Xmas In The Night – Creative Direction & Digital Design for a Landmark Christmas Concert

Xmas in the Night is one of Rádio Comercial’s most iconic annual events, and in recent years I was responsible for developing its full visual identity and digital presence.
This project required a balance between festive atmosphere, brand consistency and high-impact communication across multiple platforms.

Creative Direction & Graphic System

My work began with the creation of a complete graphic system designed to unify all Christmas editions of the event. This included:

Poster design with strong, memorable key visuals
Website and landing page layouts aligned with the event’s aesthetic
Digital assets for Instagram, Facebook, YouTube and paid media
Adaptations for newsletters, promotional video frames and countdown posts
Print-ready materials for outdoor advertising, venues and merchandise
Visual support for stage screens and live show content

The goal was to deliver a festive yet modern identity that clearly represented Rádio Comercial’s Christmas spirit while maintaining year-to-year recognisability.

Production Completed — A Sudden Postponement

After completing the entire graphic development for the upcoming edition, the project underwent an unexpected change.

Following Nuno Markl’s stroke, the organisation made the responsible and human decision to postpone the event to the following year.
This required fast adaptation across all digital communication channels, ensuring clarity and empathy in the messaging.

Maintaining the Brand Narrative

Even with the postponement, the creative work established a strong foundation for the next edition:

  • The visual identity remains fully relevant for future adaptation

  • Digital frameworks and templates are ready for relaunch

  • The creative narrative continues to support the emotional connection audiences have with the event