Our life’s rhythm is getting increasingly faster in the urban context, because time became economically accountable, and every second counts. We actually seem to be always in a rush. And the bad news is that the urban space hasn’t stopped increasing:

Since the year 2008 - as according to the UN - for the first time in history, more than half of its human population – 3.3 billion people – was already living in urban areas, and the number is expected to outcome 5 billion people in 2030.


Thus arises USMA, a clock without a visual interface, resorting only to sound to mark the passage of time.

The sound of the church bell is the clock hand, which intends to bring home the rural experience with the definite goal of giving a new rhythm to city life.

How does it work?

Bringing the magic of the Olá brand back to the Portuguese public by developing a communication concept that would speak to the consumers during the summer of 2014.

An emotion-based brand concept to make Olá closer to the public, promoting consumption and lasting in time.

How does it sound?

There's a 12-hour cycle of bell rings, playing twice per day: From 00:00 to 11:00 and from 12:00 to 23:00. Within these cycles there are 2 types of sounds playing hourly (type A) and every half an hour (type B). It's is pretty much as a church bell.


USMA has an internal switch allowing users to choose between 24 hours  - 0h to 24h - and 14hours of sound - 8h to 22h.

handcrafted ideas to change the world

handcrafted ideas to change the world