Hasta La Creative!

Plural offers short courses in architecture and interior design. It’s an open space for teachers from different areas and specialties share their knowledge. By putting talents together, Plural offers an original suite of themes and approaches, resulting in transformative experiences.

The visual identity is based on three concepts: personal transformation, multiplicity and complementarity. It assembles diverse typographic elements, that together, form a unit. This unity is portrayed on a crescendo, becoming bigger and better with each added element (since each letter is bolder than the previous one). This variation evokes visual movement, and alludes to the student’s transformation through the Plural experience.

The result is a dynamic, vivid and highly adaptable brand. The visual signature can be applied in numerous formal and chromatic versions without losing its identity – on the contrary, the more diverse the application, the stronger the brand’s meaning becomes.

Despite several new antiepileptic drugs entering the market over the past 2 decades, 1.8 million adults in the United States continue to be held captive by their seizures. To build awareness of the magnitude of uncontrolled epilepsy among healthcare professionals (HCPs), we personified the disease as C. Zure, a serial kidnapper holding all adults with uncontrolled epilepsy hostage. In keeping with the psyche of a madman, the journal ad was designed to resemble a ransom note. Taunting messages in cut letters pulled HCPs into the greater campaign experience by announcing new victims taken, emphasizing the ongoing prevalence of uncontrolled epilepsy.

The Brazilian is the second most connected people in the world, behind China, according to Oliver Wyman Consulting, and one of the world champions in time connected to social networks: 3 hours and 56 minutes per person, on average, according to the report of We Are Social Agency. And it is also one of the countries that least frequent art exhibitions: only 15.5% of the Brazilian population visited museums, according to a survey by Ibram (Brazilian Institute of Museums). How then do art make attractive for this population that lives with the eyes attached to the screen of the cellular? What if museums used the same narrative so popular with social media users?

This is the proposal of the exhibition Hashtags da Arte, a creation of the NBS agency for the National Museum of Fine Arts in Rio de Janeiro.

“The project appropriates hashtags, the language used in social networks, to contextualize and even synthesize the plot of a work of art, describing the pieces exhibited in the museum in a light, fun, popular and closer to a generation that was born connected”, explains André Lima, CO-CEO of NBS.

In this way, a picture dated 1817 that shows Dom João VI posing in his gold-embroidered costume, won the hashtags #lookdodia, #reidocamarote, # ostentation, among others.

Since it was launched about a month ago, the exhibition Hashtags of Art has already been visited by about 7,188 people and is responsible for a 60% increase in the number of visits to the National Museum of Fine Arts, compared to the same period last year. The success was such that the show was extended until February 2020.

The official Instagram website (https://www.instagram.com/mnbario/), which also reproduces the hashtags language of the show, has grown by about 150% on the basis of profile followers.