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Aldeias do Xisto prepare the future with visual identity renewal

ADXTUR – Agency for the Tourism Development of Aldeias do Xisto marks a new stage in the life of the Aldeias do Xisto brand, renewing its visual identity and launching a new website.

This new image reflects the strategic positioning and reinforces the project’s identity and notoriety. Thus, an important step has been taken for a brand that represents a territory of union, is focused on sustainable development, is integrated with nature and communities, and assumes itself as a destination of excellence for new ways of living, investing, and creating.

The world is changing and the society of the future cannot be conceived without integrating villages, as essential cells for the vitality of the territories and for the development of the country. It is in this sense, to face the new challenges and reinforce the attractiveness of the brand, that this reflection has become so necessary. “We have a solid past, a stable network, and strong iconography and visual notoriety, but it is essential that our graphic identity reflects the strategic positioning of the brand and follows the evolution of the project.“, explains Bruno Ramos, coordinator of ADXTUR.

The Aldeias do Xisto brand is not just its visual and verbal identity, it is a set of values ​​with a specific positioning, which involves all partners in a perspective of unity and a vision of long-term continuity.

The strategic positioning of the Aldeias do Xisto brand, reflected in its new image, is an evolution of thinking about the future and the challenges ahead. The values ​​of responsibility, ecocentrism, worldview, experimentation, and activism are now reinforced and will allow the brand to continue to generate attractiveness for its territory, stimulating sustainable and integrated social and territorial development.”, explains the coordinator.

The new image reflects a strategy based on four axes: Living, Investing, Creating/Learning, and Enjoying, whose main objectives are to attract and retain people, projects and investments in the territory. It was, therefore, important to reinforce, unfold and specialize the attractiveness of the brand, refreshing the image and revitalizing the arguments, so that they reflect the real, comprehensive, and diversified performance of the project.

The brand’s digital presence also lacked a new website. A website that communicates the new positioning, that presents all the resources, events, and offer on a map, organizes the navigation flows, gives specific entrances according to the themes and interests, and, finally, aggregates and organizes the flows of the brand’s different satellite sites: Bookinxisto, MyXisto Trails, and the new Dark Sky Aldeias do Xisto and Craft+Design micro-sites.

New Visual Identity
The new visual identity, developed by Atelier Nunes e Pã, is a progression of the existing symbol – “the house”, already fifteen years old, which has now been continued with a vision of modernity that highlights the trend toward sustainability and towards the positive experience that the brand wants to leave in everyone who comes into contact with it.

A brand is not just its visual and verbal identity, it is built on a daily basis with experiences, feelings, generosity, attributes that are reflected in our way of being within the organization. A long-term strategy designed and applied empowers the perception of the Brand, creating a mental image favorable to its positioning.”, explains designer João Nunes, from Atelier Nunes e Pã.This manual will allow ADXTUR and all its partners to create a mental image of unity and uniqueness. We reinforce the brand that is now more impactful and is a starting point for a more contemporary and creative way of communicating”, thus showing “what we are and what we can continue to do from this territory”.

The new brand is based on geometric shapes drawn from a matrix and is represented by two elements: the Symbol and the Logo. The symbol, a figurative element, is made up of rectangles and triangles that represent, as a whole, a house built with juxtaposed shale stones. The Logo consists of the text that names the Schist Villages, built with the Epura Bold typography by the designer Luis Bandovas for NovaType Foundry, with the exception of the letter X, built on the diagonals of the square. A timeless and fearless, round and open letter that allows for quick and comfortable reading.

The chromatic universe of the brand is based on two vectors: timeless and temporal. The timelessness refers to the strong connection to the schist and nature and the temporal reflects the seasonality and the various tones that the landscapes of these villages offer throughout the four seasons. Thus, the base color is black, inspired by shale stone and the colors appear as an aid to the sub-brands.

The Claim “the discovery starts here” summarizes the promises, motivations, and values ​​of the brand, its products, projects, and services, guiding people to the essence of the Schist Villages.

União, envolvimento, compromisso
Foi precisamente esse convite que ficou bem marcado na apresentação da nova identidade visual, que decorreu no antigo Lagar de Janeiro de Cima. “Todos juntos juntos do mesmo teto, de igual para igual. O presidente da câmara, a entidade regional, o agente privado, o carpinteiro, a pastora, a tecdeira lado a lado”, como salientou Bruno Ramos. “Um sinal de enorme reconhecimento sobre o que nos continua a unir, e do envolvimento e compromisso que continuamos a sentir com este projeto e com o futuro do território”, acrescentou.

Apesar das mudanças, “a identidade permanece”, assegurou o presidente da direção da ADXTUR, destacando o “excepcional” que foi desenvolvido. “Não mudámos depois de coisas acontecerem, não mudámos depois de mais coisas acontecerem. Mantivemo-nos semper coerentes e focados nos propósitos que uma marca territorial deve defender”, projetau Paulo Fernandes. Para o responsável, a forma como entendemos o espaço mudou, pelo que é necessário olhar para o futuro “com um espírito mesmo aberto”, num contexto onde a emoção tem tanto de importante como a gestão.

As pessoas continuam a ser o foco principal de todo o trabalho desenvolvido pelas Aldeias do Xisto e todos os motivos da busca e, por isso, as comunidades continuam a ser o principal foco de todo o trabalho. Para este evento, além da animação cultural, que incluiu música e estórias das aldeias, as crianças da escola de Janeiro de Cima foram convidadas a pintar “a parede do futuro”. Com o apoio da artista Rita Nóbrega, os alunos gravaram, na parede em frente ao lagar, desenhos que defendem os valores pelasdeias do Xisto e os modos de vida em que a sustentabilidade é um elemento sempre presente.

A Rede Aldeias do Xisto integra 27 aldeias localizadas no centro de Portugal, num território de 5.000km2, divididas em quatro unidades territórios: Serra da Lousã, Serra do Açor, Zêzere e Ocreza. Um projeto que integra atualmente, 230 entidades públicas e 23 privadas, de entre como quais municípios, 5 Comunidades Intermunicipais, 7 Grupos de Ação Local e mais de 150 parceiros a atuar no território. Em cultura e conjunto do patrimônio para a promoção da criação do mundo rural a riqueza da oferta de serviços turísticos e culturais.

Um conjunto de interesses diversos que falam a uma só voz e cujo objetivo comum é um registro do território. Como as Aldeias do Xisto não esperam que uma mudança chegue, elas lideram uma mudança.

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