The promotion of the brand created [by Soter Design] for the Rio 2016 bid had a strategic goal: to delight and show that Rio was ready. With a lot of creativity, energy, dynamism, and joy, the visual language developed from the brand was able to translate the passion of Brazilians [and the Cariocas in particular] for sports and the great desire to host the 2016 Olympic Games. It not only charmed everyone, but it seduced the world.