pleased to meet you
Learn how the way I work might support your brand to create a meaningful bond with your audience.
drive
When in childhood, I used to disassemble all the objects of my parents’ house, driving them crazy! Now I know that what I really wanted with this was to understand how those things were made, their structure, and also how they function the way they did.
Since then, curiosity has been driving my life, which led me to my first serious creative endeavour as a teenager: composing music. From there, it was just a matter of time until discovering and falling in love for Graphic Design and, later on, for Psychology.
approach
The essence of your brand is already there, and together we’re going to reveal it. For this, my approach is based on the balancing of perception and judgement: starting by your point of view, my work is to listen and, then, to orient us through this process, until the authentic design of your brand comes forth.
By combining analysis and creativity, we’ll dive into the fundamentals of your brand to emerge with its unique form. To make it happen, we’ll use a range of complementary knowledges: Gestalt Psychology, color essentials, and graphic design principles are some of them.
background
Before working as a freelance designer, I worked in several agencies in different roles, such as creative director, art director, and partner in one of them. Besides, I’m a former professor of Graphic Design, Advertising, Fashion, and MBA in Marketing Management at Brazilian universities.
Graduated in Graphic Design with an MBA in Digital Marketing, I’ve been kept myself studying, attending extra courses, workshops, and conferences along more than a decade. Currently, I’m striving to improve my skills as a graphic designer through a complementary degree in Psychology.
ARK method™
After a few years of prototyping, I created my work method in 2013, called ARK™. Since then, I’ve been continuously designing tools within a framework based on Design and related knowledge, involving Psychology, Linguistics, Marketing, and Communication.
Over time, the method’s idea was synthesized and ARK™ became an acronym, meaning Aspiration, Recognition, and Knowledge, important values that orient the design process.
A
Aspiration
Aspiring the authentic expression of your brand requires a strategy: the core emotive concept (usually for startups and growing businesses) and the branding book (usually for established businesses). Both contain your brand’s unique narrative, defined by its values, purpose, and history, but differing in their extension.
R
Recognition
Recognizing the form that has emerged within the process (logo, website, and further designs) as an authentic expression of the brand’s aspiration, representing its core values, happens when that form is perceived and judged as the right one.
K
Knowledge
Knowing the fundamentals of a functional visual identity – one that defines the right boundary to setting your brand apart, creating a field where meaningful bonds can be made (visual identity book and further guidelines).
mission
I capture the nature of brands to, then, visually express them.
In this way, I help serious business owners to actualize the potential of their brands in meaningful visual structures. I believe that images have the unique power to express our authentic stories, so we can stand on solid ground and establish purposeful relationships in life.
I strive for translating the core values and dedication of businesses into timeless emotive and cognitive structures for their brands, be them visual – logos, visual identity guidelines, and websites – or strategic – brand concepts and brand books.
values
- Excellent design requires depth, constant seek for improvement, and determined action;
- Making everything as simple as possible is key to creating, communicating and maintaining a clear meaning;
- Integrating art and science creates amazing possibilities, stirringly expanding the results;
- Actively practicing reciprocity and respecting boundaries maintain the integrity of people, relationships and brands;
- No one knows everything, thus be prepared for, deal with, and learn with the unknown;
- Being thorough, responsible, and yet open in our actions put us in the right time and place: here and now.
vision
Vitor Hugo
Graphic Designer
design@vitorhugo.art