Ideia Urbana is an urban planning office based in Curitiba with a decade of experience and projects all over Brazil. They design roads, squares, condominiums and planned neighborhoods aiming the life quality of the inhabitants. I was commissioned for a branding upgrade and collateral design project.

By a co-creation section, some research and sketches we identified Ideia Urbana’s own organic and gestural trace as the conceptual starting point. Their trace starts in sketches, develops in harmony with the terrain, projects the urban flow and materializes in the urban design. “Every idea starts with a simple trace.”

I defined the application of the original symbol in one solid color removing the gradient and adjusted the custom geometric typography of the logo to make it more balanced and elegant. Then, I used the fluid trace both as printed and physical line defining the cuts of the stationery pieces. For the portfolio book cover I adapted one of their two-dimensional plants into a tactile dimension by die cut. The project also pays homage to the legacy of their mentor Mara Paludo and other influences with quotes throughout the collaterals. The new design gives the office a fresh look featuring its uniqueness and consolidating its experience.

Bommer Slab by DooType is used for titles and quotes while Chivo by Omnibus-Type is used for long texts.

More about this project is shown in our case study.