The De Olho na Ilha portal introduces the next stage of its brand: doni. After 19 years covering Florianópolis and the region, the publication retains its historic name as a signature and adopts the shorter name as the main expression of its editorial identity.
The change does not affect its web address — the site remains at deolhonailha.com.br — and signals a new way of presenting itself to the city, with a focus on closeness, responsible reporting and local discovery.
According to the manifesto signed by partners Dudu Gentil and Gustavo Trentini, the name carries its De Olho na Ilha origins and conveys the closeness the portal wants to cultivate every day. “We are evolving how we present ourselves, bringing our experience, our connections and our desire to keep discovering,” they say.
More than news
With its new positioning, doni presents itself as useful to residents, welcoming to visitors and attentive to the people who shape the city. Its editorial promise is to explain what is happening and reveal what deserves attention.
The brand defines itself as approachable, clear, reliable and curious: naming people, neighborhoods and real consequences; providing context and useful information; distinguishing fact, opinion and advertising; and looking beyond Floripa’s postcard image. Coverage continues to include Greater Florianópolis and the mainland neighborhoods, without limiting its perspective to a purely tourist view of the island.
Continuity with a new name
In its public presentation, doni takes the lead, accompanied by the De Olho na Ilha signature. During the transition, the recommended introduction is “doni, o De Olho na Ilha.” The phrase associated with the repositioning is “Floripa always in motion.”
Founded in 2007, De Olho na Ilha established itself as a hyperlocal Florianópolis portal, covering events, culture, food, business, tourism and useful local information. With the new identity, its editorial leadership reaffirms the continuity of that history and its wish to stay close to the people who make the city happen.
doni manifesto | De Olho na Ilha
Nineteen years ago, we chose to look closely. At the streets, the neighborhoods, the sea and, above all, the people who make Florianópolis happen. De Olho na Ilha grew out of that desire to follow the city, tell its stories and bring together people with something in common: a connection to this place.
We believe that informing means taking part. It means listening to those who live in the city, making room for local culture, sharing discoveries and bringing what deserves attention into the conversation. Our commitment lies in responsible reporting, the curiosity that drives us and respect for those who trust our perspective.
The city changes, and we keep moving. Now our story has a new expression: doni. A name rooted in De Olho na Ilha that conveys the closeness we want to cultivate every day. We are evolving how we present ourselves, bringing our experience, our connections and our desire to keep discovering.
We want to be where life happens. To celebrate achievements, open conversations, follow changes and help everyone feel more connected to Florianópolis. Nineteen years of history, with many stories still to come. We are doni. Keeping an eye on the island, close to the people who belong to it.
By Dudu Gentil
Connection. Trust. Experience.
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