Brand Redesign that Promises to Unravel Past Waters

The Instituto Geográfico e Histórico de Petrolândia (IGHP) came to us with the challenge of telling the story of Petrolândia in an innovative and consistent way. We delved deep into our research to translate the essence of this city, which was flooded to make way for the Luiz Gonzaga Hydroelectric Power Plant, located in the sertão of Pernambuco. The memory of a people, from its formation to its customs, is a precious source of study for understanding the past and planning the future.

The result was a brand inspired by the rupestrian paintings that mark the beginning of human life in the region and a graphic representation of the Jatobá tree—the plant that gave rise to the city as it was a resting point for the cowboys who passed through. It depicts the shape of the reflection of the sun and the moon on the water, alluding to the city’s relationship with the Itaparica Lake, which is now intertwined with its history after Petrolândia was submerged. Finally, it portrays the many layers the municipality carries—a city full of stories and deep roots.

The mission of the IGHP is to keep Petrolândia alive and to bring it recognition through the recovery and preservation of the city’s history. This involves hundreds of archives, such as photographs, scientific articles, books, and oral accounts, compiled into a digital collection intended to democratize access and present new generations with their cultural identity, thereby guaranteeing the right to memory for all citizens of Petrolândia.

This work is developed by navigating past waters.