Concept
Inspired by people and their stories, the project was developed with the concept of humanization.
Logo signing in lower case, the personification of consumers in organic illustrations, vivid colors and simple and direct layouts, we build the universe that translates our beliefs and talks to users eye to eye.
Project information
Melvi is a dynamic brand system conceived to express energy, connectivity, and a forward-thinking personality — designed to engage audiences through visual distinction and systematic flexibility.
I led this project from strategic discovery and brand architecture through creative direction and final design delivery, ensuring that both conceptual clarity and visual execution were aligned with business goals. Beginning with strategic framing, I defined Melvi’s positioning, core narrative, and visual organizing principles to guide all subsequent decisions.
Grounded in this strategic foundation, I developed the complete brand identity system — including the custom logotype, graphic patterns, visual language, typographic hierarchy, and scalable design elements — as well as the comprehensive brand guidelines that enable confident application across digital, print, and environmental contexts. Each design decision was rooted in purposeful thinking, balancing expressive energy with structural cohesion to support Melvi’s broader ambitions.
The resulting identity system provides Melvi with a visually compelling and adaptable brand platform — one that reinforces the brand’s sense of vitality and cohesion across touchpoints.
Outcomes
Brand Strategy, Brand Design, Illustration, Positioning, Creative Direction, Visual Identity & Brand System
Melvi is a dynamic brand system conceived to express energy, connectivity, and a forward-thinking personality — designed to engage audiences through visual distinction and systematic flexibility.
I led this project from strategic discovery and brand architecture through creative direction and final design delivery, ensuring that both conceptual clarity and visual execution were aligned with business goals. Beginning with strategic framing, I defined Melvi’s positioning, core narrative, and visual organizing principles to guide all subsequent decisions.
Grounded in this strategic foundation, I developed the complete brand identity system — including the custom logotype, graphic patterns, visual language, typographic hierarchy, and scalable design elements — as well as the comprehensive brand guidelines that enable confident application across digital, print, and environmental contexts. Each design decision was rooted in purposeful thinking, balancing expressive energy with structural cohesion to support Melvi’s broader ambitions.
The resulting identity system provides Melvi with a visually compelling and adaptable brand platform — one that reinforces the brand’s sense of vitality and cohesion across touchpoints.
Outcomes
Brand Strategy, Brand Design, Illustration, Positioning, Creative Direction, Visual Identity & Brand System
São Paulo
State of São Paulo
Brazil
2022
State of São Paulo
Brazil
2022