Bel Lar - The Future of the Urban

Bel Lar Casa Contemporânea is an interior design brand that works to inspire architects and decorators. For the company's 2023 Campaign, we proposed a reflection on contemporary metropolises, seeking to reinforce the company's place as a curator of themes relevant to the evolution of design and architecture.

To this end, we conceived actions that dialogue with the concept "The Future of the Urban," composing a dynamic program that brought together people, places, and experiences throughout the year.

The campaign's visual identity started from the original plan of the city of Belo Horizonte, a cartographic document from 1895, which gave rise to graphic forms based on the delimitations of blocks and neighborhoods. To bring the communication to a digital and contemporary language, we elaborated overlays and vibrant color duos. The chosen typography further complemented the proposal, as it refers to the use of stencil, common in urban interventions.