Brand identity for the independent media outlet specialized in covering Brazil’s federal legislative branch.
Specialized in a thorough and intense coverage of the Brazilian federal legislative branch’s activities for 16 years, based on quantitative research data on its congressmen, Congresso em Foco [Congress in Focus] is one of Brazil’s most experienced and trustworthy political media outlets.
The recognized quality of its independent news coverage and its role in the strengthening of democracy mean that this outlet must convey its attributes in a more contemporary language, palatable to the digital landscape, as a way to evolve and strengthen its already consolidated journalistic performance.
For their new brand identity, we sought to combine the gravitas and credibility of an established news outlet with a fresh and versatile repertoire. Focused on organizing the brand hierarchy and creating a proprietary and easily replicable system, the new identity steps away from gubernatorial iconographies towards a reclamation of its independent attitude.
The new identity’s concept reinforced the stance of a news outlet that, by opening a dialog and a window for the social inspection of Brazil’s political realm, contributes to a healthy functioning of the democratic system, assisting in citizen monitoring of their representatives.
The proposed branding is based on the use of congressmen data and features modular windows as visual aids that make up an elastic identity system. With the expansion of the graphic repertoire, the communication possibilities of both the website and its social media branches broaden, consolidating a recognizable language for the brand.
Creative Director: Mariana Hardy
Executive Director: Cynthia Massote
Creative Coordinator: Pedro Albergaria
Designer: Hudson Girundi
Project Manager: Marcelo Pantuzza