Lisbon School of Medicine rebranding

While working at Label Agency, I developed the visual identity and creative concept for the rebranding of the Lisbon School of Medicine.

This was a high-stakes rebranding, executed with the precision of a surgeon. After all, we were working with a 200-year-old institution.

The goal was to create a brand that could live and evolve for the next 200 years. Beyond a traditional university, the Lisbon School of Medicine functions as a living organism — dynamic, complex, and always evolving.

The challenge was clear: how do you represent such an organism in all its depth? There could only be one answer: by creating a living brand.

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