DIRECTION To have a jewel from this workshop is like holding art and a piece of Portuguese history
INSPIRATION Imprimerie du Marais

THE IDENTITY
The Oficina logo was designed by Jil Martel, a junior designer at the time, under my direction. The proposal involved a multifaceted approach to communication, encompassing both history and art. In addition, it involved meticulous preparation for a new segment: like a luxury brand. This expansion led to a complex
branding universe, with four typefaces necessary to infuse creativity into the details for an extensive catalog and website.

THE POSITIONING
My bet to display the jewelry pieces against a dark background, accentuated the intricacy of the filigree and ensured the artistic heritage, was properly showcased. This approach was aligned with the high standards expected for artifacts of a luxury brand. The typefaces, dance among themselves, yet they do not detract from the following: one touch is enough to feel Oficina’s excellence.

THE PURPOSE
The new positioning called for a professional, efficient catalog that would truly stand out. At this stage, I decided to incorporate a frame into all the pieces that were photographed, in order to create a visual scale. The catalog’s diverse typeface selection ensures optimal readability, while the incorporation of photos, editorials, and frames enhances the visual appeal of each piece.

THE WEBSITE
Oficina’s digital presence evolved into a catalog in itself, visually resembling a museum’s web experience. Micro interactions, arches that create the same frame effect and give rise to many filigree pieces, provide weight and presence to the family that has been producing these works of art for five generations.

DIRECTION Gamify the experience and make more personal
INSPIRATION Shipt + The Sims

I D E N T I T Y
The creation of a brand manual with a color palette, icons, and font selection is essential for enhancing the perception of a digital brand, particularly for a service that is not easily visible. The “product” is contextualized with visual metaphors and infographics, leading to the delivery service and shopper, creating a strong digital identity centered on Mercadão.pt

THE ICONS
When we initiated the photo shoot process, our primary objective was to enhance Mercadão’s visual
system. Consequently, the bag, cart, and basket were the primary icons. I designed the Mercadão bag with production in mind, taking into account elements such as a prominent logo and good enough contrast. Additionally, I painted the shopping cart and basket green. In the shotlist I provided for the shopper, it was already included elements that would be very useful for the landing pages and digital campaigns. By deconstructing these elements, I was able to assemble a “visual alphabet” with approximately 55 image blocks for ads, newsletter and landing pages.

THE CAMPAIGNS
All photo production was created for static and animated content that satisfied the requirements for social media, Google Ads, Meta Ads, and other multi-channel content. The visual strategy was implemented across the website and a landing page, to capture new leads who received a themed newsletter, segmented from Churn and Lost clients. I developed up to four campaigns per month, with one campaign developed per week.

THE ADVERTISING SPOT
In film productions, the storyboard was designed from the customer’s perspective, taking into account factors such as their conversion rates on landing pages, the points where they felt most understood through the newsletters, and the key visual elements that performed better in ads. Following the completion of the final edit, including the addition of stills and minor adjustments, animations were produced for various social networks.

DIRECTION Rendezvous, sensual and decadent
INSPIRATION In the Mood for Love & Matisse

THE IDENTITY
Affair is a romantic idea, so that’s how the idea of looking for serifs with ears, spurs, and pronounced arms began—and ones with food names (it’s a restaurant, why not?). The “ff” ligature, which was part of the vision, is used for a light touch of decadence, a nostalgic love. For the branding, I expanded icons and the muse - Carlota - they were born to craft a narrative that cohesively binds the space, which presented a physical challenge due to its two-floor layout with distinct functions.

THE SPACE
This narrative was incorporated into the graphic design of the space, along with signage and messages dispersed throughout. The muse Carlota is depicted, drawing inspiration from Matisse’s simplified forms - the shapes - a testament to the pursuit of pleasure and aesthetic perfection, aligning with the highest standards of culinary excellence.

THE MENU CHALLENGES
It was a real challenge to design an A3 size menu that is a blend of Portuguese and French culinary, with dishes named after Portuguese cities/locations and on top of that - translated into three languages. My first attempt was to design a menu that felt like a diary, with manual cloth binding made by me. Unfortunately, it was not approved due to production costs. To adapt, the A3 menu contemplated the icons, resembling letter stamps - my idea to still evoque the feeling of an artifact.

THE COCKTAILS
The signature cocktails are deserving of a different highlight and strategy. The concept was developed into a series of collectible postcards, featuring the cocktail recipe and a unique illustration from four works by Matisse and four by Picasso. This initiative highlights the real-life dynamic between the artists, characterized by a mutual admiration and inspiration, with a muse consistently present in their works.