Vasco Durão – Ideas, Creativity and Brand Strategy

Born in Lisbon in 1972, Vasco Durão graduated in Sociology at the Faculty of Social Sciences and Humanities (1991-1996), and mastered in Portuguese History (20th Century) at the Conteporary History Institute (1997-2000), both from Universidade Nova de Lisboa. He’s also a photography lover, with a 3 years course in one of the most renowned Portuguese schools: AR.CO.

He started working in market studies, but (very) soon he realized he had to do something completely different and was drawn to communication. He entered this business in 1997 as a copy writer in advertising at EURO RSCG, but, after a short experience in digital branding, he switched definitely to design and brand strategy in the beginning of the millennium, in a professional route that crossed two of the most significant communication agencies in Portugal: NovoDesign/Brandia (2003-2006) and Mola Ativism (2007-2013). Writing is an intrinsic part of his professional and personal life, with publications both in books, magazines and fanzines about such different subjects as Music, Sociology and History.

Branding wise, Vasco has a great deal of experience with major Portuguese brands in such central fields as postal services (CTT), aviation (TAP, Ground Force and ANA Faro), television (RTP), naval transportation (Port of Lisbon), energy (EDP), corporative and mass consumption (Sonae), food (Buondi, AZAL, Go Natural, Love Meat Tender, Mercado 1143 and Mendes Gonçalves/Paladin), insurance (MDS and Seguros Continente) and territorial branding (Sagres, a small but symbolically important city in Algarve; Viana do Castelo, a northern Portuguese city; Douro, the first Iberian project; Madeira Story Centre, a cultural centre in Funchal), microalgae microalgas (Buggypower/Alguimya) and tentative projects for the promotion of Bahia/Brasil in Portugal, the promotion of Alentejo region, the candidacy of Lisbon as World Book Capital in 2010, and the enhancement of the Portuguese language around the world (Viagem da Língua).

One of Vasco’s personal communication projects is the book “I Have No Idea. How to make a difference in the communication world” (“Não Faço Ideia. Como fazer a diferença no mundo da comunicação” in Portuguese). A manifest to share with everyone who likes to think creativity on the side, that has enhanced a series of conferences in 2013 at universities and design events: CCP (Portuguese Creatives Club), Lusófona University, EDIT OPEN DAY, Higher School of Communication and Media Studies, Cascais Secondary School, ARTEC (Tomar), Comunicar Design (Caldas da Raínha), Visão magazine 20 years celebration and Restart’s Open Weekend.

Today, Vasco is free to write his ideas wherever and with whomever he wants. And lives happily with his family in Estremoz, Alentejo. But always connected to the world. And to music, which led him to create, in Alentejo, the musical event Guitarras ao Alto (

Vasco Durao from Commercialpolis EU on Vimeo.