Branding 3.0

Tátil has conceived the stand that will hold all Brazilian work during the 2009 Cannes Lions. Exploring the concept of ‘Flipping the Ordinary’, which comes from ‘doing with very little’, the agency will show during the event the way in which the diversity and richness of languages of Brazil translates on the way professionals from this country create, uniting creativity, innovation and quality.

The work, being developed by Abedesign (Brazillian Association of Design Companies), aims to emphasize the attributes of simplicity and originality of Brazilian creation.

A Stand of 24m² (+/- 79”²), will be the main publishing element and its walls will be assembled only with paper and light (a curved wall, engraved with words that resembles inspiration and lighting from behind), mixing simple elements that results in something original.

Still inside of the stand, large screens will showcase works from Brazilian Design offices during the event.

The ‘Design Brazil’ brand was created with the main goal of leaving a clear characteristic of being a “culture of inspirations”, that determines the Brazilian design as a mix of influences.

The typography which originated the drawing of the brand and was constructed manually with a single paper stripe, an initiative which is also present in other graphic pieces developed by Tátil for the festival.

“The Idea is for the stand to work not only as a space for publishing Brazilian production abroad, but also as a meeting point for Brazilian designers that will be present on the event”, explains Fred Gelli, creative director and Partner of Tátil.