Higor Marcelino

Context

Highly saturated food market where most brands rely on short-term promotion and interchangeable visuals.

Concept

Bagano was built as a cultural definition rather than a restaurant brand. The goal was to move beyond traditional identity and position the brand as an active voice within food culture.

Approach

As co-founder and creative lead, I was responsible for defining the brand direction and leading its execution across multiple fronts.

• Developed the visual identity system, combining structured typography with expressive collage to balance consistency and flexibility
• Defined the brand positioning beyond restaurant → cultural platform
• Built a scalable system designed to operate across content, events and physical touchpoints
• Led and directed creative output, aligning design, content and video into a cohesive brand voice
• Structured workflows to enable high-frequency content production without losing consistency, including real-time coverage during events such as Congresso Raízes

Context

A Brazilian-founded clinic in Abu Dhabi needed a brand capable of operating across cultures, languages and industries.

Concept

The identity is built on duality, connecting macro architecture and micro human structure. It reflects the intersection between clinical precision and aesthetic sensibility.

Approach

Designed a cross-cultural and scalable system capable of expanding beyond healthcare into retail and product.

• Developed a symbol derived from two scales: the Louvre Abu Dhabi dome and human skin texture
• Built a bilingual identity system where Arabic and English operate as parallel visual structures
• Ensured visual balance across scripts without treating Arabic as a secondary layer
• Structured the system to scale from clinical environments to fashion products (UPF 50+ line)
• Maintained a refined and minimal direction to support premium positioning

Context

Italian restaurant concept entering a saturated and highly competitive food market.

Concept

Piastro was designed as a constructed cultural artifact. Instead of referencing Italy literally, the brand builds its own internal logic that feels authentic and intuitive.

Approach

Created a cohesive brand system where naming, language and visual identity operate as one structure.

• Developed the name by combining "piatto" (plate) and "astro" (star), drawing on Italian phonetics to create a new but familiar term
• Designed a custom typeface to balance classical references with contemporary tension
• Built Astroclub as a sub-brand, transforming loyalty into a cultural and community layer
• Ensured the system expands consistently across space, digital and product

Context

Multi-specialty clinic requiring trust, clarity and consistency across all patient touchpoints.

Concept

The brand is rooted in the five senses, treating perception as a structured system rather than a symbolic reference. The goal was to align identity, space and experience into a single cohesive logic.

Approach

Translated the concept into a system directly connected to the physical environment and cultural context.

• Derived the symbol from the architectural floor plan, linking identity to spatial experience
• Built the visual system around Brazilian modernism, referencing Athos Bulcão
• Developed a custom tile pattern applied across both digital and physical environments
• Ensured consistency across all touchpoints, from signage to interface elements
• Designed for calmness and clarity while maintaining a strong and distinctive presence