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Branding and Strategic Design

Branding is more than just creating a logo; it's about shaping a story, building a community, and forging meaningful connections with your audience. I approach every branding project with a holistic perspective, applying Design Thinking principles to create brands that resonate and inspire.

Here’s how I go about it:

Deep Dive Investigation: My journey begins with in-depth research, analyzing the market, understanding your target audience, and studying the competition.
Concept Development: I then work to develop a compelling brand concept that captures the essence of your brand and sets it apart from the competition.
Problem-Solving: I'm not afraid to tackle complex challenges, always seeking to understand the core issues and find creative solutions.
Iterative Design: I embrace the iterative design process, continually refining and improving my designs based on feedback and insights.
Activation: My goal is to create brands that connect with people on a deeper level. I use a combination of online and in-person activations to bring your brand to life.
Meaningful Connections: I believe that strong branding should connect with people's emotions and values. I work to create brands that are authentic, engaging, and resonate with their target audiences.

I've had the opportunity to work with brands in a diverse range of fields, including food, logistics, sustainable experiences, and industry. I bring this experience and my commitment to a human-centered approach to every project. I believe that a successful brand is not just a logo, but a compelling story that people want to connect with.

Here’s how I go about it:

Deep Dive Investigation: My journey begins with in-depth research, analyzing the market, understanding your target audience, and studying the competition.
Concept Development: I then work to develop a compelling brand concept that captures the essence of your brand and sets it apart from the competition.
Problem-Solving: I'm not afraid to tackle complex challenges, always seeking to understand the core issues and find creative solutions.
Iterative Design: I embrace the iterative design process, continually refining and improving my designs based on feedback and insights.
Activation: My goal is to create brands that connect with people on a deeper level. I use a combination of online and in-person activations to bring your brand to life.
Meaningful Connections: I believe that strong branding should connect with people's emotions and values. I work to create brands that are authentic, engaging, and resonate with their target audiences.

One of the Branding projects I am proud of is The Reciclando Valores brand identity, which began with a challenge: how do you visually represent the often-intangible concept of sustainable experiences? The initial brief focused on creating a brand identity that resonated with the company's mission of promoting environmentally conscious practices, fostering a connection with audiences while communicating a sense of purpose and impact.

My design process began with in-depth research. I delved into the organization's values, their target audience, and the broader landscape of sustainability initiatives. It quickly became apparent that simply showcasing eco-friendly products wasn't sufficient. The focus needed to shift to creating a brand that inspired action and demonstrated the transformative power of sustainable choices.

The name, "Reciclando Valores" (Recycling Values), emerged from this insight. It captured the essence of the brand's dual focus: the literal recycling of materials and the revaluation of our relationship with the environment. It implied a shift in mindset—a conscious recognition of the inherent value in responsible practices.

To visually convey this message of transformation and circularity, I opted for a logo that resembled the infinite loop of the circular economy, using a color palette inspired by nature’s own hues—muted greens and earthy tones, evoking a sense of both tranquility and renewal. This simple yet powerful graphic became the core of the brand identity.

The overall branding focused on creating a visually cohesive system, using the selected color palette, typography, and imagery across all platforms. The goal was to construct a flexible yet consistent brand identity, capable of translating the company's mission into compelling visuals that resonated with their audiences. The result is a visual language that's not only aesthetically pleasing but also deeply connected to the brand's mission, creating a memorable and meaningful brand identity that inspires sustainable practices.