Asia Agency creates the visual identity for Instituto ViaFoto, São Paulo’s new hub for photography, exhibitions, and design-driven cultural exchange. 

São Paulo has a new home for photography, Instituto ViaFoto and a gorgeous visual identity to accompany. The new space is a 1,000-square-meter cultural hub conceived by David Feffer, Chairman of Suzano. More than an exhibition space, ViaFoto is designed as a meeting point for professionals, enthusiasts, and the public to be inspired by and experience photography as art, language, and memory.

To bring this vision to life, Feffer partnered with Asia, the Omnicom Group agency founded by Sérgio Brandão and Vico Benevides. Asia developed the brand and visual identity for ViaFoto, building a system that reflects photography’s duality: its ability to capture fleeting moments while also shaping long-term cultural narratives.

For designers, the project is a reminder of how identity extends beyond logos and into lived experience. At ViaFoto, the brand will exist across physical and digital touchpoints, guiding visitors through exhibitions, courses, workshops, and lectures. The identity is not static; it’s part of an ecosystem that encourages learning, dialogue, and creative exchange.

Set in Largo da Batata, Pinheiros, the Institute is structured around two core pillars:

Exhibition venue: Ranging from photojournalism to contemporary art, shows will foster conversations between generations and practices.
 

Knowledge center: Workshops, talks, and training designed to spark new ways of seeing and to inspire creative freedom.
 

With its layered programming and visual world, Instituto ViaFoto positions photography not just as an image, but as an experience that connects people and transforms culture.

For those in São Paulo, or planning a visit, you’ll find the Institute at the heart of the city’s creative scene. It’s a space to learn, reflect, and be inspired by the power of photography.

Learn more at institutoviafoto.com.br

Follow @institutoviafoto for updates and upcoming programming.

Visual Identity Artifacts