Art Direction

The curve wraps the key visual around the room, so the shapes read as architecture, not a projected slide.

Facebook supplied the elements. I composed the key visual: shapes clustered right and bleeding off the frame, the left third left quiet for type. Every piece that follows adapts this base.

3D render

As built

I proposed the How to Fascinate personality test as the structure of the day. Its seven archetypes became the colors of everything that followed, starting with four flat-color modules where credentials were picked up.

I designed the uniform: one muted pink jumpsuit, a key visual shape on the shoulder, a line drawing at the hem. Against four saturated walls, the single soft tone keeps the team readable as a group and leaves the color to the scenography.

Shape carries the hierarchy, color carries the archetype: round primary, square secondary, same seven colors. On the lanyard, the pair reads at a glance. 675 + 675 pins, 330 credentials.

Primary and secondary archetypes crossed on one grid, in the pin colors, so any pin pair maps straight to one cell.

My idea. I hired Projeto Quixote, which teaches graffiti to vulnerable children and teenagers. Attendees wrote over the shapes.

Kaftans by Rede Asta, made from fabric donated by large brands. Like the wall, the gift came from the third sector. Both were my idea, and I hired both.

When the restaurant closed for renovation, the tree told it: bare branches at the closing, in bloom for the reopening.

The same idea, by email: “A new cycle is beginning.” Then: “Come taste the new.”

The tree left the page: the chef had it painted on the restaurant's facade.

Apron, bill folder, the Friday menu: the same tree, cropped to fit each object.

For a summer of Sunday boteco nights I made the logo and every piece: menus, coasters, matchboxes, the bottle label.

The food truck needed a street voice: a rougher, stamped logo, and the ipê climbing the back of the van. On the street, the same system reached the chalkboard menu.

Each regional festival got its own menu, one state at a time, read like a field journal: the ingredients, the people, the place. Photography supplied by the restaurant; I designed the layout.

The internal event where the company set out its new position, as Fred Trajano took over. I made the event identity and the 60+ screens of his stage presentation, and supervised the films produced for it, turning the strategy into one line: from a traditional company with a digital area, to a digital company with physical stores and human warmth.

Frames from the same set of films.

Luiza Helena Trajano, in the event identity.