Marcos Bendrao Portfolio 2012

7/31/2019 Marcos Bendrao Portfolio 2012

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Marcos Bendrao PorTFoLIo 2013


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Hello, Im Marcos David Bendraoand IM A brand DESIGNER!

With over 10 years o experience in Branding in both creative andstrategic unctions I developed a 360 vision o communication and apersonal view o how brands are built and activated across touchpoints.

More than identity or corporate strategy made visible, I believe thegreat brands o this century are plat orms o interaction betweenorganization and audience. Supported by a strong big idea the brandmust be the organizations main source o inspiration and the driving

orce or innovation, growth and a leadership role both in the market and

within the community.

In the ollowing pages youll nd a selection o case studies o projectsIve had the chance to work on. Hope well get the chance to meet soon!


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RE-BRANDINGTMNPORTUGALS LEADING TELECOM OPERATOR


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B ckgrou dIn 2006, TMN, Portugals mobile communicationsleader, elt the need to renew their brand, leavingbehind their corporate and technologically coldlogo, or something more distinct, riendlier and

in ormal in the way it interacts with customers.

My I vo vemeOnce Michael Wol s strategy (Conran Design)and Helder Pombinhos design was approved,I integrated the multidisciplinary teamresponsible or the development and launch o TMNs new identity.

Among other things I was responsible or:> T-magazine, T- ont, brand guidelines, stationaryapplications, co-lateral materials, packaging,brand concepts and visuals or the stores andbrand activation or the music Festival Sudoeste.

TMNDatE: 2006ClIEnt: tmn

aGEnCY: EURO RSCG PORtUGAL (HAVAS DESIGn+)MY ROlE: GRaphIC DEsIGn > StAtIOnARy,COLLAtERAL, REtAIL, bRAnD tOOLkIt, t- Ont, t mAGAzI nE (...)

ALL RIGHtS bELOnG tO tmn AnD EURORSCG DESIGn E ARQUItECtURA


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The t Evolution

TMNs newidentity.

t becomesa symbol andgains a body.

DISCLAIMER: The t evolution was an integral part o Conran designsstrategy and its implementations was creatively led byHelder Pombinho (Euro RSCGs Creative Director at the time).I was part o the design team.

Gains a li eo its own.

Enters our lives. Interacts withobjects.

Interacts withthe world.

Creates its own worlds.


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TMNs brand arquitecture with the T- ont


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UEFA EURO 2004BRAnding portugals greatest sporting event


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C e geDeveloping a brand identity and a 360communications program or the biggestand most important sports event ever to heldin Portugal. The identity had to ully re ectPortugals passion or ootball.

Due to the nature o the event itsel , this was avery large project that involved designing notonly or UEFA, but also or the Tourism o Portugaland or some o the main sponsors o the eventlike Coca Cola, McDonalds and Carlsberg.

My I vo vemeIn 2003, I was part o the team responsible or thedevelopment and implementation o the UEFA

Euro 2004 brand. I worked in a multidisciplinaryenvironment, under creative direction romHelder Pombinho, who was responsible or thecreation o the logotype.

UEFA EURO 2004DatE: 2003-2004ClIEnt: UE AaGEnCY: EURO RSCG PORtUGAL (HAVAS DESIGn+)MY ROlE: GRaphIC DEsIGn > bRAnD DEVELOP-

mEnt AnD APPLICAtIOnS

ALL RIGHtS bELOnG tO UE A AnD EURORSCG DESIGn E ARQUItECtURA

U E f A


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U E f A


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CREATING A BRAND FOR

CAPE VERDES FOOTBALL


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ALL RIGHtS bE LOnG tO .C.V. . AnD m-CELL

B ckgrou d The Cape Verdian Football Federation wants torenew its communications to increase the value o their product and the levels o participation romthe population.

so u ioOur approach was to segment the product CapeVerdes Football in 3 key dimensions: competition(grassroots, ormation and pro essional), socialresponsability and promotion.

We developed an umbrella brand FUTEBOL DECABO VERDE, rom which all sub-brands weredeveloped under a monolithic approach to placeenphasis on consistency. A set o core valueswere identi ed (emotion, passion, joy, riendship,

hope and union) which were later used to nameall the competitions organised by the FCVF in amonolithic brand architecture model.

The symbol intends to visually explore the corevalues in a culturally relevant way. The startingpoint was to symbolically recreate the sense o party and union o cape verdians around ootball.

FOOTBALL in Cape VerdeDatE: 2010ClIEnt: CAPE VERDES OOtbALL EDERAtIOnaGEnCY: m-CELLMY ROlE: StRAtEGy, bRAnD ARCH. AnD IDEntIty


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UmbRELLA bRAnDmOnOLItHIC SUb bRAnDS

COmPEtItIOn nAmInG + bRAnD VALUES

nAtIOnALCHAmPIOnSHIP

REGIOnALCHAmPIOnSHIPS

LEAGUE CUP REGIOnAL CUP UnDER 18SCHAmPIOnSHIP

WOmEnSCHAmPIOnSHIP

Br d arc i ec ure The monolithic approach, where the umbrellabrands symbol was used as the basic element inthe creation o every competition identity.

This option was chosen due to the act that there

were a lot o diferent competitions linked to asingle program and all o them had to rebrandedand presented in a short period o time. Thisoption enabled the team to give the entire identityprogram a sense o consistency.


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DRAWING INSPIRATION FROM SOCIAL MEDIA

SEMANTICS TO EXPRESS EMOTIONS IN

DRAMATIS IDENTITY


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B ckgrou dDramatherapy re ers to the intentional use o theatre techniques or therapy.

A ter some research, we ound out that in thegreat majority o cases, the visual re erence orthe identity are the theatrical masks o happyness

and sadness. This provided a good startingpoint, since the client clearly wanted somethingdiferent, more modern and positive.

so u io The insight came straight rom the digital world.People are communicating a thus expressingemotions all the time on the digital arena.Our solution was to use visual language o the SMSs as the visual re erence and starting

point. The D o Dramati, quickly became a :Dsymbolising human happiness.

DRAMATIDatE: 2008ClIEnt: DRAmAtIaGEnCY: EtHICALMY ROlE: StRAtEGy, IDEntIty AnD EXPERIEnCE

ALL RIGHtS bELOnG tO DRAmAtI AnD EtHICAL


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Healing throughthe power o a smile.

The brand idea


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* IN THE DARKEST MOMENTS, SOMETIMESA SMILE IS THE BEST THERAPY.


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USE OF LUMINESCENT INK TO CONVEYA POSITIVE EXPRESSION IN THE DARK.

G E t t y I m A G E S


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USING BRAND DRIVEN INNOVATION TO DESIG

FRESHS BUSINESS


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B ckgrou dFresh is a spin-of o plastics actory Acrilmoldethat sells plastic made accessories.

The project started with questioning what couldbe done with the shreds and pieces o plastics thatarent used in Acrilmoldes assembly line.

The initial reaction to this new brand has been soencouraging that internationalization to centralEurope is already being planned.

so u io The idea was to create a very loose, play ul and

color ul identity to re ect the product itsel .

FRESHDatE: 2012ClIEnt: ACRILmOLDEaGEnCY: REELAnCEMY ROlE: stRatEGY > bUS. mODEL, POSItIOnInG

AnD bRAnD VOICE GRaphIC DEsIGn > bRAnD IDEntIty,

tyPOGR APHy, USER Int ER ACE

ALL RIGHtS bELOnG tO ACRILmOLDE AnD RESH

Using disruptive innovationto create value.


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Freshs innovative business idea

What to do with theshreds and pieces o plastics that arent used?

A) The standardprocedure is to crushthe pieces and sell it torecycling or1$ er Kg.

B) Our idea was to give

those pieces a new li eby using them to create

ashion accessories underthe brand Fresh.

20$

1$

Now, Acrilmoldes trash is Freshs raw material

and can be worth up to 20 times more.


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Wear yourown rainbow!Li e doesnt have to be grey.

The brand idea


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Freshs own rainbow


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Gostamos de cores vivas e de gente alegre! Temos pouca pacincia para as coisas chatas e rotineiras.Foi esta orma de estar na vida que nos ez criar a Fresh. Bem, oi isto e o nosso esprito irrequieto,criativo e empreendedor.

A Fresh nasceu no seio de uma brica portuguesa de trans ormao de acrlicos e plsticos, com o

sonho de colocar o acrlico no quotidiano das pessoas de todo o mundo como via para um li estylemais colorido.

Tal como tantos outros negcios, comemos por tentar encontrar resposta para um desafo muitoconcreto: o que azer com a matria prima no utilizada nos moldes e peas? Normalmente estesmateriais so triturados e reciclados. Mas como o que normal a ns diz-nos pouco, achmos queteria que haver outra soluo melhor. At porque desta orma desperdiam-se toneladas de materialem per eitas condies e consome-se imensa energia desnecessariamente. Foi ento que nos ocorreu:

E se re-utilizssemos esses materiais para azer peas giras e cheias de cor e de vida?! Era a ormaper eita de lhes con erir uma nova vida!

E assim crimos a Fresh, cuja primeira coleo partilhamos consigo nas pginas seguintes.Ficamos aqui a torcer para que goste e para que em breve a possamos ver desflar com todasas cores do arco-ris. E porque no?! A vida no tem que ser cinzenta!

Freshs Brand Voice


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SAMPLE PAGES OF THE CATALOGUE. NOT IN SEQUENCE ORDER.


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Fresh going mobile (under development)


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Fresh going social


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BRAND STRATEGY AND POSITIONING FOR A

NEW BRAND OF OFFICE PAP


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B ckgrou dGroup Portucel Soporcel wants to launch a new brando paper to be positioned as a new re erence in theindustry, with a tone o voice more occused on theuser and less on technical attributes

The new product will be a 75grs paper, sold in 500sheet packs.

C e geDe ne the naming, brand positioning andcommunication concept.

so u ioA 75grs paper is a ragile paper. Its probably notthe best choice o paper to print an importantpresentation. But be ore the nal print, we usuallymake lots o dra t copies.

We dont always need the best paper. This new brandwill proudly be the best everyday paper. The paper tobuild ideas.

BIZZYDatE: 2012ClIEnt: GROUP PORtUCEL SOPORCELaGEnCY: SHI t tHInkERS

MY ROlE: stRatEGY > nAmInG, tARGEt, USPPOSItIOnInG , bRAnD PERSOnALItyAnD COmmUnICAtIOn COnCEPt

BIZZY

nAmE

Busy Business Easy

Your everyday paper tAGLInE


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WE USUALLY BUY ANORMAL PAPER

or he ever da useANd A SPEcIAL

gLOSSY PAPER

or he f al pri s.

Key Insight


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75grs is fragile paper.

Its not the paper for thefnal prints but it can bethe best paper to build ideas.

UnIQUE SELLInG POInt:


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BIZZY - Positioning Plat orm

to e he pla grou dor he crea ive i ds.

A ra io al choice i a i e o ra io ali .

mos o he i e we do eed he es paper.

A ul i u c io al paper. Good or ever occasio .

RIEnDLy CLOSE AnDIn ORmAL

COLAbORAtIVE CREAtIVEUnPREtEntIOUS

InSPIRInG

YOUR EVERYDaY papER

thE papER tO BUIlD IDEas

VISIOn

DRIVInG IDEA

UnIQUE SELLInG PROPOSItIOn

RELEVAnCE.WHy DOES It mAttER?

tOnE O VOICE

bRAnDPERSOnALIty

E S


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IF It taKEs 100 IDEastO aRRIVE at 1 GREat IDEa,BIZZY Is thE BEst ChOICE

OF papER tO pRInt thE OthER

99

BIZZY - Communication Concept G E t t y I m A G E

E S


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a paCK OF BIZZY PAPER Is

500OPPORTUNITIES tO saY sOMEthInG nEW.

BIZZY - Communication Concept G E t t y I m A G E


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BRAND IDENTITY FOR ACRYLIC and plastics

STORE ACRILCORTE


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B ckgrou dAcrilcorte (acrylic cut) is sub-brand o plastics

actory acrilmolde.

so u io

The idea behind the identity is that a cut canbasically be represented by a single line. Theidentity revolves around a 75 vertical line. In thelogotype, all the characters mimic that 75 angleto create a sense o consistency throughout theidentity.

ACRILCORTEDatE: 2011ClIEnt: ACRILmOLDEaGEnCY: REELAnCE

MY ROlE: StRAtEGy, IDEntIty AnD EXPERIEnCE

ALL RIGHtS bELOnG tO ACRILmOLDE AnD ACRILCORtE

Branding a company expert intrans orming acrylics and plastics

or all kinds o special industries.


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75

10

75


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CREATING THE IDEA FOR AN

EDP MUSIC FESTIVAL

A G E S


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ALL RIGHtS bELOnG tO EDP

B ckgrou d This project was a national contest in which the entrantswere asked to develop concept or a music estival or EDP(Portugals leading energy provider) that would positionEDP as a supporter o music.

The project had to include a communication plandetailing the estivals concept and a brand activationstrategy. The companys position as a sustainable brandshould also be rein orced.

Ide The rst step was to de ne the estival in terms o musicalstyle. It was decided that an electronic dance estival wasthe appropriate choice since it would be diferentiatingyet still broad enough to aggregate a signi cant numbero subgenres that would make it attractive to a largecrowd and also, energy is easily linked with dance music.

Within the concept o EDP In Motion, 2 diferent eventswere created:EDP Motion Fest - A large 4-day music estival to held inPortugal, in the summer.EDP Motion Sessions - A national contest or new DJtalents, held in the 3 months preceding the main event,with shows in Museu da Electricidade.

EDPDatE: 2012 > nAtIOnAL COntEStCLIENT: EDP | mARkEtEER CHALLEnGEMY ROLE:COmmUnICAtIOn PLAn, nAmInG

AnD bRAnD ACtIVAtIOn

G E t t y I m A


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> Using energy and light (EDPs universe) as triggers orinteraction between crowd and music estival.

> The estival is held near an Eolic Park, which allows orthe main stage to be lit up by the energy generated by a100% renewable souce, making this one, probably the mostsustainable estival in the world;

> Introduction o energy-generating oors allow the public to

have a direct interaction and participation in the event itsel .

EDP MOTION FEST in one minute:


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> Creating opportunities or EDP to interact with audiences in wayswhere theyre drawing upon their skills to engage in a meaning ulmanner and adding something new to the conversation.

Your energy moves us!

EDP MOTION FEST POINT OF DIFFERENCE

EOLIC PARKS

ENERGY GENERATINGFLOORS


A G E S


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G E t t y I m A


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01 02 03

$Festival

+EDP

Foundation

Brand Activation using customizable t-shirt that shine in the dark.


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CREATING an entire brand universe for

TEA OCLOCK


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B ckgrou d Tea OClock is a amily venture to be launchedin the near uture in the several points o NewEngland (USA).

so u io The symbol revolves around the visualization o atea strainer made with 24 radial lines o dots thatsymbolize the 24 hours o a day.

TEA OCLOCKDatE: 2012ClIEnt: tEA OCLOCk MY ROlE: bUSInESS COnCEPt, nAmInG, StRAtEGy,

IDEntIty, PACkAGInG AnD EXPERIEnCE

ALL RIGHtS bELOnG tO tEA OCLOCk

Creating an entireuniverse around tea.


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REBRANDING DGSTO CHANGE AN ENTIRE COUNTRYSAPPROACH TO HEALTH


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B ckgrou dDGS - Portugals National Health System was inurgent need to address its brand positioning andmodernise itsel . Its about time or this centenaryinstitution to be perceived as Portugals topbrand when it comes to health.

The challenge was to create a strong and iconic

identity that could be adapted in a monolithicormat to all the 8 priorit y programs

so u ioWe developed an icon that symbolizes thehuman being lled with vitality and optimism.

The new symbol was consistently adapted to allo the major health programs managed by DGS.

DGSDatE: 2013ClIEnt: DGSaGEnCY: GCI

MY ROlE: bRAnD StRAtEGy AnD IDEntIty

ALL RIGHtS bELOnG tO DGS AnD GCI

The new DGS:HumanAccessibleVigorousIconic


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lEVEl 1 > UMBRELLA BRAND

lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS

DGSs old brand arquitecture


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lEVEl 1 > UMBRELLA BRAND

lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS

DGSs proposed brand arquitecture


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Marcos Bendrao THANK YOU!

arcos. e drao@g ail.co tel.: +351 913 002 484S pe: david. e drao

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Marcos Bendrao Portfolio 2012

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