NA PELE DELA

ClientMÁRIO CÉSAR PHOTOGTAPHY
Category A01. Creation of a new Brand Identity
TitleNA PELE DELA
Product/ServiceEXHIBITION
Entrant SOLID DOGMA Lisbon, PORTUGAL
Idea Creation SOLID DOGMA Lisbon, PORTUGAL
Credits
Name Company Position
Sílvia Matias Solid Dogma Graphic Designer
Ana Castanho Solid Dogma Copywriter
Diogo Potes Solid Dogma Head of Design
Pedro Pires Solid Dogma Creative Director
Joana Coelho Solid Dogma Account Executive

Background

‘Na Pele Dela’ means ‘in her skin’. This is a photographic project that came to be an exhibition aiming to shed some light on the traditional male chauvinism that is deeply rooted in the Portuguese culture (as it is in so many others), by challenging famous male figures of our society to step in the typical female imagery and cliché representations – defying the audience to start a wider/global conversation over them jumping into the roles and typifications that were portraited. From each picture a theme, a discussion that should put people to talk, to question our cultural genre representations. And our job was to create a Graphic Identity that would mirror and enable this talk. Also, zero budget: this was free of charge, since the topic was of social and cultural relevance.

Describe the creative idea (40% of vote)

If we need to start a relevant and broader conversation, we’re not going for the cliché representation of the woman’s skin or challenges that are already represented on the exhibit’s work. We’ll aim to embody the social and cultural changes that should come across through art, pinning a conversation/dialogue in the visual cosmos itself. We proposed, therefore, a graphic identity that mirrors circularity and movement: a movement that begins in one the individual (I) and spreads or involves the collective (O), as a social movement and change should. A representation of expanding debate, punctuating the original typography with lines and forms that suggest multiplication, circularity, a sense of amplification, dialogue and movement – defining the project with elements that expand only to represent a larger, necessary, imperative conversation open to all spectrums of society. From children to adults/elder people, the target is all the Portuguese people as one.

Describe the execution (40% of vote)

From the individual position and personal portraying to a collective reflection. The process was focussed on the much needed social awareness, movement and change -- so we established that the naming of the exhibition would enable this intent and the graphic identity would flow from that: a graphic identity that mirrors circularity and movement. A movement that begins in one the individual (I) and spreads or involves the collective (O), as a social change should. A representation of expanding debate, punctuating the original typography with lines and forms that suggest multiplication, circularity, a sense of amplification, dialogue and movement – defining the project with elements and symbology that expand only to represent a larger, necessary, imperative conversation open to all spectrums of society. The visual cosmos was integrated in many formats: from posters to flyers, Instagram, invitations and graphic elements applied on the exhibit's scenario.

List the results (20% of vote)

The exhibition was held for a bit more than a week, gathering more than 700 people, involving high media coverage.