One of the first branding projects of last year. Working on a project from your own culture always hits different. Lusitano Culture Club focuses on bringing tourists lesser-known experiences rooted in Portugal's culture. The main concept was to modernize what is traditionally known and recognizable from the country- in this case, the Lusitano horse and the street tiles- and blend it with a modern take, updated patterns, typography and imagery.

There's something different about designing for your own culture versus a random client brief, you already know what feels authentic versus what feels like a tourist's guess. Between the horse motif and the street tiles, which one gave you more trouble to modernize without losing what makes it recognizable?