My tasks for this project were to organise an event around the topic of Mergers and Acquisitions; consequently, I authored:
- Brand identity
- Website design and creation
- Typeform integration in Zoho CRM
- Multiple stakeholder approval workflow for candidates wishing to attend the event
- Automated ticketing platform that catered for Apple Wallet tickets as well as PDF tickets
- Event production (venue, catering, security, video and audio recording of all sessions, coordination of all sessions with all presenters, social media presence)
- Event post-production (feedback collection through automated email messages, editing of all sessions for consequent upload to the website)
As Apliqo was a guest of IBM's booth at the 2023 BARC Big Data & AI event, it was imperative to make sure we could showcase the versatility of our technology.
Considering the key demographic of the event (held in Frankfurt, with an attendance of mainly men between 30 and 50 years old) and me being an avid player of Polyphony Digital's Gran Turismo 7, this seemed like an idea with a lot of potential.
My proposal was, essentially, a high-end telemetry system for GT7. I had read that GT7 has an API that was documented and so we got to work.
Due to the excellent team at Apliqo, we got the prototype to work flawlessly in 8 hours.
We then proceeded to merging the activation between virtual and real by creating a "mascot" called "The Grid" — an obvious pun on another tamed racing driver.
A LinkedIn profile for The Grid was created and ahead of the event "it" started connecting with potential leads that would attend the event.
In order to participate, users would register through a Typeform form (name, phone number, email, and selfie), data was then sent to an XLS file on Dropbox, which was then injected into an IBM Planning Analytics model. Drivers would show up in the Apliqo interface layer (the product we actually wanted to illustrate its flexibility) and as soon as the user pressed the "gas pedal" their time and performance would be shown on our analytics platform.
The activation was successful in the sense that we had an occupancy rate of our simulator of 87% and we were able to collect numerous leads. Furthermore, the setup was flexible enough so that the activation could replicated through different events around the globe with marginal costs.
Another added bonus was to leverage the network of the events and have The Grid featured in their communications.
In this campaign I authored:
- Campaign architecture
- User interfaces for the telemetry system (Adobe XD)
- Helmet design
- Suit design
- Data integration between form data and IBM PA
- Social media management
I've shared my time between Apliqo and Cubewise from the period of 2013 to 2023. From January 2024 I've been working exclusively with Apliqo, leaving Cubewise's visual communication in António Vale da Conceição's capable hands.
Although I designed Apliqo's initial logo in 2013, we felt the need in 2017 to go through a slight redesign exercise as there were some fragilities with the previous version.
Leveraging a combination of ITC Avant Garde and Aktiv Grotesk, we ended up with a result that is sober, coherent, and most importantly, legible.
I was privileged to work with with one of my heroes, David Carroll to address the product descriptors to achieve the final step of brand consolidation.
Applications of brand guidelines were done on all dimensions of communication vehicles: Website, Powerpoint templates, corporate documents, LinkedIn page, etc.
Apliqo is a company that operates in the Corporate Performance Management space. Their pre-built solutions cater to the needs of the Office of Finance, and the Investment Office.
They also have a third product called "Apliqo UX" that is an user interface layer for IBM Planning Analytics.
Part of my content marketing tactics is a constant flow of informative, high-value blog posts to inform the FP&A Community. These blog posts are shared in multiple platforms as a way to drive traffic to the website.
For each blog post, I create a different visual. This allows me to constantly challenge myself creatively and push the boundaries of the brand.
Being a hyper-horizontal organisation, there was a fine balance to walk between staying brand compliant and providing Cubewisers the ability to "be themselves" when it came to visuals on Powerpoint presentations, social media posts, etc.
To that point, with the help of the very gifted Hugo Maciel, I briefed him with the following limitations:
- Isometric perspective
- All elements of the illustration must be modular
- The illustrations were to be provided in AI format with spot colours for easy and direct editing.
This allowed us to isolate different elements and adapt to each of Cubewise's brand colours.
Concept was explained to Cubewisers, files were put in a central location for all to access. 300 colleagues were able to leverage and adopt it in 2 days.
Back in 2017, frustrated with the lack of brand awareness and poor marketing IBM was doing for TM1, I pitched to Cubewise's management (Ben Heinl and Jason Tranfield) the idea of making a documentary film about TM1 (now known as IBM Planning Analytics) and its author / inventor: Manny Perez.
My pitch was successful and Cubewise funded the equipment necessary for the film.
The film was completed by a two-man team:
Me: Pre-production, production, photography, creative direction, original concept, branding, design.
António Vale da Conceição: Directing, original soundtrack, motion graphics, and editing.
Shot over the course of two years, in different countries, and almost two years of editing, the purpose of the film was straightforward: raise TM1 brand awareness and let people know the story of the person behind it.
The time line was as follows:
2017
—
We started shooting: Bangkok (TH), Miami (US), New York (US), Ehningen (DE), Sydney (AU)
2018
—
We continued shooting: Zurich (CH), Brussels (BE), Wiesbaden (DE), Hilversum (NL)
2019
—
Started the long, painful, dreadful, but incredibly rewarding process of editing. António would edit and we would discuss directions, possibilities. This is when pressure hits the most and one starts wondering one's life decisions.
The film was published in 2021 and won "Best Documentary Film" at the Anatolia Film Festival that year.
This project put my resilience, budget/project/expectation management and production skills to the test.
Formação Náutica Vieira Amândio is a renowned institution in Portugal in the domain of providing people with their pilot's licences. With more than 7000 licensees through this school, the institution was looking at revamping their identity.
The solution was found by updating their previous logo and really taking in the nautic flag iconography as a foundation for the whole identity— it's all about passing on the fundamentals.
More items, such as manuals, need to be added as this is an ongoing project.
More about the process here.
When I was working at SKINS, the way my Australian colleagues were so fierce of their athletes really impressed me.
In order to honour their passion for sport and for their athletes, I thought of doing this campaign: Go for Au.
The play on .au being the australian top domain and Au being the symbol for gold really makes the whole campaign work.
Metallic gold pantone 871 over CMYK 100, 0, 100, 91 dark green
Go for Au, Go for gold!
I wish I had submitted it to the Australian Olympic Committee.
Self proposed work
In order to celebrate the International Women's Day, myself and the UCI's Women in Cycling / reCycling project coordinator Andrea Marcellini came up with this piece.
Two days were enough: one to shoot, one to edit.
The UCI Eco Cyclo patrol is a UCI reCycling program initiative.
The idea is that a group of riders called the UCI Eco Cyclo patrol join massive participation events as well as amateur races in which the local organizing committee of such events adheres to the UCI reCycling program guidelines.
The program attests that the fixture is environmentally aware and consequently sustainable.
The UCI Eco Cyclo project required an online platform, a unique jersey design so that its riders are easily spotted on the peloton, an electronic press kit and instruction manuals on how to use the aforementioned platform.
The rationale behind the solution was to create a reference to an ideal landscape. Full of asynchronous patterns, colours, repetitions but overall green.
Developed while at the UCI in 2013.
Welcome to Velopassion.cc
Cycling is beautiful.
The continuous motion of the wheel and the pedals for hours and hours invoke the perpetuity of life itself.
It doesn't matter if you're an avid cyclist, a daily commuter, a weekend enthusiast or even if you never rode a bicycle— This website is yours because cycling is beautiful.
All you need to do is take a picture, upload it to instagram, flickr or twitter and add the #velopassioncc tag.
Join a massive cycling community in sharing your favourite moments, landscapes, roads, routes and trails.
Snap something, be sure to add the #velopassioncc tag and be part of the velopassion movement.
Based on Ben Trovato's facesofnyfw.com, I started velopassion.cc — The idea is that while you're taking a ride you grab a shot of a beautiful place or anything that sparks your interest. You then upload the picture to instagram (or other services) with the #velopassioncc tag. The system then identifies all the shots that have that tag and displays them along with GPS data (if available) so that you share what you found while out on your ride.
In order to develop the brand further, I contacted musette maker legend Dene Percy a.k.a. Il Soigneur to make some exclusive Velopassion.cc pieces. Original tweed makes you feel like a million dollars.
Self initiated project in 2012, project ended in 2015.
Mapei's Physiology Lab came over to the UCI to perform tests on world class riders.
The project was delivered in record time and budget:
Shot in 45 minutes, edited in 20 minutes, 10 minutes to browse audionetwork.com for a tune and delivery in 1080p via FTP straight after.
This was the result.
Developed while at the UCI in 2012.
The UCI Sport and Technical department needed a guide to explain its collaborators on site the diverse intricacies associated with an event of such an high profile.
This guide was produced to help people out.
Digitally printed in A4
Developed while at the UCI in 2012.
The UCI is headquartered at the World Cycling Centre in Aigle, Switzerland. The WCC's mission is not only to train world class athletes that come over to improve their skills on the road, on the velodrome or on the BMX track, it also delivers courses to coaches. With the aim of creating tomorrow's best coaches, the UCI offers three levels of expertise.
The Level 1 Coach Handbook is a 353 page document that has been translated to French and Spanish.
Francisco was responsible for the layout, art direction and photography that is in the book.
Developed while at the UCI in 2011.
One of my first assignments at the UCI was to design the new brand look of the UCI Track Cycling World Cup.
The UCI Track Cycling World Cup has stages each season around the world and culminates with the UCI Track Cycling World Championships.
This is what I wrote as an introductory note in the brand guidelines for the discipline:
Coming up with a concept for Track Cycling is not a complicated task. The discipline has in itself a “finesse” that other disciplines simply cannot match. The infinite journey of elegant power output, precise stance and rhythmical loop around the track convey to its dignity.
Designing a communication system with such premises in mind is consequently an aesthetical exercise of tremendous proportions due to the fact that the graphical elements must represent elegance, precision and rhythm at all times while maintaining the overall feel of grace.
One must achieve maximum communication efficiency with no sense of urgency. Communicating the discipline must simply, happen.
If the design is imposed upon the viewer, then the objective has failed as elegance failed to prevail.
If the design is vague, then the objective has failed as precision has failed to prevail.
If the design is syncopated, then the objective has failed as rhythm has failed to prevail.
It is by respecting this three-pillar structure that a solution was achieved.
And indeed it was. Using Track Cycling's natural colour hierarchy of black, red and blue, a brand system was introduced.
The red "loop" has reminiscences of both the velodrome as well as the infinity loop. Furthermore, we tried to find a typeface for each city where the stage was held.
Not to mention all the visuals the competition demands (backdrops for every situation such as flash interview, press conference, start/waiting areas, etc) other items were proposed such as posters, website for the series and t-shirt designs.
Developed while at the UCI in 2011.
From August 2010 to March 2011, I worked closely with compression garments giant, SKINS.
Integrated in the marketing department, I had the chance of contributing to the global development of the brand.
From art directing photo-shoots for the launch of the S400 (premium priced compression products for skiing and winter sports) range as well as the A200 (medium priced compression products for all sports), designing the sales toolbook for the 200 Series launch, preparing the ISPO 2011 fair materials as well as preparing visuals for the 2010 Global Sales and Marketing meeting and helping out in the re-design process of the website and the e-shop, this is how extensive the experience was.
Developed while at SKINS International Trading AG in 2010/2011.
In order to improve Bearing Point's positioning and visibility at job fairs, these two brochures we produced so that the company's true spirit could be communicated easily.
Produced while at Communication Partners
Update of Ricoh Switzerland's internal communications magazine "Impression".
Produced while at Communication Partners
From September 2009 to May 2010, I worked with massively successful Gare Clube in Porto (Portugal) to work on their external communications. From redoing their website, to create what was at the time the most successful podcast in Portugal, we did everything.
Here's a collection of flyers.
