tradition. Lisbon is super trendy and it is now considered Europe’s new creative hub.
The Fado Festival curation intent is to bring contemporary Fado musicians, artists who are experimenting with the traditional music genre, to one of the trendiest cities in the world: NYC.
So the challenge for the Festival’s visual identity was to utilize traditional elements to express contemporaneity and freshness.
You can’t think of Portugal without thinking about tiles. So I chose a traditional Portuguese tile with a more contemporary look and modified it to make it feel even fresher, which became a highly flexible visual element to be used throughout the identity.
You can’t think of Fado without thinking about melancholy, intimacy, soulfulness or sadness. Fado is pure heart! So I created a unique looking heart to be used as another visual element throughout the identity.
At the end, the identity gave a fresh look to traditional elements, just like the Portugal of today.
Design and illustrations: Diogo Montes
Motion Design: Santiago Gomez
12th Brazilian Graphic Design Biennial by ADG Brasil / 2017