Portela: traditional samba school of Rio de Janeiro.
How to renew one of the most traditional brands of samba and Brazilian culture, maintaining its majesty, relevance and admiration.
Portela’s history has always been marked by its pioneering and avant-garde spirit. In 2018, Portela was the first Brazilian Samba school to develop an identity and branding project. The project aimed to renew the school, paying homage to its rich histories and traditions, but without forgetting to look closely at the present, thus building a relevant, attractive and admired brand in the future.
In 2018, I helped, together with the Saravah agency, to carry out a branding project for Majestade do Samba, assisting in the precious development of its language and visual universe.
To achieve this challenge we chose to use in the visual language the Congenial typeface – a high contrast font with a humanized approach, due to calligraphic contrast and brush endings. The use was designed only for titles, with the Regular and Light styles. The result was great. It has being widely used in communications, social media and institutional deliveries.
