Minhocăo is the popular name for the Costa e Silva, built in the centre of Săo Paulo in 1971. This elevated road was an attempt to solve the city’s chaotic traffic situation, but it only made things worse. In order to attract investors to revitalise and resolve the misuse of the area beneath the Minhocăo, a new brand identity was created: Marquise Minhocăo. The creative idea is inspired by the possibilities of the architectural project – to look at the area underneath the elevated road and to make it more colourful. The brand design visualised a new perspective for the city based on the city’s wide range of colours.
São Paulo City Hall, São Paulo
Interbrand, São Paulo Tryptique Architecture, São Paulo
Sérgio Cury, Felipe Valério, Beto Almeida, Interbrand Carolina Bueno, Tryptique Architecture Guil Blanche, Movimento 90, São Paulo