Clarissas
Client.
Thomas & Piron
Starting a business.
Branding.
Brand Strategy & Positioning.
Communication Strategy.
Real Estate.
Clarissa's brand creates a new centrality made up of history and future.
Challenge.
Belgian developer Thomas & Piron, with 48 years of experience, invited us to create the identity for a residential project of 83,400 square meters, 37 buildings, and over 700 apartments in response to real estate pressure in Lisbon.
The project includes restoring the Convent of Nossa Senhora dos Mártires e da Conceição de Sacavém. This demonstrates a unique commitment to the heritage that distinguishes this initiative from other real estate projects in new centralities.
For this large-scale, long-term project, it will be necessary to create a new perception of Sacavém, positioning it as a space with a high quality of life and modern housing.
Context.
Portugal is one of the top 10 countries in Europe with the best quality of life, and the Lisbon Metropolitan Area is one of the most sought-after regions – which has caused prices to rise exponentially.
As the centre becomes inaccessible, the city expands and creates new centralities with quality construction at more affordable prices in areas where the value per square meter has been increasing – in the case of Loures, from January to December 2024, the price per square meter appreciated by 12.5%* (according to the website idealista.pt).
In this sense, Lisbon is expanding beyond its centre, creating new centralities. What distinguishes this new project from all the others?
Insight.
Among the places where Lisbon has grown, few allow you to rediscover part of the "old" Lisbon, whose memory and charm attract millions annually. A place near the river, with a history spanning centuries and modern, functional architecture.
In Sacavém, we find the Convent of Nossa Senhora dos Mártires e da Conceição de Sacavém, a contemporary of fundamental landmarks in present-day Lisbon like the Jerónimos Monastery, the Convent of São Vicente de Fora, the Convent of Madre de Deus, and the Church of São Roque. Over 5 centuries ago, the sisters of the Order of Saint Clare were the first to inhabit the convent, and legend has it that, following the suppression of religious orders, the last nun – who was already living in the convent alone – refused to leave, remaining there until the end of her days.
The convent, like the Praça da República, is being restored as part of the real estate project. This creates a historical and distinctive aura around the latter.
It's not just a new centrality but rather a new "ancient city" for the residents and all the people of Sacavém to experience.
Naming.
Clarissas is a tribute to the convent and those who once called it home. It's also an invitation to live in a modern development, distinguished by the light-coloured stones of its buildings and designed by the S+A atelier.
“A new ancient city” is the brand tagline that unites history and modernity.
Clarissas is born around the Convent of Nossa Senhora dos Mártires e da Conceição dos Milagres, thus creating a new centrality unlike any other, with a historical heritage to be renewed and celebrated.
"Designing a new ancient city is, above all, a challenge of human scale and comfort.”
Miguel Saraiva,
founder & CEO of S+A
Brand Expression.
The typography is inspired by the classic fonts found in the streets of old Lisbon. It utilises classic ligatures and incorporates a timeless black-and-white aesthetic (inspired by the convent tower and the Portuguese pavement), similar to that of fashion brands.
The photographic approach takes on a fashion-forward element to elevate the project, lending it an aspirational tone that will help shape a new perception of Sacavém.
Art feature.
In tribute to the heritage of the city's ceramic industry, we invited the ceramic artist Anna Westerlund to create exclusive pieces. The first piece drew inspiration from the convent: its tower's black and white, its textures, and its history, which provides a foundation for creating a future.
To reach a wider audience, we partnered with the news and lifestyle platform Observador to create editorial content that showcases the best of Clarissas and the surrounding area.
