Fashion does not necessarily need to be always associated with ephemerality or disruptive trends. Portugal Fashion branding strategy was focused on developing a timeless brand, conveying the permanent elements in each new collection, year after year. The visual identity is based on robust typography with simple shapes, representing the organization's ambition to become a reference in the fashion industry. This is then complemented by two asymmetrical rectangles, inspired by the model’s footsteps on the show runways. All the time we dedicate to creativity is valuable, especially when it is dedicated to creating a timeless brand.