Pinacoteca do Estado de Sao Paulo Design & Branding LOGO 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 Pedro Prado, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Roberta Harada
Released October 2011

Credits & Description

Category: Logo Design
Advertiser: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: NEW EXHIBITION OF THE COLLECTION
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Roberta Harada (F/Nazca Saatchi & Saatchi)
Art Director: João Linneu (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Manager: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Team: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Advertisor's Supervisor: Marcelo Araújo (Pinacoteca Do Estado)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado)
Media placement: Corporate Identity, T-Shirts And Other - Pinacoteca Do Estado SP - 10 October 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: ‘Curiosism. The cat that lives inside each of us’.
In order to make the movement seem real, we had to use a visual identity that is often used by museums to promote some exhibitions.

Describe how you arrived at the final design
Based on the idea that every material should suggest that Curiosism was a real artistic movement, with a real exhibition, we decided to keep the visual clean, minimalist and informative, just like museums 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 1 year of the opening of the Curiosism exhibition, precisely on October 15, 2011, the movement came to an end with the opening of the New Long-Term Exhibition at Pinacoteca. In just 1 weekend, the number of visitors tripled.