This Portuguese project, spearheaded by the Oficina Courela Association, addresses the loss of local cultural heritage, primarily held by the older population possessing this ancestral knowledge and at risk of extinction.

In response, the Traditional Music Project has acted in these countries to enhance the value of local cultural roots, providing technical and human resources for the dissemination and proliferation of musical culture found through local research teams.

The activities have facilitated the transfer of musical repertoires to future generations and also included training on the traditional crafts of musical instrument construction.

The challenge for Brandimage was to find a visual language that resonated with the local realities of Cape Verde, São Tomé and Príncipe, and Timor-Leste. It was crucial to identify common identity codes across the diverse cultures of these countries to ensure uniform communication across all aspects.

The developed identity incorporates sound measurement elements, reflecting the project’s core focus: Music. This element is complemented by images of music participants and their cultural surroundings as identity codes of the brand.

The use of black and white imagery aims to enhance the emotional and dramatic expression of the music, while warm colours are associated with the raw materials used in the artisanal construction of musical instruments.