Bel Lar The Modernist House

Bel Lar is a company that sells design and serves as inspiration for architects and decorators. To commemorate the centenary of the 1922 Week of Modern Art, the brand launched the campaign "A Casa Modernista na Casa Contemporânea" (The Modernist House in the Contemporary House), which held a series of activities and meetings throughout the year 2022.

From the challenge of connecting modernist and contemporary references, we developed an identity that recalls the repercussions of the 1922 Week of Modern Art and the legacy of the Modernist Movement to Brazilian homes. The main reference was the ribbon windows, whose generous openings occupy a good part of the facades of modernist buildings, providing lighting in the internal environments and a panoramic view of the exterior. In this sense, the rectangle that makes up the Bel Lar brand started to compose windows, which reveal content for the brand's audience.

To increase the campaign's graphic repertoire, we rescued several iconic elements of Modernist Architecture to develop cutouts and collages that integrate the signature. Among the developments of the identity, we elaborated a chromatic system to organize the visual communication of the events, a timeline that connects and records the events that marked modernism, invitation templates and Instagram posts, in addition to exclusive gifts, such as bags and notebooks, for Bel Lar's partners and clients.