I’m Marcos David Bendrao
and I’M A brand DESIGNER!
With over 10 years of experience in Branding in both creative and
strategic functions I developed a 360º vision of communication and a
personal view of how brands are built and activated across touchpoints.
More than identity or“corporate strategy made visible”, I believe the
great brands of this century are platforms of interaction between
organization and audience. Supported by a strong“big idea”the brand
must be the organization’s main source of inspiration and the driving
force for innovation, growth and a leadership role both in the market and
within the community.
In the following pages you’ll find a selection of case studies of projects
I’ve had the chance to work on. Hope we’ll get the chance to meet soon!
PORTUGAL’S LEADING TELECOM OPERATOR
In 2006, TMN, Portugal’s mobile communications
leader, felt the need to renew their brand, leaving
behind their corporate and technologically cold
logo, for something more distinct, friendlier and
informal in the way it interacts with customers.
Once Michael Wolf’s strategy (Conran Design)
and Helder Pombinho’s design was approved,
I integrated the multidisciplinary team
responsible for the development and launch of
TMN’s new identity.
Among other things I was responsible for:
> T-magazine, T-font, brand guidelines, stationary
applications, co-lateral materials, packaging,
brand concepts and visuals for the stores and
brand activation for the music Festival Sudoeste.
AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+)
MY ROLE: graphic design > stationary,
collateral, retail, brand toolkit,
t-font, T Magazine (...)
All rights belong to TMN AND EURORSCG DESIGN E ARQUITECTURA
a symbol and
gains a body.
The“t”evolution was an integral part of Conran design’s
strategy and its implementations was creatively led by
Helder Pombinho (Euro RSCG’s Creative Director at the time).
I was part of the design team.
Gains a life
of its own.
Enters our lives. Interacts with
Creates its own worlds.
All rights belong to F.C.V.F. AND M-CELL
The Cape Verdian Football Federation wants to
renew its communications to increase the value of
their product and the levels of participation from
Our approach was to segment the product“Cape
Verde’s Football”in 3 key dimensions: competition
(grassroots, formation and professional), social
responsability and promotion.
We developed an umbrella brand“FUTEBOL DE
CABO VERDE”, from which all sub-brands were
developed under a monolithic approach to place
enphasis on consistency. A set of core values
were identified (emotion, passion, joy, friendship,
hope and union) which were later used to name
all the competitions organised by the FCVF in a
monolithic brand architecture model.
The symbol intends to visually explore the core
values in a culturally relevant way. The starting
point was to symbolically recreate the sense of
party and union of cape verdians around football.
FOOTBALL in Cape Verde
Client: CAPE VERDE’S FOOTBALL FEDERATION
MY ROLE: STRATEGY, BRAND ARCH. AND identity
MONOLITHIC SUB BRANDS
COMPETITION NAMING + BRAND VALUES
LEAGUE CUP REGIONAL CUP UNDER 18’S
The monolithic approach, where the umbrella
brand’s symbol was used as the basic element in
the creation of every competition identity.
This option was chosen due to the fact that there
were a lot of different competitions linked to a
single program and all of them had to rebranded
and presented in a short period of time. This
option enabled the team to give the entire identity
program a sense of consistency.
DRAWING INSPIRATION FROM SOCIAL MEDIA
SEMANTICS TO EXPRESS EMOTIONS IN
Dramatherapy refers to the intentional use of
theatre techniques for therapy.
After some research, we found out that in the
great majority of cases, the visual reference for
the identity are the theatrical masks of happyness
and sadness. This provided a good starting
point, since the client clearly wanted something
different, more modern and positive.
The insight came straight from the digital world.
People are communicating a thus expressing
emotions all the time on the digital arena.
Our solution was to use visual language of
the SMS’s as the visual reference and starting
point. The“D”of Dramati, quickly became a“:D”
symbolising human happiness.
MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE
All rights belong to DRAMATI AND ETHICAL
the power of
The brand idea
* IN THE DARKEST MOMENTS, SOMETIMES
A SMILE IS THE BEST THERAPY.
USING BRAND DRIVEN INNOVATION TO DESIGN
Fresh is a spin-off of plastics factory Acrilmolde
that sells plastic made accessories.
The project started with questioning what could
be done with the shreds and pieces of plastics that
aren’t used in Acrilmolde’s assembly line.
The initial reaction to this new brand has been so
encouraging that internationalization to central
Europe is already being planned.
The idea was to create a very loose, playful and
colorful identity to reflect the product itself.
MY ROLE: STRATEGY > BUS. MODEL, POSITIONING
AND BRAND VOICE
graphic design > BRAND IDENTITY,
TYPOGRAPHY, USER INTERFACE
All rights belong to ACRILMOLDE AND FRESH
Using disruptive innovation
to create value.
Fresh’s innovative business idea
What to do with the
shreds and pieces of
plastics that aren’t used?
A) The standard
procedure is to crush
the pieces and sell it to
recycling for 1$ per Kg.
B) Our idea was to give
those pieces a new life
by using them to create
fashion accessories under
the brand Fresh.
Now, Acrilmolde’s“trash”is Fresh’s raw material
and can be worth up to 20 times more.
Life doesn’t have to be grey.
The brand idea
Gostamos de cores vivas e de gente alegre! Temos pouca paciência para as coisas chatas e rotineiras.
Foi esta forma de estar na vida que nos fez criar a Fresh. Bem, foi isto e o nosso espírito irrequieto,
criativo e empreendedor.
A Fresh nasceu no seio de uma fábrica portuguesa de transformação de acrílicos e plásticos, com o
sonho de colocar o acrílico no quotidiano das pessoas de todo o mundo como via para um “lifestyle”
Tal como tantos outros negócios, começámos por tentar encontrar resposta para um desafio muito
concreto: o que fazer com a matéria prima não utilizada nos moldes e peças? Normalmente estes
materiais são triturados e reciclados. Mas como o que é normal a nós diz-nos pouco, achámos que
teria que haver outra solução melhor. Até porque desta forma desperdiçam-se toneladas de material
em perfeitas condições e consome-se imensa energia desnecessariamente. Foi então que nos ocorreu:
E se re-utilizássemos esses materiais para fazer peças giras e cheias de cor e de vida?! Era a forma
perfeita de lhes conferir uma nova vida!
E assim criámos a Fresh, cuja primeira coleção partilhamos consigo nas páginas seguintes.
Ficamos aqui a torcer para que goste e para que em breve a possamos ver desfilar com todas
as cores do arco-íris. E porque não?! A vida não tem que ser cinzenta!
Fresh’s Brand Voice
SAMPLE PAGES OF THE CATALOGUE. NOT IN SEQUENCE ORDER.
BRAND STRATEGY AND POSITIONING FOR A
NEW BRAND OF OFFICE PAPER
Group Portucel Soporcel wants to launch a new brand
of paper to be positioned as a new reference in the
industry, with a tone of voice more foccused on the
user and less on technical attributes
The new product will be a 75grs paper, sold in 500
Define the naming, brand positioning and
A 75grs paper is a fragile paper. It’s probably not
the best choice of paper to print an important
presentation. But before the final print, we usually
make lots of draft copies.
We don’t always need the best paper. This new brand
will proudly be the best“everyday paper”. The paper to
Client: GROUP PORTUCEL SOPORCEL
AGENCY: SHIFT THINKERS
MY ROLE: STRATEGY > NAMING, TARGET,“USP”
POSITIONING , BRAND PERSONALITY
AND COMMUNICATION CONCEPT
Busy Business Easy
Your everyday paper
WE USUALLY BUY A
for the everyday use
and a special
for the final prints.
75grs is fragile paper.
It’s not the paper for the
final prints but it can be
the best paper to build ideas.
UNIQUE SELLING POINT:
BIZZY - Positioning Platform
To be the playground
for the creative minds.
A rational choice in a time of rationality.
Most of the time we don’t need the best paper.
A multifunctional paper. Good for every occasion.
“FRIENDLY” CLOSE AND
YOUR EVERYDAY PAPER
the paper to build ideas
UNIQUE SELLING PROPOSITION
WHY DOES IT MATTER?
TONE OF VOICE
BRAND IDENTITY FOR ACRYLIC and plastics
Acrilcorte (acrylic cut) is sub-brand of plastics
The idea behind the identity is that a cut can
basically be represented by a single line. The
identity revolves around a 75º vertical line. In the
logotype, all the characters mimic that 75º angle
to create a sense of consistency throughout the
MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE
All rights belong to ACRILMOLDE AND ACRILCORTE
Branding a company expert in
transforming acrylics and plastics
for all kinds of special industries.
> Using energy and light (EDP’s universe) as triggers for
interaction between crowd and music festival.
> The festival is held near an Eolic Park, which allows for
the main stage to be lit up by the energy generated by a
100% renewable souce, making this one, probably the most
sustainable festival in the world;
> Introduction of“energy-generating floors”allow the public to
have a direct interaction and participation in the event itself.
EDP MOTION FEST in one minute:
01 02 03
Brand Activation using customizable t-shirt that shine in the dark.
CREATING an entire brand universe for
Tea O’Clock is a family venture to be launched
in the near future in the several points of New
The symbol revolves around the visualization of a
tea strainer made with 24 radial lines of dots that
symbolize the 24 hours of a day.
Client: TEA O’CLOCK
MY ROLE: BUSINESS CONCEPT, NAMING, STRATEGY,
IDENTITY, PACKAGING AND EXPERIENCE
All rights belong to TEA O’CLOCK
Creating an entire
universe around tea.
TO CHANGE AN ENTIRE COUNTRY’S
APPROACH TO HEALTH
DGS - Portugal’s National Health System was in
urgent need to address its brand positioning and
modernise itself. It’s about time for this centenary
institution to be perceived as Portugal’s top
brand when it comes to health.
The challenge was to create a strong and iconic
identity that could be adapted in a monolithic
format to all the 8 priority programs
We developed an icon that symbolizes the
human being filled with vitality and optimism.
The new symbol was consistently adapted to all
of the major health programs managed by DGS.
MY ROLE: BRAND STRATEGY AND IDENTITY
All rights belong to DGS AND GCI
The new DGS:
lEVEl 1 > UMBRELLA BRAND
lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS
DGS’s old brand arquitecture