Building the Brand Identity for Lisbon’s Most Groundbreaking Experience

Quake Lisbon Earthquake Center set out to do something few cultural spaces attempt: turn one of Europe’s greatest natural disasters into an unforgettable educational experience. The challenge was to build a brand that felt urgent, relevant, and globally resonant — without being perceived as “just another museum.” The strategy had to address a deeper human truth: people underestimate the importance of historical seismic events until they feel their impact. Our task was to craft an identity that brought history to life with energy and emotion — transforming awareness of the past into a call for preparation and resilience.

We built the entire brand strategy around a single, vital idea: Preparation. From this purpose, we positioned Quake as a “ludic, sensory, and pedagogical experience” — an intersection of Entertainment, History, and Science. The creative direction fused emotional storytelling with scientific precision, captured through a visual identity that felt both stable and fractured. The logo’s bold, fragmented typography mirrored seismic movement, while the tagline — “Expect the Unexpected” — embodied both Quake’s narrative tension and its educational mission. Every design and message element was codified in a comprehensive Brand Book, laying the foundation for a cultural brand built to last.

The brand launch positioned Quake as one of Lisbon’s most innovative cultural experiences — a place where history, science, and emotion collide. The new identity gave the attraction a distinctive and authoritative presence in the city’s competitive tourism landscape, balancing entertainment value with educational impact. Visitors are now greeted by a cohesive visual and verbal language that commands attention and curiosity, while reinforcing the deeper purpose of preparedness. Quake’s brand doesn’t just represent a venue — it represents a mindset: a reminder that understanding the past is the key to surviving the future.