Key Visual
Concept
The eye-catch element is the primal form of the Brazilian cherry, used to ornament the typography and to work as a small but powerful element that will dialog with the identity.
Project information
Casa das Pitangueiras is a boutique hospitality brand created to reflect the spirit, lifestyle, and sensory experience of a coastal guesthouse — rooted in place, story, and local climate.
I led this project end-to-end — from strategic discovery and brand positioning through creative direction, visual system design, and final deliverables. Starting with an in-depth exploration of the guesthouse’s values, regional context, and symbolic references, I defined the brand’s core narrative and emotional purpose to guide all visual decisions.
Guided by that strategic foundation, I developed the complete brand identity system including logotype, typographic system, tonal palette, graphic architecture, and supporting elements that express a sense of calm sophistication, tactile warmth, and experiential richness. The design system serves as a cohesive visual platform that communicates Casa das Pitangueiras’ unique personality across physical signage, printed materials, and digital applications.
The resulting identity elegantly bridges the brand’s narrative with sensory experience — helping the guesthouse communicate its essence to guests and stakeholders with clarity and emotional resonance.
Outcomes
Brand Strategy, Positioning, Creative Direction, Visual Identity & System Guidelines
Casa das Pitangueiras is a boutique hospitality brand created to reflect the spirit, lifestyle, and sensory experience of a coastal guesthouse — rooted in place, story, and local climate.
I led this project end-to-end — from strategic discovery and brand positioning through creative direction, visual system design, and final deliverables. Starting with an in-depth exploration of the guesthouse’s values, regional context, and symbolic references, I defined the brand’s core narrative and emotional purpose to guide all visual decisions.
Guided by that strategic foundation, I developed the complete brand identity system including logotype, typographic system, tonal palette, graphic architecture, and supporting elements that express a sense of calm sophistication, tactile warmth, and experiential richness. The design system serves as a cohesive visual platform that communicates Casa das Pitangueiras’ unique personality across physical signage, printed materials, and digital applications.
The resulting identity elegantly bridges the brand’s narrative with sensory experience — helping the guesthouse communicate its essence to guests and stakeholders with clarity and emotional resonance.
Outcomes
Brand Strategy, Positioning, Creative Direction, Visual Identity & System Guidelines
São Paulo
State of São Paulo
Brazil
2022
State of São Paulo
Brazil
2022