Real cases, decisions explained.

The problem, the design decisions, how the solution was built and what changed in the product.

Citizen service

MT Cidadão 2.0

Priority services, documents and pending items in a clear mobile experience — with the brand gaining motion of its own.

See the case study
MT Cidadão app login screen
MT Cidadão app home screen, with quick access and prioritised items

Services and portals

Branding · Brand identity

An identity doesn’t start with the logo.

It starts with what the brand needs to stand for. Before thinking about form, I work to understand context, audience and perception. From there I explore ideas, test proportions and rule out the obvious answers until a visual language of its own emerges.

The result has to be recognisable, consistent and able to work across different contexts without losing its identity.

Process · The gesture before the form
Hand study of the Slowtake brand
Construction · Proportion and signature
Hand study of the Reburn brand
Iteration · Form and meaning
A page of sketches with several directions for a symbol
Exploration · Many directions before one choice
  1. 01

    Essence

    Listening, context and positioning to find what the brand needs to express.

  2. 02

    Exploration

    Hand drawings and visual directions that turn abstract ideas into forms of their own.

  3. 03

    System

    Digitisation, refinement and usage rules so the identity works beyond the logo.

Result

Brands I created

Visual systems built for different contexts, each with its own language, contrast and personality.

01

Instituto Carla Barbosa

Hair medicine

Versions on dark and light backgrounds

02

Slowtake

Audiovisual

Wordmark and colour variation

03

Thiago Antonio

Legal

Visual authority with positive and negative signatures