Festival do Parque (Park Festival) is entirely descriptive, hence neither pretentious nor partisan. We believe that, when it comes to naming, the way to embrace the festival's diversity of registers is through simplicity. It is straightforward: a festival that takes place in a park.

With the aim of competing directly with other major summer festivals, its renown can bring to D. Carlos I Park the connotation of the park of Portugal. Memorable — both the festival and the park.

Park itself already implies contact with nature, strolling, leisure; it can also suggest a space for entertainment, amusements. Park is understood as a venue intended for a wide variety of activities.

2. Graphic references

Throughout the park, a valuable collection of sculpture is distributed. The pieces belong to very different moments in art history, as do the styles of figuration, and they confer upon the park a kind of humanist, poetic, almost bohemian aura — a little as if each work held a part of the park's soul, or as if the entire collection were a club of haunted mascots. We recorded them all.

And, of course, a generously varied flora, which resulted in a herbarium.

On the other hand, the cultural heritage of Caldas da Rainha is, even internationally, too important. (And to me, Rafael Bordalo Pinheiro is God.) Indeed, Bordalo: does it matter? how to escape the cliché? where does the festival's identity intersect with the bordalada? Perhaps it would be unrealistic to think of the project without passing through here.

Even though it is right next to the park, the building bearing the inscription FAIANÇAS ARTISTICAS – FABRICA BORDALLO PINHEIRO on its façade remains quite hidden. We confirmed with the art director that the lettering on her esteemed factory was designed by Bordalo Pinheiro himself. We were not provided with the mould for the letters (most likely because it does not exist, but they were not clear with us on that), constructed through the joining of modular ceramic pieces, which gives the unusual lettering a certain rigour. Well, we photographed it in such a way as to understand enough about the pieces to, following the same logic, draw them digitally and develop the missing letters for the words FESTIVAL DO PARQUE.

Now we have the minimum Bordalo level allowed by law! We added the Sagres brand logo to the lettering in order to simulate the realism of the proposal (we chose the version prior to the contemporary 2013 one), so that it would function as a naming partner.

The pictograms were built entirely from Bordalo Pinheiro's letters, with their piece weight then adjusted to ensure some uniformity.

6.2 Campaign, Part II

The appeal of FESTIVAL DO PARQUE does not aim to reach just one type of audience. Its programme is stylistically varied, the venue likewise, and to celebrate diversity and communicate with each 'tribe', we designed versions of the poster with different graphic styles that should work simultaneously. We are not afraid of the festival's image being confused, or of people wondering whether BB King will come to Portugal twice in the same year. We do not believe that our image loses strength through its inability to become fixed, because — above all — it is that very variety that is the mother concept of the festival's entire brand.