I design brandsfrom the strategy up.

I’m a brand designer and strategist based in São Paulo, Brazil. I take brands from positioning to a complete identity system: strategy and tone of voice, logo, colour, typography, packaging and guidelines.

At Plau, a branding and type design studio in Rio de Janeiro, I led the rebrand of Época Cosméticos, one of Brazil’s largest online beauty retailers, and was responsible for the whole brand strategy of Jappa da Quitanda. Rio Carnaval, which we created in collaboration with Tátil, won two Gold Lions at Cannes Lions 2022.

At the fintech Wincred, in growth marketing, I applied the same thinking to performance. I developed the company’s new website, a funnel dashboard that shows where people drop off before contracting, a campaign log that records every hypothesis and result, and a multi-agent AI system with its governance.

I’m open to brand design and brand strategy roles.