NOS Stores
How motion elevated retail storytelling
Creative Direction — Design System — Motion Design
Rebooting the retail experience
In 2014, ZON and Optimus merged to form NOS, becoming Portugal’s largest TV provider. But by 2015, the stores still felt stuck in the past, outdated, and disconnected from the new brand identity.
To fix this, The One Off redesigned the new store concept. Havas Portugal created a consistent visual language applied across every touchpoint, bringing coherence and energy to the in-store experience.
I led creative direction for all digital content, setting motion guidelines from storefront videos to tablet tutorials. I also defined the video approval process, from storyboard to final cut, establishing a workflow that’s still used today.
The anatomy of the store
The store was designed around distinct zones, each with a clear role and level of engagement, all reflecting NOS’s core brand values: curious, sociable, and practical.
At the entrance, campaign content played a practical role: promos, bundles, and seasonal offers captured attention and invited visitors inside.
The Convergence Wall sparked curiosity and conversation. It showcased how NOS’s TV, internet, and mobile services seamlessly converge, embodying the brand’s sociable and curious spirit.
The "wheel" effect
The motion system centered on the NOS “wheel”, the circular brand element that could anchor every piece of content. Combined with NOS’s six brand colors, this ensured consistency, even when backgrounds and formats changed.
Detailed storyboards outlined each video’s narrative, timing, and key messages, aligning agencies, designers, and clients on a shared vision before production.
This structured framework made it easy to update content after launch, keeping the concept store consistent and relevant for over 10 years.
Agency: Havas Portugal
Client: NOS
Role: Creative Supervisor and Lead Designer
Year: 2015-2017