the sign that stood up

For decades, Brazil's "elderly" pictogram was just a bent-over, fragile little figure slapped on public signs everywhere. A symbol so outdated, it had no business representing older adults anymore.

“Until one sign stood up, and the country followed.”

As a social experiment for Novartis, we sparked a national conversation about what aging really looks like today. Through an open design competition, we reimagined the symbol used in banks, parking lots, and public institutions to reflect dignity, autonomy, and active aging — while preserving the respect and priority rights guaranteed to those over 60.

What began as a challenge to an outdated stereotype ended up as federal law. The icon created in 2013 was later recognized by the Brazilian government as the country’s official symbol in 2021. Bravo.