Lionesa Business Hub
The matrix of the new brand is a generator, a cocoon.The envelop of the silkworm, it is at the same time the cradle and the matter. The cocoon is the value. We merged it with the "O" in Lionesa, emboying 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 Lionesa, and carries that legacy into the new brand. Communication develops exploring the cocoon's shape and colours in varying and vibrant scales and framings.
Based in the space of a former silk factory, this root was key in defining the concept for its new visual identity. Sericulture was a pioneering agro-industrial activity and silk, since time immemorial, a symbol of wealth, exclusivity and desire. The Silk Road was a largest commercial network in the ancient world, contributing to the development to the territories it crossed and becoming a founding agent of the modern world. Between Marco Polo in the 13th century and FedEx in the 21st, we recognized the reverberation of the present and future of Lionesa Business Hub: a platform for commercial and cultural encounters, for traffic and exchange to experiences, for generation and development of narratives and value.
