Context
Revista Oeste is a digital news platform created by former editors and executives of Grupo Abril, positioned as a publication focused on liberal thought within the Brazilian media landscape.
Revista Oeste is a digital news platform created by former editors and executives of Grupo Abril, positioned as a publication focused on liberal thought within the Brazilian media landscape.
From the beginning, the project was conceived as a digital-first product, requiring not only a visual identity but a complete editorial and interface system capable of supporting content across web and mobile platforms.
The concept of “West” — the place where the sun sets — became a central narrative element, guiding both symbolic and visual decisions throughout the project.
Challenge
The project required building a brand and editorial system from the ground up, capable of supporting a high-frequency publishing model while maintaining clarity, consistency and recognition.
The project required building a brand and editorial system from the ground up, capable of supporting a high-frequency publishing model while maintaining clarity, consistency and recognition.
- Need for a distinctive and meaningful visual identity
- Absence of an editorial system to support content hierarchy
- Requirement to unify brand, editorial design and interface into a cohesive experience
- Absence of an editorial system to support content hierarchy
- Requirement to unify brand, editorial design and interface into a cohesive experience
The challenge was not only to design a brand, but to create a scalable system that could sustain continuous content production without losing consistency.
My Role
I worked across visual identity, editorial design and interface design, ensuring alignment between brand expression and product experience.
I worked across visual identity, editorial design and interface design, ensuring alignment between brand expression and product experience.
- Visual identity and brand concept development
- Editorial design and art direction for the publication
- Interface design for web and mobile platforms
- Editorial design and art direction for the publication
- Interface design for web and mobile platforms
Over approximately 1.5 years, I contributed to the visual and structural foundation of the product, supporting a continuous publishing cycle.
Key takeaway: in editorial products, brand, typography and interface are not separate layers—they are the system.
Process
The process started with defining a strong conceptual foundation capable of translating ideological positioning into a clear and consistent visual language.
The process started with defining a strong conceptual foundation capable of translating ideological positioning into a clear and consistent visual language.
- Developed the central concept based on the “West” and the horizon
- Explored visual metaphors to represent contrast and balance
- Structured typographic and layout systems to support content hierarchy
- Explored visual metaphors to represent contrast and balance
- Structured typographic and layout systems to support content hierarchy
From there, the focus shifted to ensuring that editorial design and interface worked together as a unified system, supporting both readability and scalability.
Solution
The identity was built around the horizon as both a symbolic and structural element, organizing the visual language of the brand.
The identity was built around the horizon as both a symbolic and structural element, organizing the visual language of the brand.
- Created a visual system based on the horizon line as a core graphic element
- Defined a color palette contrasting gold and graphite, reinforcing positioning
- Developed typographic hierarchy and editorial layouts optimized for rhythm and readability
- Designed digital interfaces for web and mobile, integrating brand and content structure
- Defined a color palette contrasting gold and graphite, reinforcing positioning
- Developed typographic hierarchy and editorial layouts optimized for rhythm and readability
- Designed digital interfaces for web and mobile, integrating brand and content structure
The system was designed to support a recurring publishing model, enabling consistency across multiple editions and formats.
Outcome
During my time on the project, the publication operated on a weekly cycle, resulting in the development of dozens of editions—each with its own cover and multiple editorial pieces.
During my time on the project, the publication operated on a weekly cycle, resulting in the development of dozens of editions—each with its own cover and multiple editorial pieces.
- Consistent production of weekly editions with structured layouts and covers
- Established a scalable editorial and visual system
- Improved clarity, hierarchy and reading experience across digital platforms
- Established a scalable editorial and visual system
- Improved clarity, hierarchy and reading experience across digital platforms
The work contributed to building a solid foundation that supported the product’s growth beyond its initial format, later expanding into new content channels such as video and podcasts.
The result is a system-driven brand, capable of evolving across formats while maintaining consistency and recognition.
Credits: Maquinaria