Chronicling the brand and advertising history of Galp, Portugal's largest energy company.
With such a rich history, the project required an approach reflecting the innovative spirit at the core of Galp. By integrating augmented reality, we brought 40 years of advertising to life directly off the page. It also features deep visual research detailing the evolution of the brand's physical architecture across multiple rebrandings.
Instead of standard QR codes, we utilised image recognition to trigger augmented reality experiences via the '40 Years of Energy' app.
The cover features an AR-activated visual evolution of the logo over the past four decades.
The cover features an AR-activated visual evolution of the logo over the past four decades.
Portuguese popular culture and historical milestones from each decade since the 1970s are seamlessly integrated and contextualised.
By recovering and restoring decades-old campaigns, we mapped the brand's competitive evolution across different marketing eras.
Hidden 'Easter eggs', primarily rendered in low-poly 3D, are scattered across the spreads, transforming the publication into a highly interactive, experiential object.
The brand ecosystem and design language offer a comprehensive perspective on the organisation's evolution over several decades.
The examples below reveal the complex visual hierarchy of the brand architecture throughout different rebrandings.
The examples below reveal the complex visual hierarchy of the brand architecture throughout different rebrandings.
The brand from 1978 till 1991.
The 1991 rebranding.
The millenium rebranding.
The 2016 polymorphic rebranding.
The project features exclusive interviews with some of the advertisers, actors, strategists, and designers who defined the brand's key historical moments.
A deep dive into historical archives revives decades-old campaigns, bringing dozens of Galp's most iconic advertising spots to life through AR.
1992
1997
1999
2018
Core brand themes are explored in depth across dedicated editorial sections.
Agency: BUS Agency · Creative Direction & Editor: José Soveral · Copywriting: Susana Leal, José Soveral, Elsa Bastos · Design & Art Direction: José Soveral · Desktop Publishing and Artwork: Ana Sarmento, Inês Conchinha, Federico Barbato, Alexandre Oliveira; Photography: José Caria, Galp archives, Shutterstock, Wikimedia Commons; Project Management: Sofia Marques, Alexandre Pessoa; Technological and Digital Partner: Wiz Interactive.