Brand Strategy, Visual Identity, Motion Graphics, Brand Guidelines, Brand Applications, Web Design & Development

Adriana Casella is an architect with over 20 years of practice and 20 consecutive recognitions at the Top of Mind & Decorar award, one of the most prestigious in the Brazilian interior design and architecture market. Operating from offices in Alphaville, Brazil, and Cascais, Portugal, she had built a career defined by artistic vision, technical precision, and spaces that go beyond aesthetics to create lasting emotional connections. The reputation was earned. What hadn't been built yet was the brand to match it.

Turning a celebrated individual into an iconic brand is a fundamentally different problem from building a brand for a company. The person is already the product: their sensibility, their history, their way of seeing. The risk of getting it wrong runs in both directions. A brand that leans too hard on credentials becomes a portfolio with a logo. One that over-aestheticizes loses the substance underneath. For Casella, the work required capturing Adriana's singular artistic vision while also making room for her team, positioning them as an extension of that vision rather than anonymous contributors. The brand had to carry both the founder's identity and the studio's collective ambition, and hold that tension gracefully across two countries and multiple market contexts.

We started from positioning: Casella Arquitetura doesn't just design spaces, it translates each client's essence into environments that carry meaning and form lasting connections. That idea became the organizing principle for every decision that followed. The verbal identity was developed to convey sophistication and warmth in equal measure, confident without coldness, personal without being precious. Visually, the system was built for a brand that earns its authority through restraint: refined typography, a controlled palette, and a grid-based visual language that reflects the same precision Adriana brings to her architectural work. Every detail, from strategy to motion, was calibrated to express not just what Casella does, but how it makes people feel. The result is a brand that honors two decades of excellence while building the foundation for what comes next.

Creative Direction: Arthur Galvão
Research, Strategy & Verbal Identity: Arthur Galvão
Brand Design: Arthur Galvão
Motion Graphics: Klayton Fadul, Eliseu Junior
Case Study Finalist: Xico Libório