Wieden+Kennedy SP

In rebranding W+K São Paulo, we wanted to create a playful and versatile system. We looked at the city’s streets and visual language and found inspiration in its most iconic and representative symbol: the pattern on its sidewalks. This pattern is an icon of the city and also represents a map of the state.

By breaking the pattern down into three elements, we were able to establish a system that allows the visual identity to assume different shapes, thus becoming a living element rather than a static one. With that the identity is free to be playful and versatile.



Agency: Wieden+Kennedy São Paulo
Executive Creative Directors: Renato Simoes, Edu Lima
Creative Directors: Caio Mattoso, Rodrigo Mendes, Bruno Oppido
Head of Art: Bruno Oppido
Copywriter: Rodrigo Visconti
Art Director/Designer: Eduardo Tallia, Fábio Cristo
Account Manager: Ramiro Del Cid
Producers: Rafael Gaino (digital), Jin Park (reception)

Reception Panel: Metro Arquitetos
Graphic Production: Produceria
Digital Production: Grafikonstruct