The first brand book showed the logo but didn't explain how to apply the brand, so suppliers and agencies couldn't reproduce it faithfully. For the second edition (85 pages, February 2025), I wrote the brief, set the direction for the visual universe and communication chapters, and reviewed every round with the agency that built it.

The visual universe is the part I shaped most: the color scheme, the combinations to use and to avoid, the rules for the proprietary element (two overlapping circles), the support graphics, the layout, and how all of it applies to external and internal communication. I also art-directed a new icon set, drawn by a freelance illustrator.

My role: brief, direction, and review of the visual universe and communication chapters, and art direction of the icon set. The book was built by an agency.

LG's internal communication had an identity of its own, so employees saw a different company from the one clients saw. I brought it under the master brand with the same palette, proprietary element, and photography style. An italic type treatment marks a piece as internal.

The rules now live in the brand book and cover presentations, email, WhatsApp posts, and printed flyers. The brand book pages below compare internal pieces before and after the change.

My role: diagnosis, the internal visual system, its rules in the brand book, and the rollout to internal campaigns.

A closed-door event for airline and travel leaders, hosted by Juspay and Riskified on September 30 at Hotel Emiliano. The theme was boarding: the identity borrows the language of flights, gates, and boarding passes, set in the navy and teal shared by both brands.

I designed the event identity and every piece guests touched: stage and entrance roll-ups, badge and lanyard, presenter cards, table displays, the lunch menu, and a spa gift voucher shaped like a boarding pass.

I also ran production. I listed every printed item, gathered quotes, negotiated with suppliers, and followed each delivery through to the event day.

My role: concept, identity, co-branding with Riskified, print files, budget, and supplier management.

A joint event by LG lugar de gente and Oracle. I created its visual signature, "União de Gigantes, conectando possibilidades" (union of giants, connecting possibilities): two circles, one in LG blue and one in Oracle red, overlapping where the two companies meet.

The mark works on blue, on red, and on white, and it carried through to the invitation, lanyards, mugs, and bottles handed to guests.

My role: visual signature, co-branding rules, event materials, and print files.

LG is a technology company, but its identity was colorful and built around the human side of HR, so the brand read as less technical than the product. This campaign moved it toward innovation. Its line was "Tecnologia que transforma. IA que entrega. RH que evolui." (Technology that transforms. AI that delivers. HR that evolves.)

I created the concept and the visual system (deep blue, orange accents, condensed headlines, and light rings) and rolled it out to event signage, a backlight, presentations, social, and the newsletter.

My role: concept, visual system, and rollout across channels.

Response to an RFP from CPFL, one of Brazil's largest energy groups. The content was dense and technical: Pix on two rails, boleto through issuing banks, security and data residency, a seven-phase rollout, a billing module, and a support severity matrix. I turned each topic into one page a procurement or IT reader could scan in under a minute.

My role: structure, diagrams, layout, and Portuguese copy editing with the sales team.

Carousels and posts about travel payments, airline payments, and agentic commerce for Juspay's Latin America accounts and spokespeople. Each one turns a product claim into a single picture: the same card declined and approved, or an agent paying on the shopper's behalf.

My role: concept, visuals, and Portuguese copy with the marketing team.

Launch video for the new checkout on Market LATAM Pass, the airline's miles marketplace, powered by Juspay. It shows the same purchase before and after: a cart that explains where each mile comes from, a saved card that asks only for the CVV, and the total in miles before you confirm.

My role: script, scene-by-scene direction, UI screens, motion, and final edit.

A short explainer for Brazilian merchants. Orchestration is an abstract product, so the video follows one purchase: the shopper pays, Juspay routes the payment across acquirers, and the merchant sees every transaction in one dashboard while the shopper never notices the layer in between.

My role: Portuguese script, storyboard, animation of the routing diagram, and edit.

Sales needed to show products that partners would only build after signing. I designed clickable flows in each prospect's own brand and recorded them as short loops the team could drop into a call or a deck.

Below: connecting an acquirer from inside Meta's business settings; buying on WhatsApp from Magalu and paying through a Juspay link in two versions (Magalu checkout and Rede checkout); and paying part of a Porto Seguro bill with loyalty points.

My role: flow, UI in each brand's style, prototype, and recording.

Online store for a Brazilian supplement brand: home, product page, and about page. Each product owns one color, which carries from the packaging into its card, its buttons, and its page, so a shopper can tell products apart before reading a word.

My role: sitemap, visual direction, and page layouts.

A presentation template with a cyberpunk direction: blackletter display type, vertical Japanese lettering, and a red and charcoal palette. The images carry the piece: every character was generated to one art direction, so all the slides read as one series.

My role: art direction, image generation and retouching, and layout.