Lionesas Business Hub is located in a former silk factory and we used this setting as the key to create the concept for the company’s new visual identity. Sericulture was a pioneering agro-industrial activity, and silk, since time immemorial, is a symbol of wealth, exclusivity and desire. The Silk Road was the largest commercial network in the ancient world, contributing to the development of the territories it crossed and establishing it as a founding agent of the modern world. Between Marco Polo in the 13th century and FedEx in the 21st, we recognised the reverberation of the present and future of Lionesa Business Hub: a platform for commercial and cultural encounters, for traffic and exchange of experiences, for generation and development of narratives and value.
The matrix of the new brand is a generator, a cocoon. The envelope of the silkworm, it is at the same time a cradle and matter. The cocoon is the value. We merged it with the “O” in Lionesa, embodying a variety of forms and behaviours in static and dynamic media. It is changeable, flexible and adaptable to various performances. In its multiple configurations it represents the plural energies intersecting at Lionesa Business Hub. The colour scheme derives from designer João Machado's work in the Gate Gallery, at the main entrance of the building and carries this legacy into the new brand. The process of communication through design develops exploring the cocoon's shapes and colours, in varying and vibrant scales and framings.
