Marcos Bendrao

PORTFOLIO 2013

Hello,
Im Marcos David Bendrao and IM A brand DESIGNER!
With over 10 years of experience in Branding in both creative and strategic functions I developed a 360 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 organizations 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 youll find a selection of case studies of projects Ive had the chance to work on. Hope well get the chance to meet soon!

RE-BRANDING TMN
PORTUGALS LEADING TELECOM OPERATOR

TMN
DatE: 2006 Client: tmn AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+) MY ROLE: graphic design > stationary, collateral, retail, brand toolkit, t-font, T Magazine (...)

Background
In 2006, TMN, Portugals 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 Wolfs strategy (Conran Design) and Helder Pombinhos design was approved, I integrated the multidisciplinary team responsible for the development and launch of TMNs 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.

All rights belong to TMN AND EURORSCG DESIGN E ARQUITECTURA

DISCLAIMER: The t evolution was an integral part of Conran designs strategy and its implementations was creatively led by Helder Pombinho (Euro RSCGs Creative Director at the time). I was part of the design team.

TMNs new identity.

t becomes a symbol and gains a body.

Gains a life of its own.

Enters our lives.

Interacts with objects.

Interacts with the world.

Creates its own worlds.

The t Evolution

TMNs brand arquitecture with the T-font

UEFA EURO 2004

BRAnding portugals greatest sporting event

UEFA EURO 2004

DatE: 2003-2004 Client: UEFA AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+) MY ROLE: graphic design > Brand Develop- ment and applications

Challenge
Developing a brand identity and a 360 communications program for the biggest and most important sports event ever to held in Portugal. The identity had to fully reflect Portugals 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.

All rights belong to UEFA AND EURORSCG DESIGN E ARQUITECTURA

UEFA

UEFA

CREATING A BRAND FOR

CAPE VERDES FOOTBALL

FOOTBALL in Cape Verde

DatE: 2010 Client: CAPE VERDES FOOTBALL FEDERATION AGENCY: m-cell MY ROLE: STRATEGY, BRAND ARCH. AND identity

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 Verdes 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.

All rights belong to F.C.V.F. AND M-CELL

Brand Architecture
The monolithic approach, where the umbrella brands 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.

UMBRELLA BRAND MONOLITHIC SUB BRANDS

COMPETITION NAMING + BRAND VALUES

NATIONAL CHAMPIONSHIP

REGIONAL CHAMPIONSHIPS

LEAGUE CUP

REGIONAL CUP

UNDER 18S CHAMPIONSHIP

WOMENS CHAMPIONSHIP

DRAWING INSPIRATION FROM SOCIAL MEDIA SEMANTICS TO EXPRESS EMOTIONS IN

DRAMATIS IDENTITY

DRAMATI
DatE: 2008 Client: DRAMATI AGENCY: ETHICAL MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE

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 SMSs as the visual reference and starting point. The D of Dramati, quickly became a :D symbolising human happiness.

All rights belong to DRAMATI AND ETHICAL

The brand idea

Healing through the power of a smile.

* IN THE DARKEST MOMENTS, SOMETIMES A SMILE IS THE BEST THERAPY.

USE OF LUMINESCENT INK TO CONVEY A POSITIVE EXPRESSION IN THE DARK.

GETTY IMAGES

USING BRAND DRIVEN INNOVATION TO DESIGN

FRESHS BUSINESS

FRESH
DatE: 2012 Client: ACRILMOLDE AGENCY: FREELANCE MY ROLE: STRATEGY > BUS. MODEL, POSITIONING AND BRAND VOICE graphic design > BRAND IDENTITY, TYPOGRAPHY, USER INTERFACE

Using disruptive innovation to create value.

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 arent used in Acrilmoldes 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.

All rights belong to ACRILMOLDE AND FRESH

Freshs innovative business idea

What to do with the shreds and pieces of plastics that arent used?

1$

A) The standard procedure is to crush the pieces and sell it to recycling for 1$ per Kg.

Now, Acrilmoldes trash is Freshs raw material and can be worth up to 20 times more.

20$
B) Our idea was to give those pieces a new life by using them to create fashion accessories under the brand Fresh.

The brand idea

Wear your own rainbow!

Life doesnt have to be grey.

Freshs own rainbow

Freshs Brand Voice

Gostamos de cores vivas e de gente alegre! Temos pouca pacincia 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 esprito irrequieto, criativo e empreendedor. A Fresh nasceu no seio de uma fbrica portuguesa de transformao de acrlicos e plsticos, com o sonho de colocar o acrlico no quotidiano das pessoas de todo o mundo como via para um lifestyle mais colorido. Tal como tantos outros negcios, comemos por tentar encontrar resposta para um desafio muito concreto: o que fazer com a matria prima no utilizada nos moldes e peas? Normalmente estes materiais so triturados e reciclados. Mas como o que normal a ns diz-nos pouco, achmos que teria que haver outra soluo melhor. At porque desta forma desperdiam-se toneladas de material em perfeitas condies e consome-se imensa energia desnecessariamente. Foi ento que nos ocorreu: E se re-utilizssemos esses materiais para fazer peas giras e cheias de cor e de vida?! Era a forma perfeita de lhes conferir 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 desfilar com todas as cores do arco-ris. E porque no?! A vida no tem que ser cinzenta!

SAMPLE PAGES OF THE CATALOGUE. NOT IN SEQUENCE ORDER.

Fresh going mobile (under development)

Fresh going social

BRAND STRATEGY AND POSITIONING FOR A

NEW BRAND OF OFFICE PAPER

BIZZY
DatE: 2012 Client: GROUP PORTUCEL SOPORCEL AGENCY: SHIFT THINKERS MY ROLE: STRATEGY > NAMING, TARGET, USP POSITIONING , BRAND PERSONALITY AND COMMUNICATION CONCEPT

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.

BIZZY
Busy Business Easy

NAME

Solution
A 75grs paper is a fragile paper. Its 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 dont always need the best paper. This new brand will proudly be the best everyday paper. The paper to build ideas.

Your everyday paper

TAGLINE

Key Insight

WE USUALLY BUY A NORMAL PAPER

for the everyday use

and a special glossy paper

for the final prints.

UNIQUE SELLING POINT:

75grs is fragile paper. Its not the paper for the final prints but it can be the best paper to build ideas.

BIZZY - Positioning Platform

To be the playground for the creative minds.

VISION

YOUR EVERYDAY PAPER

DRIVING IDEA

the paper to build ideas

UNIQUE SELLING PROPOSITION

A rational choice in a time of rationality. Most of the time we dont need the best paper. A multifunctional paper. Good for every occasion.

RELEVANCE. WHY DOES IT MATTER?

INSPIRING

FRIENDLY

CLOSE AND INFORMAL

TONE OF VOICE

COLABORATIVE

unpretentious

CREATIVE

BRAND PERSONALITY

BIZZY - Communication Concept

IF IT TAKES 100 IDEAS TO ARRIVE AT 1 GREAT IDEA, BIZZY IS THE BEST CHOICE OF PAPER TO PRINT THE OTHER

99

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BIZZY - Communication Concept

A PACK OF BIZZY PAPER IS

OPPORTUNITIES
TO SAY SOMETHING NEW.

500

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BRAND IDENTITY FOR ACRYLIC and plastics

STORE ACRILCORTE

ACRILCORTE
DatE: 2011 Client: ACRILMOLDE AGENCY: FREELANCE MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE

Branding a company expert in transforming acrylics and plastics for all kinds of special industries.

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 75 vertical line. In the logotype, all the characters mimic that 75 angle to create a sense of consistency throughout the identity.

All rights belong to ACRILMOLDE AND ACRILCORTE

10

75

75

CREATING THE IDEA FOR AN

EDP MUSIC FESTIVAL

EDP
DatE: 2012 > NATIONAL CONTEST Client: EDP | MARKETEER CHALLENGE MY ROLE: COMMUNICATION PLAN, NAMING AND BRAND ACTIVATION

Background
This project was a national contest in which the entrants were asked to develop concept for a music festival for EDP (Portugals leading energy provider) that would position EDP as a supporter of music. The project had to include a communication plan detailing the festivals concept and a brand activation strategy. The companys 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.
All rights belong to EDP

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EDP MOTION FEST in one minute:

> Using energy and light (EDPs 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 POINT OF DIFFERENCE

> Creating opportunities for EDP to interact with audiences in ways where theyre drawing upon their skills to engage in a meaningful manner and adding something new to the conversation.

EOLIC PARKS

ENERGY GENERATING FLOORS

Your energy moves us!

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GETTY IMAGES

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

$
01 02

Foundation

Festival + EDP

03

CREATING an entire brand universe for

TEA OCLOCK

TEA OCLOCK
DatE: 2012 Client: TEA OCLOCK MY ROLE: BUSINESS CONCEPT, NAMING, STRATEGY, IDENTITY, PACKAGING AND EXPERIENCE

Creating an entire universe around tea.

Background
Tea OClock 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.

All rights belong to TEA OCLOCK

MODIFIED BODONI FONT

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REBRANDING DGS
TO CHANGE AN ENTIRE COUNTRYS APPROACH TO HEALTH

DGS
DatE: 2013 Client: DGS AGENCY: GCI MY ROLE: BRAND STRATEGY AND IDENTITY

The new DGS:

Background
DGS - Portugals National Health System was in urgent need to address its brand positioning and modernise itself. Its about time for this centenary institution to be perceived as Portugals 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

Human Accessible Vigorous Iconic

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.

All rights belong to DGS AND GCI

DGSs old brand arquitecture

lEVEl 1 > UMBRELLA BRAND lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS

DGSs proposed brand arquitecture

LEVEL 1 > UMBRELLA BRAND LEVEL 2 > SUB-BRANDS > THE PRIORITY PROGRAMS

GETTY IMAGES

Marcos Bendrao

THANK YOU!
marcos.bendrao@gmail.com Tel.: +351 913 002 484 Skype: david.bendrao