Fabricado no Barreiro (meaning "Made in Barreiro") is a brand created to revitalise the pride of a city that was once the heart of the Portuguese industry and has been underestimated for decades. The project was developed for the city's inhabitants in the first place and for everyone else, highlighting relevant facts about the city that make it one of the most attractive emerging destinations to reside and invest in the present and future.
Fabricado no Barreiro
Client.
Câmara Municipal do Barreiro
Making an impact.
Brand Strategy & Positioning.
Naming.
Visual Identity.
Real Estate.
Rebirthing the story, power, and pride of an, at the time, undervalued city.
Context.
The timing was right: the real estate pressure in the Lisbon Metropolitan Area has led thousands of families to look for new places to live. This transformation movement - and the pandemic's impact on labour flexibility - was the proper context for Barreiro to define itself as a destination on the south bank of the Tagus River. For that, it was essential to change the perception and thus generate pride in the resident population and attract outsiders (Lisboners/foreigners) and private investment to ignite a new era of development.
Impact.
Fabricado no Barreiro contributed to changing the perception of the city, attracting new private investments, such as high-quality real estate projects, and CMB still uses this communication concept to endorse all of the city's high-profile events.
"What the country doesn't have, CUF creates", Alfredo Silva was Barreiro's first great visionary.
Challenge.
Barreiro has been left behind for decades without attracting investment. In order to revise this, Gigantic and Ethical invited us to join them and the Barreiro City Council in a 360º project to showcase the best the city had to offer, changing dated perceptions of Barreiro and seeking to position it as a leading city in the south of the Lisbon Metropolitan Area by creating a place branding project.
It was essential to change the perception and thus generate pride in the resident population.
Immersion.
Our starting point was the dualism of perceptions: for many, Barreio is Lisbon's dormitory; for others, it is the city that harboured their dreams and helped them create their future.
During the immersion process, which included several interviews with different stakeholders (from the municipality to local brokers, real estate developers and inhabitants) and site visits, we aimed to understand and feel Barreiro’s essence and history to turn it into a legacy for the future.
Barreiro has experienced two phases of great development, the first associated with the logistic support given to the Portuguese Discoveries and the second with the industrialisation of our economy, highlighting the role that Alfredo da Silva played in the city. From the creation of one of the largest industrial centres in the country to the creation of infrastructure to support the community, housing, cinemas, schools, health centres and activities such as football. With the motto ‘What the country doesn't have, CUF creates’, Alfredo Silva was Barreiro's first great visionary, seeing the city's potential for investment and development attracting workers from other areas of the country
This industrial past and its consequences have had a marked impact on the way Barreiro has been perceived from the outside, hiding the city's evolution in areas such as culture, mobility, the environment and education, among others. Barreiro needs to showcase its best features: emotional, functional and accessible, through a branding project that conveys pride in its history and a focus on the future.
Insight & Concept.
Celebrating Barreiro’s industrial past and enhancing it towards the future, we created the concept Fabricado no Barreiro - connecting the heritage of the generations that were able to build their city to the power of the present generations who reinvent it now - making it, for example, one of the cities in Europe best prepared to face the challenges of climate change (in Carbon Disclosure Project).
It assumes the people are the city's main assets, and its tagline, “Produzimos orgulho local,” turns the industrial legacy into a statement that will be relevant to people today and tomorrow.
Fabricado no Barreiro is more than a concept; it is a communication platform that amplifies everything created to offer its inhabitants a better life and a better visit for outsiders, from culture to sustainable mobility and schools. To fuel the platform, Ethical sought out the arguments that make this vision of Barreiro tangible - from the 370 ha of Mata da Machada and the 60 new natural gas buses to the investment in StartUp Barreiro and in Barreiro's small entrepreneurs.
Visual Identity.
We have merged the industry machinery and street art into one identity. The colour palette is vibrant and diverse, like the people (different backgrounds, dreams, and talents like the student Marisa or the fisherman José) and all that Barreiro has to offer (the river, the beach, the forest, the sun).
Launch.
The launch of the project coincided with the official celebration of Barreiro's 500th anniversary, in a ceremony that included the premiere of the official video.
Impact.
Fabricado no Barreiro contributed to changing the perception of the city, attracting new private investments, such as high-quality real estate projects, and CMB still uses this communication concept to endorse all of the city's high-profile events.
