Geraes
Made for
Geraes
Location
Lisboa, Portugal
Year
2015
CORE TEAM
Partnership: Antonio Avelar
what it is
Geraes is a forró music and dance festival in between the mountains of the state of Minas Gerais, Brazil. We were gifted the mission to create the visual identity which would put Geraes on the map: in the state, in Brazil, and in the world.
“PÉ NA TERRA”
This Brazilian expression literally means "foot on the earth" and it’s about staying grounded and connected to the land and nature. It speaks to simplicity and belonging, and it’s a huge concept in forró dance, which can be danced barefoot and invites a grounded attitude. From the start, we visualized Geraes this way: earthy, textured, mountainy. We used a brush to put paint on paper until we arrived at its final shape.
Organic, natural, and full of flow, the logo is inspired by the mountains of Minas Gerais and has the colors of Brazil. The typography is hand drawn and absolutely non-rigid in typographic rules: it makes reference to the weight variations found in graphic manifestations of the Brazilian northeast region culture (the birthplace of forró), while reflecting the movement in dance and music. The palette of greens supported by coral and purple was inspired by the breathtaking scenery created by the crispy clean, light-abundant sky behind the Minas mountains in the early morning and at golden hour.
LOCATION, PEOPLE, SCENE
That’s the imagery direction for Geraes. Drone photography will show the rich nature and lush greenery of the mountain region of Minas Gerais, taken in the early morning or golden hour for the warm glow. The mood is idyllic and evokes home, calm, protection from mother nature. Portrait photography will depict diverse people in motion, dancing and in communion. Preferably portraying scenes that take place at the festival and which show the overall mood of excitement, joy, motion. Natural looks, with minimal production, outdoors and with abundant natural light.
