Rebranding Casa dos Rapazes

BRIEFING

Casa dos Rapazes (House of Boys) Rebranding.

Casa dos Rapazes is a solidarity institution with more than 100 years of experience as a Child Home.
A mixed team of professionals and volunteers run the institution, and take care of boys between the ages of 6 and 18, from situations of risk and social vulnerability.

The boys come from different paths, but in this House they are a family of equals, sharing the same space and facilities.
Casa dos Rapazes goal is to help to draw a better future for the kids and reintegrate them back with their family.

As an institution their challenge is to find peace and motivation for the boys and teach them how to be more autonomous.

IDEA

Having this as inspiration, the new brand hides a little word play. The portuguese word for boys (rapazes) hides within it the word peace (paz). To take advantage of that happy coincidence we created a new logotype mixing calligraphy and a sans serif type. The foundation date appears as a smile on the side, giving positivity and credibility at the same time.

GRAPHIC ELEMENTS

For the graphic universe, since the old brand was lacking in color, happy colors were introduced. To protect the boys' privacy, we found that the limitation of not using their faces was a way to develop a new language where pictures and illustration come together.
This new visual identity allows us to create new environments for the context of Casa dos Rapazes activities, social media, donation campaigns and website.

Institucional animation Credits:

Project Manager: Duarte Durão
Writer and voice: Matilde Campilho
Art Direction, illustration & storyboard: Maria Carlos Cardeiro
Animation: Roman Kyrychenko
Sound: Guel