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I help brands be perceived the way they deserve to be. I’m a specialist in branding and packaging for the consumer market, and I build perception through strategic design. As CEO at Hoopen Design Agency in São Paulo, I lead end-to-end creative processes—from concept to final delivery—aligning brand identity, business objectives, and customer experience. I manage teams, develop online and offline campaigns and special projects, and pursue innovation, visual consistency, and measurable results.…I help brands be perceived the way they deserve to be. I’m a specialist in branding and packaging for the consumer market, and I build perception through strategic design. As CEO at Hoopen Design Agency in São Paulo, I lead end-to-end creative processes—from concept to final delivery—aligning brand identity, business objectives, and customer experience. I manage teams, develop online and offline campaigns and special projects, and pursue innovation, visual consistency, and measurable results.

Sergio Passos

Designer, Creative Director, Art Director, +3

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I help brands be perceived the way they deserve to be. I’m a specialist in branding and packaging for the consumer market, and I build perception through strategic design. As CEO at Hoopen Design Agency in São Paulo, I lead end-to-end creative processes—from concept to final delivery—aligning brand identity, business objectives, and customer experience. I manage teams, develop online and offline campaigns and special projects, and pursue innovation, visual consistency, and measurable results.…I help brands be perceived the way they deserve to be. I’m a specialist in branding and packaging for the consumer market, and I build perception through strategic design. As CEO at Hoopen Design Agency in São Paulo, I lead end-to-end creative processes—from concept to final delivery—aligning brand identity, business objectives, and customer experience. I manage teams, develop online and offline campaigns and special projects, and pursue innovation, visual consistency, and measurable results.

Available to hire

I help brands be perceived the way they deserve to be. I’m a specialist in branding and packaging for the consumer market, and I build perception through strategic design.

As CEO at Hoopen Design Agency in São Paulo, I lead end-to-end creative processes—from concept to final delivery—aligning brand identity, business objectives, and customer experience. I manage teams, develop online and offline campaigns and special projects, and pursue innovation, visual consistency, and measurable results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

DaVinci Resolve Studio

Expert

Expert

Expert

Intermediate

Language

Spanish; Castilian

Fluent

English

Fluent

Work Experience

CEO / Design Manager at Hoopen Design Agency

January 1, 2015 - Present

Lead and mentor design teams (9 employees), optimize workflows, and improve individual performance while ensuring talent retention and high-quality delivery. Define and implement creative and strategic vision for the product/service portfolio, aligning design guidelines with business objectives and market expectations, achieving strong brand recognition. Manage the full lifecycle of design projects from planning to delivery, completing approximately 900 projects annually on time and within budget while maintaining quality. Foster cross-functional collaboration among design, marketing, engineering, and sales by translating requirements into impactful design solutions. Drive innovation through ongoing research into trends and new technologies, introducing agile methodologies that increase productivity and keep creative solutions relevant.

CEO & Creative Director at Hoopen Design Agency

January 1, 2015 - Present

Lidero a agência, definindo a visão criativa e estratégica, gerenciando equipes, e supervisionando o portfólio de produtos/serviços para garantir alinhamento com objetivos de negócio, consistência de marca e experiência do cliente. Coordeno aproximadamente 900 projetos anuais, assegurando entrega dentro de prazos e orçamento, com foco em inovação, qualidade e impacto de marca.

Graphic Designer at Exhimia Home

October 1, 2014 - December 1, 2015

Criação de conceitos e estratégias de design, campanhas promocionais, lançamentos de produtos, POS, visual merchandising e projetos 3D.

Senior Art Director at Agência HSTK hola + strike

April 1, 2010 - April 1, 2014

Create visual concepts for promotional and incentive materials, points of sale, packaging, and online and offline media campaigns. Notable project: creation of menus for the Outback Steakhouse restaurant chain. Received Head Officer Award in 2012 - Outback Steakhouse.

Senior Art Director at Agência HSTK

April 1, 2010 - April 1, 2014

Desenvolvimento de conceitos visuais para campanhas promocionais, incentivo, POS, packaging e mídia online/offline. Destaque para menus para a rede Outback Steakhouse; Head Officer Award em 2012.

Promotional Graphic Designer at Questro+

August 1, 2008 - January 1, 2010

Develop design concepts and strategies for promotional campaigns, product launches, points of sale (POS), visual merchandising, and 3D projects. Oversee the full graphic process. Highlight includes POS positioning work for the Advil brand (Wyeth Customer). Awards: POPAI (Gold 1, 2 Silver, 1 Bronze).

Graphic Designer at Questro+

August 1, 2008 - January 1, 2010

Criação de conceitos e estratégias, campanhas promocionais, lançamentos, POS, visual merchandising e projetos 3D; monitoramento de todo o processo gráfico.

Graphic Editor / Art Direction at Felici Design Estratégico

October 1, 2007 - July 1, 2008

Responsible for art direction of two corporate magazines for Tishman Speyer and Febraban, plus visual concepts for online and offline media.

Graphic Editor at Felici Design Estratégico

October 1, 2007 - July 1, 2008

Direção de arte de duas revistas corporativas (Tishman Speyer e Febraban) e visuals para mídia online e offline.

Graphic Editor at Casa Rosada - Comunicação, Fotografia, Marketing

June 1, 2005 - August 1, 2007

Create design concepts for online and offline media. Design and develop dynamic websites and 3D animation. Responsible for layout and artwork for VideoZoom and CarStereoTunning magazines, as well as graphic production.

Graphic Editor at Casa Rosada

June 1, 2005 - August 1, 2007

Concepção de design para mídia online/offline, desenvolvimento de websites dinâmicos e 3D; responsável pela diagramação de publicações.

Senior Photo Editor (and Art Direction projects) at Koletivo/Beto Riginik Photographic Studio

March 1, 2003 - April 1, 2005

Work as an image editor and also as an art director. Editorial projects for fashion and architecture magazines, including cover work for Casa Vogue and Casa Claudia. Campaign work for IBCC (Brazilian Institute for Cancer Control). Fashion editorials for Boutique Daslu and SPFW (São Paulo Fashion Week).

Senior Photo Editor at Koletivo/Beto Riginik Photographic Studio

March 1, 2003 - April 1, 2005

Editor de imagens e direção de arte para projetos editoriais de moda e arquitetura; trabalhos para capas de revistas e campanhas para o IBCC entre outros.

Graphic Editor at STCM Comunications

February 1, 2001 - May 1, 2002

Create and develop graphic projects including editorial design, packaging, and illustration. Projects for major clients such as Renault, Embraer, AES Eletropaulo, Expand Wine, and Citroen.

Graphic Editor at STCM Communications

February 1, 2001 - May 1, 2002

Criação e desenvolvimento de projetos gráficos, editorial, packaging e ilustração para clientes como Renault, Embraer, AES Eletropaulo, entre outros.