Archive Record 01.Goal Fest: Clever’s Summer Party
Designed and directed the visual identity and live experience for a 400+ attendee corporate event, creating a cohesive brand system across physical, digital, motion and environmental touchpoints.
Art Direction & Experience Design
Client: Clever Advertising
Role: Creative Direction | Brand Identity | Motion Design | Experience Design | Production
Scale: 400+ Attendees
Project Type: Corporate Internal Summer Party
Date: June 2026
Location: Estádio do Leça FC
Status: Completed
Brief
Create a high-impact internal event celebrating the World Cup while reinforcing Clever’s culture and identity.
Goal
Develop a cohesive creative system capable of scaling across physical, digital and live environments.
Challenge
Aligning diverse stakeholders around a single creative vision while balancing production constraints, tight deadlines and the demands of a live event.
Execution: The Four Pillars
1. The Clever Jersey (Apparel)
Design Focus: Unified 400+ employees into a single team through custom soccer kits.
Deliverables: Standard company jerseys, Special Edition kits for the 'Clever Star Award,' and dedicated staff uniforms.
2. The Environment (Immersion)
Design Focus: Transformed a professional stadium into a branded "Clever" experience.
Deliverables: Complete branding, Large-scale banners, stadium divisions, an immersive "Entry Tunnel" experience, and a complete F&B system (menus, wrappers, and reusable cups).
3. The Digital
Design Focus: High-impact motion and interactive assets to drive atmosphere via the stadium's screens.
Deliverables: Event app for real-time live/photo sharing, 'Kiss Cam' and 'Fake News' segments, and motion transitions.
4. On-Site Art Direction
Design Focus: Orchestrating the live execution to ensure the visual plan was followed with total precision.
Deliverables: Helping the technical media team, managing screen timing, and serving as the "eye on the ground" for quality control across all touchpoints.
Curated Showcase Disclaimer: Due to the immense scale of this project (encompassing hundreds of unique physical and digital touchpoints) this archive is curated to highlight the core visual system and "Hero" assets. It is a snapshot of a vast ecosystem rather than an exhaustive catalog of every individual deliverable.
Results & Impact
Successful Implementation:
“Flawless execution for
400+ people
in a high-pressure, real-world stadium environment.”
Cultural Leadership:
“Demonstrated the ability to lead cross-functional projects that prioritize collective success.”
Internal Recognition & Awards:
This project was formally recognized by the company for "raising the standard of quality”, for “the dedication, support of others, and an exceptional "eye for detail””.
As said by Clever’s Board.
Public Exposure & Media Impact
The event’s scale and quality garnered significant external attention, resulting in National Television Coverage.
Featured on RTP: Due to the event's exceptional execution and relevance, it was featured in a dedicated segment on RTP, Portugal's major TV news station, during their live journal.
Impact: This coverage validated the project as a high-visibility success, extending its reach far beyond the internal corporate audience.
Reflection
This project reinforced the importance of building flexible creative systems capable of adapting across physical environments, motion, branding, and live production. It also strengthened my ability to lead cross-functional collaboration under demanding timelines while maintaining visual consistency across every touchpoint.
Collaboration
This project was delivered through close collaboration across multiple disciplines. While I led the creative direction, brand identity and overall visual system, its successful execution relied on the expertise of talented colleagues and external partners.
Graphic Design Support: Joana Oliveira - helped in the development of selected large-scale environmental graphics during the project’s production phase.
Motion Design: Cristiam Santos - support on selected motion graphics.
App Development: Ivan Sanko - developed and implemented the event application based on the wireframes and user experience defined for the project.
Photography/Video: Marcos Nunes - event photography and video.
Live event video team: Rui Sousa & Team
Production and Coordination: Cláudia Socorro and Helena Rodrigues
Event Production Partner: Primavera Sound Porto production team.