Tatil Site [Internacional]

Client

Liesa

Project

Rio Carnaval

Context & challenge

TO REVERBERATE TO BRASIL AND THE WORLD THE CREATIVE MAGIC THAT SPREADS DURING CARNIVAL. 

In 2022, we set out to create a brand that truly embodied the essence of Rio’s Carnaval—its people, its rhythm, its contagious energy. More than 7,000 people were involved in this transformation: professionals, samba lovers, and legendary figures who bring this celebration to life.

The Rio Carnaval brand was born as a reflection of this collective power, capturing the ability to turn the ordinary into the extraordinary.

Now, in 2025, the challenge is to keep this identity alive and relevant, evolving with the same energy that makes Carnival an ever-changing spectacle.

SOLUTION

The Rio Carnaval brand was designed as a living identity, mirroring the energy and movement of the greatest show on Earth. Inspired by the fluid and rhythmic gestures of the flag bearer, the visual system transforms the parade’s essence into a dynamic language. More than just a logo, it is a shape that dances—its motion reflecting the collective power of samba. The typography, born from the circular movement of the flag, embraces organic and progressive forms, expanding the expressive potential of the brand. A design that vibrates with the people, the music, and the celebration itself.

FROM: TRADITIONAL COMMUNICATION

TO: A SENSORY AND INTERACTIVE EXPERIENCE

A BRAND RELEASED WITH ALL THE BUZZ

Boldness is about taking risks and overturning the order. That’s what Carnival is about.

At Carnival all things are on the move, and so is the brand.

This brand has both choreography and ginga.

10M

10 million people impacted during carnival in Rio.

7.8K

7.840 people interviewed during the process.

1BI$

1 billion dollars in  economic movement.

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CREATIVE PROGRAMMING

To ensure that the Rio Carnaval brand was as alive and organic as Rio de Janeiro itself, we developed—in partnership with André Burnier and Plau—a creative coding tool that allows interaction with the brand through the movement of its ribbons, their thickness, motion, rhythm, and colors, all in a fully customizable way. A pulsating brand with personality and behavior, representing the creative force of all Samba Schools.

2025 – REFRESH

And just like every new samba-enredo, the Rio Carnaval identity keeps evolving. In 2025, new elements, new applications, and new forms of expression expand its presence throughout the city—without losing the rhythm that connects the brand to its essence. On the giant screens of Sapucaí, the identity pulses to the beat of the drums, vibrating in real-time with the energy of the avenue. A Carnaval that transforms, that moves, that resonates across the world—continuing to write its story with the collective force of those who bring the celebration to life.

170

MEDIA POINTS
‍Distributed across  4 regions of Rio and 3 cities  in Baixada Fluminense.

4.4M

CAMPAING INSERTIONS
‍4,433,436 ad insertions broadcasted

60M

WEEKLY IMPACTS
60 million people reached across different channels.

 The Rio Carnaval identity beats, vibrates, and responds to the rhythm of the celebration. In this exclusive app, the brand comes to life.

Check the link and turn up the volume!

The tool has better usability on mobile.