Cascais

Brand Strategy
Rebranding

We raised a regional brand to another level – more elaborate and sophisticated – enabling it to integrate in its communication both tourist and administrative information. To this end, a visual and verbal universe was also developed as distinctive, versatile and consistent.

BRAND VOICE

Baseline

The brand Cascais requires a flexible speech that meets the different communication objectives for different targets – Tourists and Residents.

“The charm of the Atlantic Coast”

We created a baseline for the tourist market that positions Cascais as a unique destination and reflecting its intrinsic value.

“IT ALL STARTS IN PEOPLE”

For residents we have set up an invitation, a baseline that reflects how Cascais looks at itself, reinforcing the reactiveness, curiosity and generosity of the locals – Cascalenses.

The two baselines are sides of the same brand Cascais. They complement each other. They are not replaceable. They do not compete. They add value to one another. One communicates outside, another inside.
One speech potentiates experience and engagement. The other works as an aggregator and activator.

SPEECH

For both targets, the brand’s speech is always a call-to-action and consequent participation.
With a confident tone of one who knows his arguments, there is always a reflection on to a action and a benefit for tourists and residents.

“Come for the peace and quiet. Stay for the many cultural attractions”

For the tourists, the speech reinforces the invitation for anyone who is visiting and is rendered with the unexpected.

“START BY YOURSELF. START BY PARTICIPATING AND SURPRISE YOURSELF.”

For the residents, the speech is challenging and puts the emphasis on the individual and the impact one’s action as on the life of the others.

Developed Pieces

The interfaces of a brand of this size are numerous, creating an array of endless variables. From internal to outdoor communication. From the local market to an institutional invitation. From a tourist brochure to the town hall bus. From Golf to organic farming. Multiple sides of the same brand that should have a versatile and consistent language.

Cascais, A Equipa, Rebranding, Marca Cascais Turismo, Região de Cascais, Cascais Logo