Photo: MCB Disclosure



Motivated by the launch of the book “Creation Process in Graphic Design: Pandemonium”, the institutions come together for online and interactive programming


Next Wednesday (14), at 5 pm, the Museum of the Brazilian House – an institution of the Secretariat of Culture and Creative Economy of the State of São Paulo – and Editora Senac promote a live chat on Youtube with the participation of Giancarlo Latorraca (technical director of MCB), Alécio Rossi (Senac) and Leopoldo Leal, author of the work recently launched by Editora Senac: “Creation Process in Graphic Design: Pandemonium”.

The program is the result of a collaboration between the Museum and Senac, which come from the 28th Design MCB Award, allowing authors awarded with unpublished written works to go through a highly qualified editorial board and receive instructions for the publication of their works.

This partnership has already contemplated the launch of the books: “Branding + design: the strategy in the creation of brand identities” – by Sandra Ribeiro Cameira – which received an Honorable Mention in the 28th Design MCB award, in the category of unpublished written works, under the guidance of Marcos da costa Braga; “Mobilinea: Design of a lifestyle (1959-1975)” – by Mina Warchavchik Hugerth – who won 1st place in the 29th Design MCB Award, in the category of unpublished written works, under the guidance of José Tavares Correia de Lira / USP and, now, it launches “Creation process in graphic design: Pandemonium” – by Leopoldo Leal – which took 1st place in the 33rd Design Award, in the category of unpublished written works, under the guidance of Vicente Gil Filho / USP.

The event also aims to stimulate knowledge in its multiplicity of forms present in the daily lives of design professionals, in addition to addressing the creative process in its distinct phases through a vision focused on the work of Leopoldo Leal.

Pandemonium was created, initially, as a doctoral thesis and consists of a practical and theoretical research based on the eight phases of the creative process described by Robert Keith Sayer. The book was assembled as a kind of “notebook of experiments and experiences” that can be read in full or leafed through freely, representing the structure of the creative processes that – not always – occur in a linear manner.

Virtual conversation wheel about the book | Creation Process in Graphic Design: Pandemonium
With: Giancarlo Latorraca (technical director of MCB), Alécio Rossi (PUC-SP / Senac) and Leopoldo Leal (Pharus Design / Senac)
April 14th, Wednesday
Opening hours: from 17h
Live streaming on YouTube MCB

About Leopoldo Leal
PhD in design at FAUUSP, he works as a professor in undergraduate and graduate courses in design. With over twenty years of experience, he worked as a designer at Landor, Interbrand, Futurebrand and GAD ’Branding. He won national and international awards for his thesis Pandemonium won 1st place in the 33rd Design MCB Award (Museu da Casa Brasileira, 2019), in the category of unpublished written works. His work received the typographic excellence certificate from the Type Directors Club of New York (2020), Silver in Brazil Design Award (2020) and the graphic project was also selected for the 13th Brazilian Biennial of Graphic Design (ADG Brasil, 2019). Leopoldo currently intensifies his research on creative processes in graphic design, lecturing and producing graphic workshops and experiments.

About Alécio Rossi Filho
PhD in Architecture and Design by FAUUSP (2018), has a degree in Portuguese and Italian Letters (1985) and a master’s degree in Media Communication from UNESP (2005). He studied Fine Arts at ECA-USP. He is currently a professor at PUC-SP and coordinator of the development of new undergraduate and graduate courses at Centro Universitário Senac. He has experience in the area of ​​Communication, with an emphasis on Graphic Design and works mainly with the following themes: educational innovation, communication, art, codes, brand, design, creation and production

About Editora Senac São Paulo

With 24 years of experience, Editora Senac São Paulo was created to support Senac’s educational activities. Its catalog has publications aimed at the market in the various areas in which the institution operates, such as gastronomy and oenology; fashion; environment; communication and arts; business management; beauty and aesthetics; human sciences; design and architecture; education; Social development; Computing; health; tourism and hospitality.

Editora has sold more than 15 million copies and its publications range from technical and scientific, to professional and university education. As a reference in gastronomy, with more than 200 titles in the catalog, it has already won 82 Gourmand World Cookbook Awards, the most important world literary award in the area. In addition, it was awarded 24 tortoises; 2 Brazilian Awards for Graphic Excellence Fernando Pini; 5 Design Awards Museu da Casa Brasileira; 4 Clio de História (award from the Academia Paulista de Letras); and 3 José Celestino Bourroul awards.

About MCB
The Museum of the Brazilian House, an institution of the Secretariat of Culture and Creative Economy of the State of São Paulo, has been dedicated, for 50 years, to the preservation and diffusion of the material culture of the Brazilian house, being the only museum in the country specialized in architecture and design . The MCB’s program includes temporary and long-term exhibitions, with an agenda that also includes educational service activities, debates, lectures and publications contextualizing the museum’s vocation for the formation of critical thinking on topics such as architecture, urbanism, housing, economics creativity, urban mobility and sustainability. Among its numerous initiatives, the Design MCB Award stands out, the main segment award in the country held since 1986; and the Casas do Brasil project, to rescue and preserve memory about the rich diversity of living in the country.

Brazilian House Museum
Brig. Faria Lima, 2705 – Jardim Paulistano, Sao Paulo
Phone: (11) 3032-3727

The Museu da Casa Brasileira continues to carry out virtual activities through the #MCBEmCasa campaign. Stay tuned for news on social networks.
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