My Branding Portfolio > 2012

1. Marcos Bendrao PORTFOLIO 2013

2. Hello,
I’m Marcos David Bendrao
and I’M A brand DESIGNER!
With over 10 years of experience in Branding in both creative and
strategic functions I developed a 360º vision of communication and a
personal view of how brands are built and activated across touchpoints.
More than identity or“corporate strategy made visible”, I believe the
great brands of this century are platforms of interaction between
organization and audience. Supported by a strong“big idea”the brand
must be the organization’s main source of inspiration and the driving
force for innovation, growth and a leadership role both in the market and
within the community.
In the following pages you’ll find a selection of case studies of projects
I’ve had the chance to work on. Hope we’ll get the chance to meet soon!

3. RE-BRANDING TMN
PORTUGAL’S LEADING TELECOM OPERATOR

4. Background
In 2006, TMN, Portugal’s mobile communications
leader, felt the need to renew their brand, leaving
behind their corporate and technologically cold
logo, for something more distinct, friendlier and
informal in the way it interacts with customers.
My Involvement
Once Michael Wolf’s strategy (Conran Design)
and Helder Pombinho’s design was approved,
I integrated the multidisciplinary team
responsible for the development and launch of
TMN’s new identity.
Among other things I was responsible for:
> T-magazine, T-font, brand guidelines, stationary
applications, co-lateral materials, packaging,
brand concepts and visuals for the stores and
brand activation for the music Festival Sudoeste.
TMN
DatE: 2006
Client: tmn
AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+)
MY ROLE: graphic design > stationary,
collateral, retail, brand toolkit,
t-font, T Magazine (...)
All rights belong to TMN AND EURORSCG DESIGN E ARQUITECTURA

5. The“t”Evolution
TMN’s new
identity.
“t”becomes
a symbol and
gains a body.
DISCLAIMER:
The“t”evolution was an integral part of Conran design’s
strategy and its implementations was creatively led by
Helder Pombinho (Euro RSCG’s Creative Director at the time).
I was part of the design team.
Gains a life
of its own.
Enters our lives. Interacts with
objects.
Interacts with
the world.
Creates its own worlds.

8. TMN’s brand arquitecture with the“T”-font

10. UEFA EURO 2004
BRAnding portugal’s greatest sporting event

11. Challenge
Developing a brand identity and a“360º
communications”program for the biggest
and most important sports event ever to held
in Portugal. The identity had to fully reflect
Portugal’s passion for football.
Due to the nature of the event itself, this was a
very large project that involved designing not
only for UEFA, but also for the Tourism of Portugal
and for some of the main sponsors of the event
like Coca Cola, McDonalds and Carlsberg.
My Involvement
In 2003, I was part of the team responsible for the
development and implementation of the UEFA
Euro 2004 brand. I worked in a multidisciplinary
environment, under creative direction from
Helder Pombinho, who was responsible for the
creation of the logotype.
UEFA EURO 2004
DatE: 2003-2004
Client: UEFA
AGENCY: EURO RSCG PORTUGAL (HAVAS DESIGN+)
MY ROLE: graphic design > Brand Develop-
ment and applications
All rights belong to UEFA AND EURORSCG DESIGN E ARQUITECTURA
UEFA©

12. UEFA©

14. CREATING A BRAND FOR
CAPE VERDE’S FOOTBALL

15. All rights belong to F.C.V.F. AND M-CELL
Background
The Cape Verdian Football Federation wants to
renew its communications to increase the value of
their product and the levels of participation from
the population.
Solution
Our approach was to segment the product“Cape
Verde’s Football”in 3 key dimensions: competition
(grassroots, formation and professional), social
responsability and promotion.
We developed an umbrella brand“FUTEBOL DE
CABO VERDE”, from which all sub-brands were
developed under a monolithic approach to place
enphasis on consistency. A set of core values
were identified (emotion, passion, joy, friendship,
hope and union) which were later used to name
all the competitions organised by the FCVF in a
monolithic brand architecture model.
The symbol intends to visually explore the core
values in a culturally relevant way. The starting
point was to symbolically recreate the sense of
party and union of cape verdians around football.
FOOTBALL in Cape Verde
DatE: 2010
Client: CAPE VERDE’S FOOTBALL FEDERATION
AGENCY: m-cell
MY ROLE: STRATEGY, BRAND ARCH. AND identity

16. UMBRELLA BRAND
MONOLITHIC SUB BRANDS
COMPETITION NAMING + BRAND VALUES
NATIONAL
CHAMPIONSHIP
REGIONAL
CHAMPIONSHIPS
LEAGUE CUP REGIONAL CUP UNDER 18’S
CHAMPIONSHIP
WOMEN’S
CHAMPIONSHIP
Brand Architecture
The monolithic approach, where the umbrella
brand’s symbol was used as the basic element in
the creation of every competition identity.
This option was chosen due to the fact that there
were a lot of different competitions linked to a
single program and all of them had to rebranded
and presented in a short period of time. This
option enabled the team to give the entire identity
program a sense of consistency.

18. DRAWING INSPIRATION FROM SOCIAL MEDIA
SEMANTICS TO EXPRESS EMOTIONS IN
DRAMATI’S IDENTITY

19. Background
Dramatherapy refers to the intentional use of
theatre techniques for therapy.
After some research, we found out that in the
great majority of cases, the visual reference for
the identity are the theatrical masks of happyness
and sadness. This provided a good starting
point, since the client clearly wanted something
different, more modern and positive.
Solution
The insight came straight from the digital world.
People are communicating a thus expressing
emotions all the time on the digital arena.
Our solution was to use visual language of
the SMS’s as the visual reference and starting
point. The“D”of Dramati, quickly became a“:D”
symbolising human happiness.
DRAMATI
DatE: 2008
Client: DRAMATI
AGENCY: ETHICAL
MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE
All rights belong to DRAMATI AND ETHICAL

20. Healing through
the power of
a smile.
The brand idea

22. * IN THE DARKEST MOMENTS, SOMETIMES
A SMILE IS THE BEST THERAPY.

23. USE OF LUMINESCENT INK TO CONVEY
A POSITIVE EXPRESSION IN THE DARK.
GETTYIMAGES©

24. USING BRAND DRIVEN INNOVATION TO DESIGN
FRESH’S BUSINESS

25. Background
Fresh is a spin-off of plastics factory Acrilmolde
that sells plastic made accessories.
The project started with questioning what could
be done with the shreds and pieces of plastics that
aren’t used in Acrilmolde’s assembly line.
The initial reaction to this new brand has been so
encouraging that internationalization to central
Europe is already being planned.
Solution
The idea was to create a very loose, playful and
colorful identity to reflect the product itself.
FRESH
DatE: 2012
Client: ACRILMOLDE
AGENCY: FREELANCE
MY ROLE: STRATEGY > BUS. MODEL, POSITIONING
AND BRAND VOICE
graphic design > BRAND IDENTITY,
TYPOGRAPHY, USER INTERFACE
All rights belong to ACRILMOLDE AND FRESH
Using disruptive innovation
to create value.

26. Fresh’s innovative business idea
What to do with the
shreds and pieces of
plastics that aren’t used?
A) The standard
procedure is to crush
the pieces and sell it to
recycling for 1$ per Kg.
B) Our idea was to give
those pieces a new life
by using them to create
fashion accessories under
the brand Fresh.
20$
1$
Now, Acrilmolde’s“trash”is Fresh’s raw material
and can be worth up to 20 times more.

27. Wear your
own rainbow!
Life doesn’t have to be grey.
The brand idea

28. Fresh’s own rainbow

29. Gostamos de cores vivas e de gente alegre! Temos pouca paciência para as coisas chatas e rotineiras.
Foi esta forma de estar na vida que nos fez criar a Fresh. Bem, foi isto e o nosso espírito irrequieto,
criativo e empreendedor.
A Fresh nasceu no seio de uma fábrica portuguesa de transformação de acrílicos e plásticos, com o
sonho de colocar o acrílico no quotidiano das pessoas de todo o mundo como via para um “lifestyle”
mais colorido.
Tal como tantos outros negócios, começámos por tentar encontrar resposta para um desafio muito
concreto: o que fazer com a matéria prima não utilizada nos moldes e peças? Normalmente estes
materiais são triturados e reciclados. Mas como o que é normal a nós diz-nos pouco, achámos que
teria que haver outra solução melhor. Até porque desta forma desperdiçam-se toneladas de material
em perfeitas condições e consome-se imensa energia desnecessariamente. Foi então que nos ocorreu:
E se re-utilizássemos esses materiais para fazer peças giras e cheias de cor e de vida?! Era a forma
perfeita de lhes conferir uma nova vida!
E assim criámos a Fresh, cuja primeira coleção partilhamos consigo nas páginas seguintes.
Ficamos aqui a torcer para que goste e para que em breve a possamos ver desfilar com todas
as cores do arco-íris. E porque não?! A vida não tem que ser cinzenta!
Fresh’s Brand Voice

31. SAMPLE PAGES OF THE CATALOGUE. NOT IN SEQUENCE ORDER.

32. Fresh going mobile (under development)

33. Fresh going social

35. BRAND STRATEGY AND POSITIONING FOR A
NEW BRAND OF OFFICE PAPER

36. Background
Group Portucel Soporcel wants to launch a new brand
of paper to be positioned as a new reference in the
industry, with a tone of voice more foccused on the
user and less on technical attributes
The new product will be a 75grs paper, sold in 500
sheet packs.
Challenge
Define the naming, brand positioning and
communication concept.
Solution
A 75grs paper is a fragile paper. It’s probably not
the best choice of paper to print an important
presentation. But before the final print, we usually
make lots of draft copies.
We don’t always need the best paper. This new brand
will proudly be the best“everyday paper”. The paper to
build ideas.
BIZZY
DatE: 2012
Client: GROUP PORTUCEL SOPORCEL
AGENCY: SHIFT THINKERS
MY ROLE: STRATEGY > NAMING, TARGET,“USP”
POSITIONING , BRAND PERSONALITY
AND COMMUNICATION CONCEPT
BIZZY
NAME
Busy Business Easy
Your everyday paper
TAGLINE

37. WE USUALLY BUY A
“NORMAL”PAPER
for the everyday use
and a special
glossy paper
for the final prints.
Key Insight

38. 75grs is fragile paper.
It’s not the paper for the
final prints but it can be
the best paper to build ideas.
UNIQUE SELLING POINT:

39. BIZZY - Positioning Platform
To be the playground
for the creative minds.
A rational choice in a time of rationality.
Most of the time we don’t need the best paper.
A multifunctional paper. Good for every occasion.
“FRIENDLY” CLOSE AND
INFORMAL
COLABORATIVE CREATIVEunpretentious
INSPIRING
YOUR EVERYDAY PAPER
the paper to build ideas
VISION
DRIVING IDEA
UNIQUE SELLING PROPOSITION
RELEVANCE.
WHY DOES IT MATTER?
TONE OF VOICE
BRAND
PERSONALITY

40. IF IT TAKES 100 IDEAS
TO ARRIVE AT 1 GREAT IDEA,
BIZZY IS THE BEST CHOICE
OF PAPER TO PRINT THE OTHER
99
BIZZY - Communication Concept
GETTYIMAGES©

41. A PACK OF BIZZY PAPER IS
500OPPORTUNITIES
TO SAY SOMETHING NEW.
BIZZY - Communication Concept
GETTYIMAGES©

42. BRAND IDENTITY FOR ACRYLIC and plastics
STORE ACRILCORTE

43. Background
Acrilcorte (acrylic cut) is sub-brand of plastics
factory acrilmolde.
Solution
The idea behind the identity is that a cut can
basically be represented by a single line. The
identity revolves around a 75º vertical line. In the
logotype, all the characters mimic that 75º angle
to create a sense of consistency throughout the
identity.
ACRILCORTE
DatE: 2011
Client: ACRILMOLDE
AGENCY: FREELANCE
MY ROLE: STRATEGY, IDENTITY AND EXPERIENCE
All rights belong to ACRILMOLDE AND ACRILCORTE
Branding a company expert in
transforming acrylics and plastics
for all kinds of special industries.

45. 75º
10º
75º

48. CREATING THE IDEA FOR AN
EDP MUSIC FESTIVAL

49. All rights belong to EDP
Background
This project was a national contest in which the entrants
were asked to develop concept for a music festival for EDP
(Portugal’s leading energy provider) that would position
EDP as a supporter of music.
The project had to include a communication plan
detailing the festival’s concept and a brand activation
strategy. The company’s position as a sustainable brand
should also be reinforced.
Idea
The first step was to define the festival in terms of musical
style. It was decided that an electronic dance festival was
the appropriate choice since it would be differentiating
yet still broad enough to aggregate a significant number
of subgenres that would make it attractive to a large
crowd and also, energy is easily linked with dance music.
Within the concept of EDP In Motion, 2 different events
were created:
EDP Motion Fest - A large 4-day music festival to held in
Portugal, in the summer.
EDP Motion Sessions - A national contest for new DJ
talents, held in the 3 months preceding the main event,
with shows in“Museu da Electricidade”.
EDP
DatE: 2012 > NATIONAL CONTEST
Client: EDP | MARKETEER CHALLENGE
MY ROLE: COMMUNICATION PLAN, NAMING
AND BRAND ACTIVATION
GETTYIMAGES©

50. > Using energy and light (EDP’s universe) as triggers for
interaction between crowd and music festival.
> The festival is held near an Eolic Park, which allows for
the main stage to be lit up by the energy generated by a
100% renewable souce, making this one, probably the most
sustainable festival in the world;
> Introduction of“energy-generating floors”allow the public to
have a direct interaction and participation in the event itself.
EDP MOTION FEST in one minute:

51. > Creating opportunities for EDP to interact with audiences in ways
where they’re drawing upon their skills to engage in a meaningful
manner and adding something new to the conversation.
Your energy moves us!
EDP MOTION FEST POINT OF DIFFERENCE
EOLIC PARKS
ENERGY GENERATING
FLOORS
GETTYIMAGES©

52. GETTYIMAGES©

53. 01 02 03
$
Festival
+
EDP
Foundation
Brand Activation using customizable t-shirt that shine in the dark.

54. CREATING an entire brand universe for
TEA O’CLOCK

55. Background
Tea O’Clock is a family venture to be launched
in the near future in the several points of New
England (USA).
Solution
The symbol revolves around the visualization of a
tea strainer made with 24 radial lines of dots that
symbolize the 24 hours of a day.
TEA O’CLOCK
DatE: 2012
Client: TEA O’CLOCK
MY ROLE: BUSINESS CONCEPT, NAMING, STRATEGY,
IDENTITY, PACKAGING AND EXPERIENCE
All rights belong to TEA O’CLOCK
Creating an entire
universe around tea.

57. MODIFIED BODONI FONT
GETTYIMAGES©

59. REBRANDING DGS
TO CHANGE AN ENTIRE COUNTRY’S
APPROACH TO HEALTH

60. Background
DGS - Portugal’s National Health System was in
urgent need to address its brand positioning and
modernise itself. It’s about time for this centenary
institution to be perceived as Portugal’s top
brand when it comes to health.
The challenge was to create a strong and iconic
identity that could be adapted in a monolithic
format to all the 8 priority programs
Solution
We developed an icon that symbolizes the
human being filled with vitality and optimism.
The new symbol was consistently adapted to all
of the major health programs managed by DGS.
DGS
DatE: 2013
Client: DGS
AGENCY: GCI
MY ROLE: BRAND STRATEGY AND IDENTITY
All rights belong to DGS AND GCI
The new DGS:
Human
Accessible
Vigorous
Iconic

61. lEVEl 1 > UMBRELLA BRAND
lEVEl 2 > SUB-BRANDS > THE PRIORITY PROGRAMS
DGS’s old brand arquitecture

62. LEVEL 1 > UMBRELLA BRAND
LEVEL 2 > SUB-BRANDS > THE PRIORITY PROGRAMS
DGS’s proposed brand arquitecture

63. GETTYIMAGES©

64. Marcos Bendrao THANK YOU!
marcos.bendrao@gmail.com
Tel.: +351 913 002 484
Skype: david.bendrao