Crafting a retail brand from scratch.
When a new optical store decided to open its doors in Ipanema, Rio de Janeiro – Brazil, all they had was a name. No visuals. No space. No story yet. I was invited onboard right at the beginning, tasked with translating this blank canvas into a full brand identity while supporting the physical and digital rollout of a new sophisticated retail business.
Years
2018-2020
Clients
Milano Atelier Ottico
Toolset
Adobe Creative Cloud (Illustrator, InDesign) / Canva / Google Workspace / Trello / Instagram / Buffer
Challenge
Branding from a blank page.
Milano was an idea in the minds of its founders: a boutique optical store offering high-end eyewear. The business had a name that nodded to elegance and family heritage, but nothing else defined. No logo, no visual system, no store design, just a clear ambition to become a memorable presence in Rio de Janeiro.
I stepped in as brand designer, and from day one, the challenge as more than just logo creation. This was about building a visual feeling, one that could translate seamlessly across signage, shelves, catalogs, and social feeds.
Process
Steering with visual foundations.
Rather than rushing straight into pixel pushing, We started with a strategy first: understanding the environment, target audience, and positioning. Milano needed to stand out in a competitive local retail scene, translating elegance and modernity, with some craft feeling.
I developed then three visual identity directions, each grounded in a distinct personality. These options explored different expressions of sophistication, ranging from minimalist styles to friendly and bold fusions. After a feedback session with the founders, we landed on a favourite that balanced sleek geometry with slate tones.
Solution
Bringing a visual identity to life.
Once the brand direction was locked, was then time to take care of rollout: from business cards and stationery to key visuals, store-front signage, and even the interior feel of the space. Every touchpoint was considered with the same care, minimal, modern and timeless feeling.
I also art directed and designed a catalogue to reflect Milano’s curated feel. To help them hit the ground running on social media, I stepped in to support their initial Instagram presence, creating a dynamic look across campaigns, launches, and continued content.
We created a consistent and memorable visual platform, an identity that wouldn’t need to scream, just whisper it’s confident style.
Results
A seamless visual narrative platform.
Milano opened its doors with an identity stablished. Customers walked into a space that looked refined and consistent, with a digital presence could match the same brand’s tone.
The Milano team had the components they needed to carry the brand forward, and confidence that it represented who they were, while reflecting their audience aspirations.
By setting up the brand’s foundations thoughtfully and holistically, we gave Milano more than just a “logo.” We gave it an adaptable and expressive visual system capable of scaling as the business grows, a system that still shapes most of their presence today.
Takeaways
Why starting brands right matters.
This project reinforces me of the power of beginning strategically with visual identities. So many projects start straight with operational efforts and later struggle to unify their brand touchpoints. Milano’s clean slate was a gift, and by embedding an holistic thinking across both physical and digital spaces, we helped set the foundations for a comprehensive and consistent customer experience.
It also reaffirms a longtime passion for bridging strategy and visuals. Good design isn’t just what it looks like, it’s how it works everywhere.