Pinacoteca do Estado de Sao Paulo Design & Branding CURIOSISM BOOK by F/Nazca Saatchi & Saatchi Sao Paulo


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Industry Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernades
Art Director Bruno Oppido
Copywriter Pedro Prado, Mariana Borga, Thiago Carvalho, Eduardo Lima, Romero Cavalcanti F
Photographer Joao Linneu, Rodrigo Castellari, Theo Rocha
Released June 2011

Credits & Description

Category: Books
Creative Director: Fabio Fernades (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Account Manager: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Photographer: João Linneu (F/Nazca Saatchi & Saatchi)
Account Team: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Marcelo Araujo (Pinacoteca Do Estado)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado)
Media placement: Book - Pinacoteca do Estado SP - 1 June 2011

Describe the brief from the client
After 12 years, one of the most important museums in Latin America, decided to change the exhibition of its permanent collection. Therefore, the second floor of its building had to be closed for one year for the renovations.
Our challenge was to keep visitors interested in the museum during this period, and stimulate their curiosity about what was coming next.

Describe the challenges and key objectives
However, instead of creating a campaign to do so, we decided to create an artistic movement: 'Curiousism. The cat that lives inside each of us'.
In order to make the movement seem real, we had to use visual identity often used by museums to promote exhibitions.

Describe how you arrived at the final design
Based on the idea that every material should suggest that Curiousism was a real artistic movement with a real exhibition, we decided to keep the visuals clean, minimalist and informative, just like museum materials often are.

Give some indication of how successful the outcome was in the market
All the 'curious' material available at the museum drew the attention of the media - with a lot of media coverage about the subject - and of the public.
After one year of the opening of Curiousism, precisely on October 15, 2011, the movement came to an end with the opening of the new long-term exhibition at Pinacoteca. In just one weekend, the number of visitors tripled.