MUBE
4am Type
Overview
To promote an exhibition at the MuBE (Brazilian Museum of Sculpture and Ecology), our challenge was to convey the complex relationship between nature and the urban environment. We found inspiration in the sabiá-laranjeira, a native bird that sings at 4 o’clock in the morning, when the city is still silent and the bird is able to communicate and reproduce. Building on this poetic narrative, we developed the campaign’s visual identity, including a bespoke typeface inspired by the bird’s singing schedule. The initiative transformed a reflection on urban life into an emotional and thought-provoking message: if even the bird had to adapt, what does that say about the city we are building?
