Mourão
Campos
Campos
Project Type
Branding
Branding
Date
2018
2018
Location
São Paulo, Brazil
São Paulo, Brazil
Team:
Creative Designer: Gustavo Moreira
Graphic Designer: Sabrina Roma
Copywriter: Bruno Silva
Creative Designer: Gustavo Moreira
Graphic Designer: Sabrina Roma
Copywriter: Bruno Silva
This project rethinks the visual identity of Mourão Campos Group, a firm that's been guiding international companies into Brazil for over 15 years. The challenge? Taking a brand known for legal precision and showing the other side of what they do: that restless drive for excellence, the confidence, the wisdom, and that ability to always be one step ahead.
The new identity captures something specific. It's authority that moves, structure with curiosity, control that adapts. From the geometry of the symbol to the contrast in colors, everything reinforces what Mourão Campos actually is: leadership with purpose, discipline with warmth, expertise that opens doors instead of just guarding them.
For international companies looking to plant their flag in Brazil, Mourão Campos is more than legal representation. They're the ones with total control of the process, no surprises, no shortcuts, just transparency and solid work. They're not just a representative, they're a true embassy for their clients on Brazilian soil. The kind of posture that's good not just for the company, but for the whole market we want to keep opening up.
The new identity captures something specific. It's authority that moves, structure with curiosity, control that adapts. From the geometry of the symbol to the contrast in colors, everything reinforces what Mourão Campos actually is: leadership with purpose, discipline with warmth, expertise that opens doors instead of just guarding them.
For international companies looking to plant their flag in Brazil, Mourão Campos is more than legal representation. They're the ones with total control of the process, no surprises, no shortcuts, just transparency and solid work. They're not just a representative, they're a true embassy for their clients on Brazilian soil. The kind of posture that's good not just for the company, but for the whole market we want to keep opening up.
//en
Context
Mourão Campos emerged in 2008 with a clear idea: to represent foreign companies looking to operate in Brazil with legal security and total process control. More than a law firm, it has always functioned as a true corporate embassy, guiding the entry of multinationals into the country with rigor, method, and confidence.
After more than a decade leading this market, the challenge shifted: how to express a mature, pioneering, and restless brand without falling into those legal sector clichés?
//pt
Contexto
A Mourão Campos surgiu em 2008 com uma ideia clara: representar empresas estrangeiras que querem operar no Brasil com segurança jurídica e controle total dos processos. Mais que um escritório de advocacia, sempre funcionou como uma embaixada corporativa de verdade, conduzindo a entrada de multinacionais no país com rigor, método e confiança.
Depois de mais de uma década liderando esse mercado, o desafio mudou: como expressar uma marca madura, pioneira e inquieta sem cair naqueles clichês do setor jurídico?
//en
Challenge
Mourão Campos was recognized for technical excellence, but its visual and verbal identity no longer told the complete story. It was time to shape a new narrative, a brand that unites authority and movement, firmness and curiosity, tradition and innovation.
The goal was to align what they say with what people perceive, showing that "legal representation" goes far beyond bureaucracy: it's about building bridges between different cultures, businesses, and legislations.
//pt
Desafio
A Mourão Campos era reconhecida pela excelência técnica, mas sua identidade visual e verbal não contava mais a história completa. Era hora de dar forma a uma nova narrativa, uma marca que une autoridade e movimento, firmeza e curiosidade, tradição e inovação.
O objetivo era alinhar o que eles dizem com o que as pessoas percebem, mostrando que "representação legal" vai muito além da burocracia: é construir pontes entre culturas, negócios e legislações diferentes.
//en
Immersion and Diagnosis
The process began by deeply investigating the company's culture, its values, and the perspectives of those who are part of it. Conversations with partners, team members, and clients revealed a clear pattern: Mourão Campos is a brand that leads but also learns. That sets rules but never settles.
From the intersection of these perceptions, two main archetypes emerged:
The Sage: driven by the pursuit of truth and knowledge.
The Ruler: guided by control, responsibility, and excellence.
The Ruler: guided by control, responsibility, and excellence.
This duality became the strategic foundation of the new identity. A brand that rules because it knows what it does, and is wise because it's always learning.
//pt
Imersão e Diagnóstico
O processo começou investigando a fundo a cultura da empresa, seus valores e o olhar de quem faz parte dela. Conversas com sócios, equipe e clientes revelaram um padrão claro: a Mourão Campos é uma marca que lidera, mas também aprende. Que dita regras, mas nunca se acomoda.
Do cruzamento dessas percepções surgiram dois arquétipos principais:
O Sábio: movido pela busca da verdade e do conhecimento.
O Governante: orientado pelo controle, responsabilidade e excelência.
O Governante: orientado pelo controle, responsabilidade e excelência.
Essa dualidade virou a base estratégica da nova identidade. Uma marca governante porque sabe o que faz, e sábia porque está sempre aprendendo.
