Text description provided by the architects. Environmental graphic design project for the new building of IPAM (a portuguese marketing school) in Oporto, Portugal. This project consisted in the development of a signage system, and also in the customization of specific spaces by using oversized phrases and quotes that “make the school speak directly to people”.
The concept started, with the intention to create a direct analogy with IPAM's visual identity claim (“I am the marketing school”), in order to continue this idea of an “active communication” with the visitor throughout the building. The final result is a space, that not only has an effective signage system, but also contains some strong points of interaction with its own “target audience” – the students, teachers and remaining staff.