OFICINA DO OURO - Portuguese filigree workshop

DIRECTION To have a jewel from this workshop is like holding art and a piece of Portuguese history
INSPIRATION Imprimerie du Marais

THE IDENTITY
The Oficina logo was designed by Jil Martel, a junior designer at the time, under my direction. The proposal involved a multifaceted approach to communication, encompassing both history and art. In addition, it involved meticulous preparation for a new segment: like a luxury brand. This expansion led to a complex
branding universe, with four typefaces necessary to infuse creativity into the details for an extensive catalog and website.

THE POSITIONING
My bet to display the jewelry pieces against a dark background, accentuated the intricacy of the filigree and ensured the artistic heritage, was properly showcased. This approach was aligned with the high standards expected for artifacts of a luxury brand. The typefaces, dance among themselves, yet they do not detract from the following: one touch is enough to feel Oficina’s excellence.

THE PURPOSE
The new positioning called for a professional, efficient catalog that would truly stand out. At this stage, I decided to incorporate a frame into all the pieces that were photographed, in order to create a visual scale. The catalog’s diverse typeface selection ensures optimal readability, while the incorporation of photos, editorials, and frames enhances the visual appeal of each piece.

THE WEBSITE
Oficina’s digital presence evolved into a catalog in itself, visually resembling a museum’s web experience. Micro interactions, arches that create the same frame effect and give rise to many filigree pieces, provide weight and presence to the family that has been producing these works of art for five generations.