Icons
In developing the iconography for Melvi, I approached each symbol not just as a visual cue, but as a bridge between interface and emotion. These icons are hand-illustrated to translate the human touch into the digital experience — bringing warmth, personality, and an informal sensibility into every interaction.
Rather than relying on rigid geometry or sterile visual language, this library embraces organic lines, subtle imperfections, and approachable forms. The result is an expressive set of graphics that feel familiar rather than generic; they speak the language of people, not machines.
Each icon was crafted with the intention to serve clarity without sacrificing character, so that the overall visual system promotes ease, playfulness, and genuine connection. In a space where tech often feels distant or cold, this library invites users in with a quiet, human-centric voice.
In developing the iconography for Melvi, I approached each symbol not just as a visual cue, but as a bridge between interface and emotion. These icons are hand-illustrated to translate the human touch into the digital experience — bringing warmth, personality, and an informal sensibility into every interaction.
Rather than relying on rigid geometry or sterile visual language, this library embraces organic lines, subtle imperfections, and approachable forms. The result is an expressive set of graphics that feel familiar rather than generic; they speak the language of people, not machines.
Each icon was crafted with the intention to serve clarity without sacrificing character, so that the overall visual system promotes ease, playfulness, and genuine connection. In a space where tech often feels distant or cold, this library invites users in with a quiet, human-centric voice.
Illustrations
The illustration system was created to reinforce Melvi’s most important value: proximity.
Using simple compositions and organic brushes, I focused on achieving a visual language that feels light, approachable, and conversational. The strokes are intentionally soft and imperfect, bringing a hand-made quality that adds warmth and authenticity to the experience.
Rather than abstract metaphors or overly polished characters, the scenes portray families, everyday moments, and the real people behind the app. These illustrations highlight the human side of the service, the relationships, care, and trust that exist beyond the screen.
By balancing simplicity with personality, the visuals help transform the product from a tool into a companion, creating a sense of closeness and emotional connection throughout the journey.
The illustration system was created to reinforce Melvi’s most important value: proximity.
Using simple compositions and organic brushes, I focused on achieving a visual language that feels light, approachable, and conversational. The strokes are intentionally soft and imperfect, bringing a hand-made quality that adds warmth and authenticity to the experience.
Rather than abstract metaphors or overly polished characters, the scenes portray families, everyday moments, and the real people behind the app. These illustrations highlight the human side of the service, the relationships, care, and trust that exist beyond the screen.
By balancing simplicity with personality, the visuals help transform the product from a tool into a companion, creating a sense of closeness and emotional connection throughout the journey.
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