Client: Conquistador Hotel
Agency: Legendary People + Ideas as Creative Director role
Year: 2021
Project: Brand creation and identity system — strategy, concept, visual identity, experience design, and full rollout.
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, and hands-on execution across all touchpoints.
Brief
Create the brand identity for Conquistador Palace — a luxury boutique hotel owned by Portuguese tennis legend João Sousa.
Located in a restored 1827 palace in Guimarães, the birthplace of Portugal, the hotel needed to unite heritage, sport, and contemporary design into a refined, cohesive experience.
The name Conquistador (“Conqueror”) draws from João Sousa’s nickname and echoes the legacy of Portugal’s first king, D. Afonso Henriques — two figures linked by mastery, discipline, and victory.
Big Question
How do you design a brand that captures both the soul of a city built on conquest and history — and the mindset of a modern athlete who conquered the tennis world — creating an identity that feels timeless, elegant, and deeply personal?
Solution
Where heritage meets mastery.
Guimarães tells its story through ancient walls and noble coats of arms. João Sousa tells his through discipline, conquest, and precision on the court.
Conquistador Palace was born at the intersection of these two narratives — a brand that balances historical legacy with modern mastery.
The identity translates this idea into form: classic proportions, geometric rigor, and a restrained palette inspired by the tennis court — uniting heritage and sport into a single, timeless language.
Every detail was designed with intent.
From rooms named after cities where João competed, to cocktails inspired by his victories, the brand becomes personal without ever losing elegance — refined, confident, and enduring.
Impact
→ Elevated João Sousa’s legacy into a timeless luxury brand, merging sport, heritage, and design into one cohesive narrative.
→ Built a consistent, scalable brand system applied across print, digital, and spatial touchpoints — from monogram to guest experience.
→ Connected Guimarães’ spirit of conquest with modern achievement, positioning Conquistador Palace as a symbol of contemporary Portuguese pride.
JoÃo Sousa
From tennis court to palace.
João Sousa known as “conquistador” for being the best portuguese
tennis players in his hometown Guimarães.
JoÃo Sousa
From tennis court to palace.
João Sousa known as “conquistador” for being the best portuguese
tennis players in his hometown Guimarães.
JoÃo Sousa
From tennis court to palace.
João Sousa known as “conquistador” for being the best portuguese tennis players in his hometown Guimarães.
CASTLE WALL
CASTLE WALL
Reflects Guimarães’ fortifications — the very cradle of Portugal.
Reflects Guimarães’ fortifications — the very cradle of Portugal.
Reflects Guimarães’ fortifications — the very
cradle of Portugal.
COAT OF ARMS
COAT OF ARMS
Inspired by the five “quinas” of Portugal — a symbol of national identity and legacy.
Inspired by the five “quinas” of Portugal — a symbol of national identity and legacy.
Inspired by the five “quinas” of Portugal — a symbol
of national identity and legacy.
GOTHIC
GOTHIC
Drawn from the city’s medieval architecture and the building’s style — shaping typography and structure.
Drawn from the city’s medieval architecture and the building’s style — shaping typography and structure.
Drawn from the city’s medieval architecture and the building’s style — shaping typography and structure.
ORNAMENTS
ORNAMENTS
Echoes the decorative details of the 1827 palace — celebrating craft, heritage and place.
Echoes the decorative details of the 1827 palace — celebrating craft, heritage and place.
Echoes the decorative details of the 1827 palace — celebrating craft, heritage and place.
Color System
Each tone was strategically selected from the courts where João Sousa competed — clay, grass,
and hard — translating his professional journey into a refined, balanced palette that
unites sport heritage with luxury design.
Color System
Each tone was strategically selected from the courts where João Sousa competed — clay, grass, and hard — translating his professional journey into a refined, balanced palette that unites sport heritage with luxury design.
Color System
Each tone was strategically selected from the courts where João Sousa competed — clay, grass, and hard — translating his professional journey into a refined, balanced palette that
unites sport heritage with luxury design.
Pattern Design
A modular pattern built from tennis geometry and architectural
ornament — turning discipline into texture.
Pattern Design
A modular pattern built from tennis geometry and architectural
ornament — turning discipline into texture.
Pattern Design
A modular pattern built from tennis geometry and architectural ornament — turning discipline into texture.
Brand Strategy
Conquistador Palace was built around a single idea: conquest as a mindset.
João Sousa’s journey shaped the brand beyond aesthetics — informing every decision, from naming to spatial language and copy.
Rooms are named after the cities where João competed, each one marking a moment of his path to mastery.
In the bar, language becomes experience — Conquer the cocktail — reinforcing the brand through tone, not ornament.
Nothing is decorative.
Every touchpoint reinforces meaning, creating a cohesive, immersive experience rooted in triumph.
Brand Strategy
Conquistador Palace was built around a single idea: conquest as a mindset.
João Sousa’s journey shaped the brand beyond aesthetics — informing every decision, from naming to spatial language and copy. Rooms are named after the cities where João competed, each one marking a moment of his path to mastery. In the bar, language becomes experience — Conquer the cocktail — reinforcing the brand through tone, not ornament.
Nothing is decorative.
Every touchpoint reinforces meaning, creating a cohesive, immersive experience rooted in triumph.
Brand Strategy
Conquistador Palace was built around a single idea: conquest as a mindset.
João Sousa’s journey shaped the brand beyond aesthetics — informing every decision, from naming to spatial language and copy.
Rooms are named after the cities where João competed, each one marking a moment of his path to mastery. In the bar, language becomes experience — Conquer the cocktail — reinforcing the brand through tone, not ornament.
Nothing is decorative.
Every touchpoint reinforces meaning, creating a cohesive, immersive experience rooted in triumph.
a
a
a
a
a
a
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Digital experience
The brand experienced before arrival.
Nothing is rushed. Nothing is excessive.
Typography, imagery, and motion are restrained by design — guiding users through
the brand with clarity and control.
The experience builds anticipation — translating mastery and elegance into a calm,
deliberate digital journey that mirrors the palace itself.
Digital experience
The brand experienced before arrival.
Nothing is rushed. Nothing is excessive.
Typography, imagery, and motion are restrained by design — guiding users through
the brand with clarity and control.
The experience builds anticipation — translating mastery and elegance into a calm,
deliberate digital journey that mirrors the palace itself.
Digital experience
The brand experienced before arrival.
Nothing is rushed. Nothing is excessive.
Typography, imagery, and motion are restrained by design — guiding users through
the brand with clarity and control.
The experience builds anticipation — translating mastery and elegance into a calm,
deliberate digital journey that mirrors the palace itself.
a
The
Impact
Heritage
Turned into national pride
By connecting Guimarães’ legacy of conquest with João Sousa’s personal victories, the brand transformed a local story into a contemporary symbol of Portuguese pride — rooted in history, expressed with confidence.
Strategy
Crafted to tell a story
Every brand decision was intentional — from the court-inspired color system to suites named after João’s milestones — creating a coherent narrative that links the guest experience, the athlete’s journey, and the city’s legacy.
Experience
Elevated through design
The unified brand system — across print, digital, and spatial design — positioned Conquistador Palace as a benchmark for contemporary Portuguese luxury, where heritage is not preserved, but reinterpreted.
Client: Conquistador Hotel
Agency: Legendary People + Ideas as Creative Director role
Year: 2021
Project: Brand creation and identity system — strategy, concept, visual identity, experience design, and full rollout.
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, and hands-on execution across all touchpoints.
Brief
Create the brand identity for Conquistador Palace — a luxury boutique hotel owned by Portuguese tennis legend João Sousa.
Located in a restored 1827 palace in Guimarães, the birthplace of Portugal, the hotel needed to unite heritage, sport, and contemporary design into a refined, cohesive experience.
The name Conquistador (“Conqueror”) draws from João Sousa’s nickname and echoes the legacy of Portugal’s first king, D. Afonso Henriques — two figures linked by mastery, discipline, and victory.
Big Question
How do you design a brand that captures both the soul of a city built on conquest and history — and the mindset of a modern athlete who conquered the tennis world — creating an identity that feels timeless, elegant, and deeply personal?
Solution
Where heritage meets mastery.
Guimarães tells its story through ancient walls and noble coats of arms. João Sousa tells his through discipline, conquest, and precision on the court.
Conquistador Palace was born at the intersection of these two narratives — a brand that balances historical legacy with modern mastery.
The identity translates this idea into form: classic proportions, geometric rigor, and a restrained palette inspired by the tennis court — uniting heritage and sport into a single, timeless language.
Every detail was designed with intent.
From rooms named after cities where João competed, to cocktails inspired by his victories, the brand becomes personal without ever losing elegance — refined, confident, and enduring.
Impact
→ Elevated João Sousa’s legacy into a timeless luxury brand, merging sport, heritage, and design into one cohesive narrative.
→ Built a consistent, scalable brand system applied across print, digital, and spatial touchpoints — from monogram to guest experience.
→ Connected Guimarães’ spirit of conquest with modern achievement, positioning Conquistador Palace as a symbol of contemporary Portuguese pride.
The
Impact
Heritage
Turned into national pride
By connecting Guimarães’ legacy of conquest with João Sousa’s personal victories, the brand transformed a local story into a contemporary symbol of Portuguese pride — rooted in history, expressed with confidence.
Strategy
Crafted to tell a story
Every brand decision was intentional — from the court-inspired color system to suites named after João’s milestones — creating a coherent narrative that links the guest experience, the athlete’s journey, and the city’s legacy.
Experience
Elevated through design
The unified brand system — across print, digital, and spatial design — positioned Conquistador Palace as a benchmark for contemporary Portuguese luxury, where heritage is not preserved, but reinterpreted.
Client: Conquistador Hotel
Agency: Legendary People + Ideas as Creative Director role
Year: 2021
Project: Brand creation and identity system — strategy, concept, visual identity, experience design, and full rollout.
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, and hands-on execution across all touchpoints.
Brief
Create the brand identity for Conquistador Palace — a luxury boutique hotel owned by Portuguese tennis legend João Sousa.
Located in a restored 1827 palace in Guimarães, the birthplace of Portugal, the hotel needed to unite heritage, sport, and contemporary design into a refined, cohesive experience.
The name Conquistador (“Conqueror”) draws from João Sousa’s nickname and echoes the legacy of Portugal’s first king, D. Afonso Henriques — two figures linked by mastery, discipline, and victory.
Big Question
How do you design a brand that captures both the soul of a city built on conquest and history — and the mindset of a modern athlete who conquered the tennis world — creating an identity that feels timeless, elegant, and deeply personal?
Solution
Where heritage meets mastery.
Guimarães tells its story through ancient walls and noble coats of arms. João Sousa tells his through discipline, conquest, and precision on the court.
Conquistador Palace was born at the intersection of these two narratives — a brand that balances historical legacy with modern mastery.
The identity translates this idea into form: classic proportions, geometric rigor, and a restrained palette inspired by the tennis court — uniting heritage and sport into a single, timeless language.
Every detail was designed with intent.
From rooms named after cities where João competed, to cocktails inspired by his victories, the brand becomes personal without ever losing elegance — refined, confident, and enduring.
Impact
→ Elevated João Sousa’s legacy into a timeless luxury brand, merging sport, heritage, and design into one cohesive narrative.
→ Built a consistent, scalable brand system applied across print, digital, and spatial touchpoints — from monogram to guest experience.
→ Connected Guimarães’ spirit of conquest with modern achievement, positioning Conquistador Palace as a symbol of contemporary Portuguese pride.
a
The Impact
HERITAGE
TURNED INTO NATIONAL PRIDE
By connecting Guimarães’ legacy of conquest with João Sousa’s personal victories, the brand transformed a local story into a contemporary symbol of Portuguese pride — rooted in history, expressed with confidence.
STRATEGY
CRAFTED TO TELL A STORY
Every brand decision was intentional — from the court-inspired color system to suites named after João’s milestones — creating a coherent narrative that links the guest experience, the athlete’s journey, and the city’s legacy.
EXPERIENCE
ELEVATED THROUGH DESIGN
The unified brand system — across print, digital, and spatial design — positioned Conquistador Palace as a benchmark for contemporary Portuguese luxury, where heritage is not preserved, but reinterpreted.
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