An Invitation to Reflection
In 2020, to celebrate its fifth anniversary, Lupa seized the perfect opportunity for significant repositioning.
As one of Brazil’s foremost fact-checking agencies, Lupa had initially adopted the penguin from Revista Piauí, its early supporter, as its mascot and primary communication symbol.
This association, however, presented two challenges that no longer aligned with the agency's evolving identity: an outdated connection to Piauí and the potential for its serious work to be perceived as juvenile.
This association, however, presented two challenges that no longer aligned with the agency's evolving identity: an outdated connection to Piauí and the potential for its serious work to be perceived as juvenile.
The new positioning, "Um Convite à Reflexão" (An Invitation to Reflection), was created to encourage the public to critically engage with news and misinformation, reflecting on Lupa's pivotal role in promoting factual accuracy.
This rebrand redefined fact-checking as an invitation to ponder
and question, aligning with Lupa’s mission to empower citizens with truth in a post-truth world.
and question, aligning with Lupa’s mission to empower citizens with truth in a post-truth world.
The narrative centered around this "invitation," symbolically marking the agency's anniversary and urging everyone to reflect and verify information.
A significant visual transformation accompanied the repositioning.
The outdated penguin mascot was replaced by a fresh typographic design with simple iconography
and a vibrant highlighter green color, emphasizing the importance of clarity and insight
in our information-saturated age.
and a vibrant highlighter green color, emphasizing the importance of clarity and insight
in our information-saturated age.
Furthermore, this concept evolved into a commitment that continues to this day:
Lupa is dedicated to fostering reflection.
Independent work
Creative Director & Concept: Elisa Gerber
Designer: Rafaela Azevedo
Strategy: Ana Paula Malvina
Project Manager: Gabriela Silva