Asia Agency Unveils Visual Identity for São Paulo's 1,000-Square-Meter Instituto ViaFoto

São Paulo, Brazil – Asia, an Omnicom Group agency, has officially launched the comprehensive visual identity for Instituto ViaFoto, a new 1,000-square-meter cultural hub dedicated to photography in São Paulo. The announcement, widely shared on platforms like abdz., highlights the agency's role in shaping the public face of this significant new institution. The visual identity aims to reflect photography's inherent duality, capturing both fleeting moments and enduring cultural narratives.

Instituto ViaFoto, conceived by David Feffer, Chairman of the Board of Directors at Suzano, is positioned as a vibrant meeting and training point for photography professionals and enthusiasts alike. Located in the Largo da Batata district of Pinheiros, the institute officially opened its doors in mid-September, promising to elevate photography's status as an art form, a language, and a vital tool for memory and social transformation. Its inaugural exhibition, "LARGO: Entretempos Fotográficos," curated by Rodrigo Villela, explores the urban landscape of São Paulo.

The visual identity developed by Asia, an agency founded in 2022 by Sérgio Brandão and Vico Benevides, is integral to the institute's mission. Asia specializes in crafting business solutions and physical and digital experiences, connecting brands through various cultural avenues. For ViaFoto, the agency designed a dynamic system that extends beyond a mere logo, guiding visitors through physical and digital touchpoints including exhibitions, courses, workshops, and lectures.

The institute is structured around two core pillars: an exhibition venue showcasing works from photojournalism to contemporary art, and a knowledge center offering workshops, talks, and training programs. This layered programming, supported by Asia's visual world, positions photography as an immersive experience that fosters connection and cultural transformation. Instituto ViaFoto seeks to establish São Paulo as an international reference for photography, enriching the city's creative scene.