Belém Com
One of the few identity projects I did was inside Tecnopop with Marcelo Curvello for Belém Com, a communication company in Rio formed by three jornalists which produces textual content in many areas such as turism and eno-gastronomy.
The idea was very simple: as this company deals mainly with text, we wanted to give visibility to this aspect, as a way to show the quality of their work immediatly: the text itself should present their identity. So, we designed all the brand behaviour keeping in mind that the content produced by the company itself was almost entirely responsible for their brand phenomenon; as the graphic contribution was minimum, only as a support for the text, we used to say it was a “textual identity”, instead of a graphic one.
But of course the typographic behaviour was carefully designed to present itself undoubtedly. Also their uniqueness at first was reinforced by the fact that no other company in this field until then had been bold enough to almost abdicate of so many graphic possibilities to ensure their identity in other way, giving such publicity to their own material; imagine that every business card, envelope, e-mail signature &c had a different text, produced by and about Belém Com. This was meant to be a opportunity for the company to publicly talk to their clients (and whoever got in touch with the brand) whatever they find important, including what they thought about their work – a free space to even discuss something, or incite reflexion.
This was risky for fact that we trusted the company to define almost alone their brand experience through words – but if you stop to think this was already their job.
2006 @ Tecnopop
in Portuguese
typeface: Utopia
[photos by Tecnopop]
business cards
