Lider DW 2024

DW! São Paulo Design Week is a festival that brings together design-related activities across the city. For Lider's launch campaign during the event, we revisited the memory of design and created a visual identity that highlights the essence of form through a fresh, attractive, and contemporary language.

To evoke the aesthetics of furniture advertisements from the 1950s and 1960s, we drew inspiration from elements like bold grids, strong colors, playful photography, and daring typography. Based on these references, we made graphic decisions that prioritize the creative use of form, color, and composition.

As a highlight of the identity, we created a repertoire of illustrations that portray the furniture with sketch-like strokes, alluding to preliminary authorial drawings and the craftsmanship of each piece. To create the campaign lettering, we selected and stylized two different typefaces. The project's color palette was chosen based on the fabrics’ selection for Lider's showroom at DW! 2024, ensuring consistency between the promotional materials and the scenography of the brand's spaces.