For my Visual Identity project, I had to develop an identity (branding) creating a complex visual system and a conceptual strategy capable of effectively combining branding, marketing, naming, logo and logotype. Firstly, I defined a client, wrote a short story and a project, defined the client's ideology and philosophy as well as their objectives, researched names for the project and researched competitors. I came up with Aduffing's.

Aduffing's is a music label focused on traditional Portuguese music with a modern twist. The label wants to develop a new relationship between younger audiences and traditional music, bringing them closer to their cultural roots. The brand identity is therefore traditional, young and transmutable. The graphic elements are inspired by the shapes of the Adufe - a traditional instrument - and the musical staff, deconstructing its lines. The colours represent the contrast between traditional and modern.