Branding for fiction

Porta Premium is a fictional real estate brand developed by SOLOS within the context of the RTP (Portuguese TV channel) comedy series in the style of The Office.

The challenge was to create an identity that conveyed credibility and an apparently premium positioning, while simultaneously incorporating a deliberately kitsch tone, in line with the narrative and comedic style of the series.

The project began with a previously defined name and a clear brief, which guided the entire brand creation process. We developed the logo and defined the typography, color palette and a set of supporting graphic elements.

For the logo, we opted for a solution with immediate and intuitive readability, based on the representation of a door with a keyhole, reinforcing the direct connection to the real estate sector.

The color palette evolved throughout the process.

The initial choice of black and gold eventually gave way to a combination of burgundy and gold, allowing the brand to distance itself from associations with existing real-world brands, while still maintaining the perception of supposed sophistication. This palette, combined with a typography inspired by handwritten lettering, creates a visual identity that sits on the subtle boundary between the premium universe and a deliberately kitsch aesthetic — exactly as defined in the original brief.

At a later stage, the brand was applied across a variety of online and offline materials used on the series’ filming set.

One element worth highlighting is the framed photograph of the main character, Ramiro Pais, portrayed by Gonçalo Waddington. This piece became a central element in the brand’s visual narrative and reinforces the idea of staged sophistication through the use of gold.

We also created business cards, flyers, posters, clothing pins, mugs and “for rent” and “for sale” signs to be placed on properties, ensuring a consistent and recognizable brand presence across multiple contexts and formats.