Ideas weren't born
to fit the same mold.
Today you can build an entire brand on a Sunday afternoon. Logo, palette, fonts, ten posts and the captions to go with them. It works, it looks good, and it looks exactly like your competitor who did the same thing last Sunday. Tools got fast and cheap. They deliver shape. They don't deliver identity.
What no tool has automated yet is someone sitting down to really understand what you do. That is still a conversation, it still takes time, and it still depends on one person paying attention to another. It's the step everyone wants to skip because there's no shortcut for it. And it's exactly the step that decides whether your brand looks like you or like the template you used.
Ugly brands are almost extinct. Templates fixed that. What's left is a sea of pretty brands that don't know what they want to say, and beauty without direction is just decoration. Your brand probably doesn't need to look prettier. It needs to decide what it wants to say before it picks a color.
Being human doesn't mean getting everything right 100% of the time. Mistakes are part of it, and so are the wins. People are made of stories, references, pain and comebacks. Skip that when you talk about your brand and you erase who you are and settle for what everyone else already has. That's why I'm here: to listen to those stories and show the world who you are, in a way that feels human.
Everything that gives your brand its shape: visual identity, campaign assets, everyday materials, and one direction so all of it speaks the same language.
Planning, ideas, scripts, design, captions and scheduling. Not just to keep the feed alive, but so your brand always has something worth saying.
Finding the place your brand wants to own, and turning it into a name, a language, an aesthetic and choices that actually make sense together.
What's worth saying, to whom, and in what order. The part that comes before anyone starts making content.
Building and managing ads that bring people to your brand, your offer, your website or your campaign.
For when something new needs to arrive with a bang: a product, a service, a collection, an event or a whole brand.
Videos that introduce, explain, show the process and the behind the scenes, or simply put an idea in motion.
Photos of your product, service, team or space, made so your brand has images of its own instead of stock photos anyone can use.
Pages that explain what you do, organize the details and make it easy for people to get in touch or buy.
Conversation, context and what bothers you. Before opening any file, I learn what your brand already carries and where it still looks like everyone else.
What is worth saying and what stays out. Without direction, a brand says everything at once and nothing lands.
Identity, color, type and pieces. This is where direction stops being a conversation and becomes something you can see.
The identity leaves the guidelines and goes where your brand lives: posts, stories, video, website, ads. Each format has its own rules, and your brand stays recognizable in all of them.
What worked stays, what didn't changes. The cycle starts again, now with data instead of guesses.
Conversation, context and what bothers you. Before opening any file, I learn what your brand already carries and where it still looks like everyone else.
What is worth saying and what stays out. Without direction, a brand says everything at once and nothing lands.
Identity, color, type and pieces. This is where direction stops being a conversation and becomes something you can see.
The identity leaves the guidelines and goes where your brand lives: posts, stories, video, website, ads. Each format has its own rules, and your brand stays recognizable in all of them.
What worked stays, what didn't changes. The cycle starts again, now with data instead of guesses.
I'm a creative director. But long before that job had a name, I was the kid who couldn't stay away from making things.
I started without knowing it could be a profession. Photoscape, Tumblr, fan pages, collages, design, music. It was never a phase. Anything that involved creating got all my attention and care, so when it was time to choose a career, I just followed the path my world already turned around.
Building KAEV taught me how I want to work: with people, not with target audiences.
A brand doesn't talk to a persona, a number or an age range. It talks to a person. And people can tell right away when there is only a formula on the other side, a copied trend, a caption that could belong to anyone.
Doing more of the same never interested me. What drives me is understanding what's underneath, organizing it and giving it shape.
I'm based in Brazil and I work in English, with hours that overlap US business hours.
What matters most to me is being real. Human to human. Communication with warmth, with a face, with someone behind it.
