MARCOS BENDRAO PORTFOLIO

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My Branding Portfolio > 2012

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MARCOS BENDRAO PORTFOLIO

  1. 1. Marcos Bendrao PORTFOLIO 2013
  2. 2. Hello, 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!
  3. 3. RE-BRANDING TMN PORTUGAL’S LEADING TELECOM OPERATOR
  4. 4. Background 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. My Involvement 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. TMN DatE: 2006 Client: tmn 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
  5. 5. The“t”Evolution TMN’s new identity. “t”becomes a symbol and gains a body. DISCLAIMER: 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 objects. Interacts with the world. Creates its own worlds.
  6. 6. TMN’s brand arquitecture with the“T”-font
  7. 7. UEFA EURO 2004 BRAnding portugal’s greatest sporting event
  8. 8. Challenge Developing a brand identity and a“360º communications”program for the biggest and most important sports event ever to held in Portugal. The identity had to fully reflect Portugal’s passion for football. Due to the nature of the event itself, this was a very large project that involved designing not only for UEFA, but also for the Tourism of Portugal and for some of the main sponsors of the event like Coca Cola, McDonalds and Carlsberg. My Involvement In 2003, I was part of the team responsible for the development and implementation of the UEFA Euro 2004 brand. I worked in a multidisciplinary environment, under creative direction from Helder Pombinho, who was responsible for the creation of the logotype. UEFA EURO 2004 DatE: 2003-2004 Client: UEFA AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+) MY ROLE: graphic design > Brand Develop- ment and applications All rights belong to UEFA AND EURORSCG DESIGN E ARQUITECTURA UEFA©
  9. 9. UEFA©
  10. 10. CREATING A BRAND FOR CAPE VERDE’S FOOTBALL
  11. 11. All rights belong to F.C.V.F. AND M-CELL Background The Cape Verdian Football Federation wants to renew its communications to increase the value of their product and the levels of participation from the population. Solution 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 DatE: 2010 Client: CAPE VERDE’S FOOTBALL FEDERATION AGENCY: m-cell MY ROLE: STRATEGY, BRAND ARCH. AND identity
  12. 12. UMBRELLA BRAND MONOLITHIC SUB BRANDS COMPETITION NAMING + BRAND VALUES NATIONAL CHAMPIONSHIP REGIONAL CHAMPIONSHIPS LEAGUE CUP REGIONAL CUP UNDER 18’S CHAMPIONSHIP WOMEN’S CHAMPIONSHIP Brand Architecture 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.
  13. 13. DRAWING INSPIRATION FROM SOCIAL MEDIA SEMANTICS TO EXPRESS EMOTIONS IN DRAMATI’S IDENTITY
  14. 14. Background 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. Solution 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. DRAMATI DatE: 2008 Client: DRAMATI AGENCY: ETHICAL MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE All rights belong to DRAMATI AND ETHICAL
  15. 15. Healing through the power of a smile. The brand idea
  16. 16. * IN THE DARKEST MOMENTS, SOMETIMES A SMILE IS THE BEST THERAPY.
  17. 17. USE OF LUMINESCENT INK TO CONVEY A POSITIVE EXPRESSION IN THE DARK. GETTYIMAGES©
  18. 18. USING BRAND DRIVEN INNOVATION TO DESIGN FRESH’S BUSINESS
  19. 19. Background 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. Solution The idea was to create a very loose, playful and colorful identity to reflect the product itself. FRESH DatE: 2012 Client: ACRILMOLDE AGENCY: FREELANCE 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.
  20. 20. 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. 20$ 1$ Now, Acrilmolde’s“trash”is Fresh’s raw material and can be worth up to 20 times more.
  21. 21. Wear your own rainbow! Life doesn’t have to be grey. The brand idea
  22. 22. Fresh’s own rainbow
  23. 23. 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” mais colorido. 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
  24. 24. SAMPLE PAGES OF THE CATALOGUE. NOT IN SEQUENCE ORDER.
  25. 25. Fresh going mobile (under development)
  26. 26. Fresh going social
  27. 27. BRAND STRATEGY AND POSITIONING FOR A NEW BRAND OF OFFICE PAPER
  28. 28. Background 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 sheet packs. Challenge Define the naming, brand positioning and communication concept. Solution 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 build ideas. BIZZY DatE: 2012 Client: GROUP PORTUCEL SOPORCEL AGENCY: SHIFT THINKERS MY ROLE: STRATEGY > NAMING, TARGET,“USP” POSITIONING , BRAND PERSONALITY AND COMMUNICATION CONCEPT BIZZY NAME Busy Business Easy Your everyday paper TAGLINE
  29. 29. WE USUALLY BUY A “NORMAL”PAPER for the everyday use and a special glossy paper for the final prints. Key Insight
  30. 30. 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:
  31. 31. 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 INFORMAL COLABORATIVE CREATIVEunpretentious INSPIRING YOUR EVERYDAY PAPER the paper to build ideas VISION DRIVING IDEA UNIQUE SELLING PROPOSITION RELEVANCE. WHY DOES IT MATTER? TONE OF VOICE BRAND PERSONALITY
  32. 32. IF IT TAKES 100 IDEAS TO ARRIVE AT 1 GREAT IDEA, BIZZY IS THE BEST CHOICE OF PAPER TO PRINT THE OTHER 99 BIZZY - Communication Concept GETTYIMAGES©
  33. 33. A PACK OF BIZZY PAPER IS 500OPPORTUNITIES TO SAY SOMETHING NEW. BIZZY - Communication Concept GETTYIMAGES©
  34. 34. BRAND IDENTITY FOR ACRYLIC and plastics STORE ACRILCORTE
  35. 35. Background Acrilcorte (acrylic cut) is sub-brand of plastics factory acrilmolde. Solution 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 identity. ACRILCORTE DatE: 2011 Client: ACRILMOLDE AGENCY: FREELANCE 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.
  36. 36. 75º 10º 75º
  37. 37. CREATING THE IDEA FOR AN EDP MUSIC FESTIVAL
  38. 38. All rights belong to EDP Background This project was a national contest in which the entrants were asked to develop concept for a music festival for EDP (Portugal’s leading energy provider) that would position EDP as a supporter of music. The project had to include a communication plan detailing the festival’s concept and a brand activation strategy. The company’s position as a sustainable brand should also be reinforced. Idea The first step was to define the festival in terms of musical style. It was decided that an electronic dance festival was the appropriate choice since it would be differentiating yet still broad enough to aggregate a significant number of subgenres that would make it attractive to a large crowd and also, energy is easily linked with dance music. Within the concept of EDP In Motion, 2 different events were created: EDP Motion Fest - A large 4-day music festival to held in Portugal, in the summer. EDP Motion Sessions - A national contest for new DJ talents, held in the 3 months preceding the main event, with shows in“Museu da Electricidade”. EDP DatE: 2012 > NATIONAL CONTEST Client: EDP | MARKETEER CHALLENGE MY ROLE: COMMUNICATION PLAN, NAMING AND BRAND ACTIVATION GETTYIMAGES©
  39. 39. > 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:
  40. 40. > Creating opportunities for EDP to interact with audiences in ways where they’re drawing upon their skills to engage in a meaningful manner and adding something new to the conversation. Your energy moves us! EDP MOTION FEST POINT OF DIFFERENCE EOLIC PARKS ENERGY GENERATING FLOORS GETTYIMAGES©
  41. 41. GETTYIMAGES©
  42. 42. 01 02 03 $ Festival + EDP Foundation Brand Activation using customizable t-shirt that shine in the dark.
  43. 43. CREATING an entire brand universe for TEA O’CLOCK
  44. 44. Background Tea O’Clock is a family venture to be launched in the near future in the several points of New England (USA). Solution 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. TEA O’CLOCK DatE: 2012 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.
  45. 45. MODIFIED BODONI FONT GETTYIMAGES©
  46. 46. REBRANDING DGS TO CHANGE AN ENTIRE COUNTRY’S APPROACH TO HEALTH
  47. 47. Background 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 Solution 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. DGS DatE: 2013 Client: DGS AGENCY: GCI MY ROLE: BRAND STRATEGY AND IDENTITY All rights belong to DGS AND GCI The new DGS: Human Accessible Vigorous Iconic
  48. 48. lEVEl 1 > UMBRELLA BRAND lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS DGS’s old brand arquitecture
  49. 49. LEVEL 1 > UMBRELLA BRAND LEVEL 2 > SUB-BRANDS > THE PRIORITY PROGRAMS DGS’s proposed brand arquitecture
  50. 50. GETTYIMAGES©
  51. 51. Marcos Bendrao THANK YOU! marcos.bendrao@gmail.com Tel.: +351 913 002 484 Skype: david.bendrao

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