The challenge: Overshadowed by taking place in the same space and timeframe as Naturaltech, Bio Brazil Fair needed its own striking identity. I was responsible for building this new persona, developing the Key Visual, color palette, and brand signature from scratch. This new direction brought autonomy to the fair, highlighting its more organic essence and ensuring the prominence and visual differentiation the event demanded.
Copywriting and Project manager: Bruno Santos | Art Direction: Ronni Piovesana
Color Palette: The Organic Universe & Visual Connection
The visual identity was built upon the colors of the organic universe, establishing orange, brown, and green as the primary tones to ensure structural balance. As a cohesion strategy, the near-white beige tone was inherited from the palette of Naturaltech, its sister fair. This choice acted as a chromatic bridge to link the visual identities of both events—allowing them to converse seamlessly while still remaining distinct and maintaining their own unique personalities. Furthermore, the strategic application of secondary tones in the graphic elements creates a clear hierarchical system, ensuring visual coherence and optimal contrast across all communication materials.
Graphic Elements & Visual Expansion
To maximize the versatility of the Key Visual (KV) across communication materials, the visual system incorporates two distinct graphic elements. The first utilizes the "W" from the Wellness Seal as a dynamic container for imagery, strictly preserving its original structural angles. The second introduces a custom 280-degree rotated pattern, designed to complement the layouts and add a unique layer of personality to the brand's visual identity.
Wellnow Festival – Visual Identity & Art Direction
Wellnow emerged to expand the conversation around health beyond traditional events, grounded in the "Wellness here and now" positioning. I designed a visual identity that translates the concept of continuous, everyday well-being. This core idea was brought to life at the Wellnow Festival, where I led an immersive art direction that organically connected health, culture, and presence across the brand's communication, artistic interventions, and musical performances.
