Resulting from an in-depth brand study, the new visual identity of the Rede Social de Cascais (RSC) was created with the purpose of increasing the RSC's awareness, influence and credibility among its different audiences. However, because building a visual identity inevitably requires a clear strategic understanding and definition, the project did not limit itself to the arguments needed to characterise and materialise the tangible expression of the RSC. More ambitiously, the brand was viewed from a comprehensive perspective, expanding it to encompass everything the RSC is and everything it does.

Beyond awareness — and intimately linked to it — belonging was also adopted as a strategic objective in building the brand, forming the two foundational axes of the project. Taking advantage of the moment of renewal of the Rede Social de Cascais identity, the brand was structured across its various areas of activity, transforming it into a catalyst for human relationships.

With regard specifically to the visual identity, its conceptual construction references the essence of the RSC's mission — territorial and social cohesion — and its particular way of operating — the shared construction of social responses. Starting from the new logotype, the idea of convergence, of union and integration is structural in the definition of the brand's graphic territory. The colour universe, typographic choices and formal logics created were designed to ensure that the RSC's identity has the visual resources needed to cement its positioning, presenting itself as a brand that, while serious and institutional, is equally positive, vibrant, human and accessible.

If the primary palette comprises a set of vibrant and cheerful colours contributing to the desired positive tone of the brand, the typeface family — geometric in style, with rounded forms and always used in lowercase — balances the necessary institutional weight with a friendly and accessible formal appearance. Additionally, a structural grid drawn from the rounded shapes of the logotype acts as an aggregating instrument for the identity and a facilitator of its visual recognition.

The result balances institutional weight with a human and positive spirit, giving the RSC, in its most elementary resource, a highly effective instrument for building brand perception.