A brand Identity for the Parish of Nossa Senhora de Fátima (in Lisbon)

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This field lab was inspired by the project Our km2 of the Gulbenkian Foundation, which goal is to have a positive impact in its locality, the parish of Nossa Senhora de Fátima (NSF). The aim of this work is to create a brand identity for the parish in order to be developed into activities that engage its residents with the place and with each other. The challenge is that this parish can be divided in two ditinct areas – Avenidas Novas and the Bairro de Santos ao Rêgo. Furthermore, this parish will join São Sebastião da Pedreira and become a new parish named Avenidas Novas. I addressed this case by applying brand management concepts and methods to a place branding context. More specifically, I performed a brand identity model – Kapferer’s identity prism. Supported by an analysis of the place’s history and its evolution, and information gathered in interviews to several entities acting in the parish and to its residents, I conclude that the essence of the parish is versatility and culture.