ℓiⱴε is an independent agency in Brazil with over 13 years of experience cultivating unique connections between people and brands. Committed to creating work that blurs the boundaries between the physical and the digital, ℓiⱴε can be described as a humanistic “post-digital agency”, striving toward conscious advertising in an age of overwhelming content and misinformation. By working closely with the ℓiⱴε team, Porto Rocha crafted an entirely new brand identity and communication strategy that marks the next chapter in the agency’s life and strengthens their position to both clients and the industry.
Through a straightforward type-centric approach, Times New Roman plays a key role in the identity. It not only defines ℓiⱴε’s conversational tone of voice, but further signals a broader act of defiance, stripping away superfluous layers of decoration to reveal the brand at its core. With a heritage that harks back to 1932, Times New Roman was the first font licensed for all computers, cementing its status as the world’s most ubiquitous and democratic typeface. This pared back typographic language was designed to convey ℓiⱴε’s clarity and directness, allowing their work and messaging to shine for itself.
Since its launch, ℓiⱴε’s new design system has been implemented across each one of its environments — from digital communications down to the furniture’s finest details. By carving out space for honest dialogue and critical conversation, ℓiⱴε’s new identity repositions the agency to clients and the creative community while adapting to the rapid changes that are occurring within the industry both today and tomorrow.
Felipe Rocha, Leo Porto