Estufa Label – Inhotim Design Studio
Brand identity and signage for Inhotim Noite Aberta (Inhotim Open Night), a nightly event that brought together contemporary art, music, and food.
The nuances of dusk were the inspiration for Inhotim Open Night’s brand identity. The language that was developed portrays how sunset changes our perception of space, and offers new sensations in the Art Center and botanical garden.
In order to immerse the audience in this setting, the images resemble the visual experience of dusk, when the light reveals new perceptions, colors, and textures. Enhanced by their cropping, the photos show nuances that hint and provoke.
The identity is composed of a grid with the letters of the words “noite” (“night”) and “aberta” (“open”), representing the new spots of natural light being revealed and, in doing so, creating new layers in the environment. In addition, it is a renewed interpretation of the box, forming quadrants in the material.
The project included also the creation of a temporary signage system for events at Inhotim. The design was inspired by the permanent signage of the Park, and developed as a structure whose main attribute is its three-dimensionality. This feature ensures self-sustaining with no grounding required, a versatile content insertion, and lightness for transportation.
The structure was made with wood, designed to support customized content slides, making the signage not only able to assimilate elements of each event’s visual identity, but also to serve as a scenic object.
The system works in a modular way, which means that, by joining individual parts, it is possible to vary the size of the signs, and come up with new uses for the structure.
Creative Director: Mariana Hardy
Executive Director: Cynthia Massote
Project Manager: Ricardo Lopes
Design: Pedro de Albergaria
Graphic Production: Mirelle Bairral and Gabriela Silva
Photos: Fernando Dias