Brand Workshop, Brand Naming, Brand Strategy, Positioning & Messaging, Visual Identity, Illustrations, Motion Graphics, Brand Guidelines & Brand Applications

Giovanna started as a freelance English teacher with a clear pedagogical conviction: real language learning doesn't come from repetition and memorization, it comes from genuine immersion. Her approach worked, demand grew, and she found herself at a turning point. The personal reputation she had built was real, but it was tied entirely to her as an individual. To grow sustainably and reach a broader market, she needed to transform what she'd built into something larger than herself: a brand with its own identity, presence, and vision.

The English education market in Brazil is crowded and, for the most part, visually and conceptually undifferentiated. Most schools compete on price, convenience, or credential stacking, rarely on the quality or philosophy of the learning experience itself. Immersy's model, teachers visiting students at home, individually or in groups, was genuinely different. The challenge was to build a brand that made that difference legible and memorable, while also transitioning Giovanna from a freelancer with loyal clients into a founder with a scalable operation. Everything had to be built from scratch: name, strategy, verbal identity, visual language, and the connective tissue between all of them.

We started with strategy, running workshops with Giovanna to define the brand's foundations: its purpose, personality, archetype, audience, and tone of voice. The naming came directly from the school's core idea. "Immersion" became Immersy, a name that carries the philosophy inside it while feeling modern, friendly, and easy to remember. The "y" ending adds a lightness that keeps it from feeling academic or institutional. The visual identity followed the same logic: custom typography built around a fluid, distinctive "m" that reinforces the brand's character, a vibrant color palette that signals energy and curiosity without falling into the generic palette of edtech, and an illustration system that adds warmth and narrative presence across every touchpoint. The result is a brand that feels as thoughtful as the teaching method behind it, and distinct enough to grow well beyond its founder.

Creative Direction: Arthur Galvão
Research, Strategy & Verbal Identity: Arthur Galvão
Brand Naming: Arthur Galvão & Mateus Ritter
Brand Design: Arthur Galvão & Thiago Ildefonso
Illustrations: Pablo Stanley & Luana Miotelli
Motion Graphics: Klayton Fadul
Case Study Finalist: Xico Libório