Higor Marcelino — Brand Designer & Creative Director

✦ Selected work — click to explore

Selected work focused on branding, campaigns and digital content.

Bagano MKT

Self-brand · Agency · Gastronomy

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B.SK Medical

International · EN/Arabic · Abu Dhabi

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Piastro Cucina

End-to-end brand · Food & Bev · BC

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Sensi Clínica

Brand system · Naming · Architecture · Recife

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📁 Cases

Bagano MKT

Naming · Self-branding · Balneário Camboriú · 2024–present

Independent creative agency focused on gastronomy and hospitality, built from scratch — from naming and positioning to execution and content. In 2025, provided real-time marketing coverage for Congresso Raízes, Brazil's largest gastronomy congress.

Built to balance classic European references with a contemporary, culture-driven approach to food.

The identity combines elegant typography with a bold visual language, creating a brand that feels both premium and approachable.

As a co-founder, I led the brand from naming to execution, building its presence through social content, video and physical applications.

🍽️ 25,000+

Raízes 2025 attendees

🟢 Active

Operating agency, 2024–now

⚡ 4 areas

Strategy · Copy · AV · Design

🧠 Key design decisions

01

Name from slang, positioned as identity. Bagano is Brazilian slang for something strong, excessive, impressive. The name became the brief — irreverent, opinionated, made for gastronomy culture.

02

Dictionary definition as the logo. The hero visual is Bagano defined like a dictionary entry — a typographic statement that is the brand, not just communication.

03

Gastronomy as cultural territory. Bagano doesn't market restaurants — it operates inside food culture. The Raízes congress coverage was journalism + content + brand, all at once.

B.SK — Beyond Skin

Branding · Fever Marketing · Abu Dhabi, UAE · 2023

International identity for a Brazilian-founded clinic in Abu Dhabi. Symbol derived from the Louvre Abu Dhabi dome and the micro-lines of human skin. Designed bilingually in English and Arabic from day one — later scaled into a UPF 50+ fashion line sold at the Ritz Carlton Abu Dhabi.

Built around a scalable system — the identity expanded from a healthcare clinic into a UPF 50+ fashion line without losing coherence.

Clean, refined, clinical. A visual direction that holds its own from hospital wall to Ritz Carlton retail floor.

⭐ 5 stars

173 verified reviews

🏨 Ritz Carlton

Fashion pop-up, Abu Dhabi

🌐 Bilingual

EN + Arabic system

🧠 Key design decisions

01

Symbol derived from two scales. The Louvre Abu Dhabi's dome geometry (macro) and the micro-texture of human skin (micro) — two circular, layered structures that gave the mark its concept and its context.

02

Arabic from day one, not translation. The Arabic version wasn't localised — it was co-designed. Different letterform logic, same visual weight and precision.

03

Brand scaled into product. The UPF 50+ line extended the identity into fashion — the brand mark, colour system, and tone moved from clinic to Ritz Carlton retail without adaptation.

Piastro Cucina

Branding · Naming · Bagano MKT · Balneário Camboriú · 2025

Contemporary Italian restaurant built from scratch — naming (Piatto + Astro), custom typeface, Italian-named colour palette, and a community sub-brand (Astroclub). Listed in BC Convention as a reference dining destination in Balneário Camboriú.

Created to stand out in a saturated food market — bold name, singular typeface, palette named in Italian, sub-brand for the community.

Works seamlessly across packaging, in-store materials and social — one cohesive system from the menu to the merch.

📍 BC ref.

Listed in city guide

⭐ Astroclub

Community sub-brand

📦 Full system

Naming → packaging → video

🧠 Key design decisions

01

The name is a compound. Piatto (plate) + Astro (star) = Piastro — a word that doesn't exist in Italian, but sounds completely natural. The naming logic was designed to be discovered, not explained.

02

Italian colour naming as brand language. Palette names like Nebbia, Avorio, and Notte give the colour system cultural weight and are used across the entire identity.

03

Astroclub as a loyalty universe. A sub-brand that rewards regulars — not a loyalty card, but a membership identity with its own visual language and apparel.

Sensi Clínica

Branding · Naming · Fever Marketing · Recife, Brazil · 2023

Full brand system built around the five senses. The symbol was derived from the clinic's architectural floor plan — the spatial layout forming the letter S, referencing Brazilian modernism and Athos Bulcão. The graphic pattern was commissioned as custom tiles installed throughout the clinic's interior.

Developed for a large multi-specialty clinic where trust and legibility aren't optional — the identity had to work at every scale and touchpoint.

The system holds across signage, digital, print and architecture — including custom tiles installed throughout the clinic's interior.

🏆 Market ref.

Premium segment, Recife

✦ End-to-end

Naming → physical space

🔷 Tiles

Pattern applied to architecture

🧠 Key design decisions

01

Symbol from architecture. The "S" mark wasn't drawn — it was traced from the floor plan of the clinic itself, making the space and the brand literally the same object.

02

Brazilian modernism as reference. Athos Bulcão's tile work (Brasília, 1960s) was the cultural anchor — graphic, geometric, yet warm. The brand's pattern lives both on screen and fired in ceramic.

03

Five senses as naming logic. Every touchpoint — scent, texture, colour palette, sound — was designed as part of the brand system, not decoration.

🔬 Process

✏️ Sketches

💡 Concept exploration

🔁 Iterations

🔺 Symbol construction

🎨 Colour testing

📐 Mockups

🗂 More work

Bagano MKT — Motion

Social reels · Brand activation · Gastronomy