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Projeto Capella is an annual cultural activation project rooted in the village of Arroios, focused on bringing art, culture and local products to the community around the historic Capela de Arroios. Organised in partnership with the local parish council and supported by Greengrape, the initiative activates the village square with festivities, markets, performances and cultural moments that blend local heritage with lively community engagement. Developed across multiple editions, the project uses Facebook as its primary communication platform since 2019, functioning as a space for information, documentation and continuity.
The main challenge was to communicate a multifaceted cultural project through a single platform, ensuring clarity, regularity and engagement for a diverse audience — from local residents to visitors. The communication needed to remain accessible and informative, while reflecting the richness and variety of the programme.Maintaining recognisability and consistency across yearly editions was essential, despite changes in programming, scale and partnerships.
The content strategy was focused on clear and contextual communication. Content was structured around programme announcements, participant highlights and documentation of events, ensuring that information remained readable and easy to follow. Visual direction prioritised real contexts and natural light, with photography used to document performances, markets, people and the architectural setting. Copywriting remained descriptive and grounded, providing essential context without interpretation or promotional excess.
All photography, image editing and copywriting were produced as part of the project. Content supported both pre-event communication and live documentation, creating a digital record of each year’s activities and community involvement.
The Facebook communication helped consolidate Projeto Capella as a recurring cultural initiative within the local context. Over successive editions, the content supported audience awareness, strengthened participation and reinforced the project’s visibility beyond the village itself.By documenting each edition with consistency and clarity, the project built a cumulative digital memory of the initiative — extending the life of the events beyond their physical moments and contributing to a clearer public understanding of the project’s cultural and community-driven nature.
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