Olhartes, the Brazilian art curation brand
A Brazilian art brand built as a flexible system, where identity emerges through expression, not restriction.
Olhartes was created to operate in the intersection between art, culture, and commerce, targeting an audience that values aesthetics, meaning, and collectability.
The brand needed to position itself beyond a traditional gallery or decorative art space, establishing a more curated, elevated, and culturally grounded presence.
Tools
Photoshop · Illustrator · User Research · After Effects
Skills
Brand Strategy · Visual Identity · Art Direction · Design Systems · Typography
Creative Direction · Cultural Positioning
THE CHALLENGE
How can we create a brand
that supports artistic expression while maintaining a strong and recognizable identity?
The identity was built on the idea that Brazilian culture is not a single narrative, but a composition of multiple voices, regions, and visual languages.
Instead of locking the brand into a rigid system, we designed it as a structure that enables variation.
A key decision was the creation of a five-color system, each representing different regions of Brazil. This became both a symbolic layer and a functional tool, allowing the brand to shift its tone while staying coherent.
Typography and composition were treated as stabilizing elements, creating balance against the expressive use of color. The result is a system where control and freedom coexist.
KEY WORK
How do you design first-contact communications that feel truly premium and not just promotional?
I developed the brand’s visual system, including color logic, typographic direction, and compositional rules.
The work focused on creating a structure that allows variation without fragmentation, enabling the brand to behave consistently across different applications while remaining expressive.
I worked across concept, strategy, and visual design, helping define the core idea of the brand and translating it into a flexible identity system.
My focus was to ensure that the brand could evolve visually without losing clarity, recognition, or positioning.
Why this project matters
Olhartes established a distinctive and expandable identity, capable of adapting to different contexts without losing its essence.
The brand communicates with a more sophisticated audience while maintaining a strong connection to Brazilian culture.
This project represents a shift from static branding to living systems.
It shows how identity can be designed to evolve, supporting expression
while preserving structure, a key capability for brands operating in cultural
and creative spaces.
