I’ve always believed that language shapes reality. That obsession started early, maybe too early, with a kid trying to decipher philosophy books that were clearly not meant for his age.
language shapes reality
(old bio, 2025)
©2026 · brasília
Hi, I’m Marcelo.
I’m a strategy designer. I work on brand strategy, copy and websites. I’m curious by nature, and that’s what keeps me asking questions until I truly understand the problem before building anything.
I like to take a project and get it moving.
I treat every brand with a lot of care. I handle the strategy, the copy and the digital product in the same project, so the idea arrives whole from diagnosis to live site, without getting lost in the handoff.
My approach builds on the double diamond, systems thinking and care for detail. First I understand the problem. Then I organize the solution as a system, from brand architecture to button copy.
brand strategy · naming · verbal identity · ux writing · information architecture · prototyping · front-end
How a project moves.
hover or tap each stage.
● focus defined
- what happens:
- research, interviews, benchmarks and talking to the people who use it. no answers here yet, only questions.
- key question:
- what’s really holding this project back?
- what comes out:
- diagnosis.
- what happens:
- I cross-check everything that came up and pick the right problem to solve.
- key question:
- if we solve just one thing, which one is it?
- what comes out:
- positioning, concept and creative brief.
- what happens:
- I open up again, now on solutions. copy, sitemap, wireframe and prototype, testing more than one path.
- key question:
- which path best solves what was defined?
- what comes out:
- clickable prototype.
- what happens:
- I refine, validate with the client and ship it.
- key question:
- is it working for the people who’ll use it?
- what comes out:
- live website, campaign or applied identity.
Writing, calligraphy and code.
They’re the three things that interest me most, and all three show up in everything I do.
I’ve always written, for myself and for work. Writing is how I organize my thinking: every strategy I make starts as a text.
Every typeface speaks before the first word is read.
Where the idea stops being a promise.
Where I thrive
In places where initiative and questioning are values that get defended, not criticized. I like companies with a strong, entrepreneurial culture.
I work well in pairs with graphic designers: I bring strategy and copy, they bring the visuals, and we build it together.
Are you an artist stuck with the boring marketing stuff?
I want to collaborate for free with artists and cultural projects. I take care of the communication and some of the red tape too, depending on what you need. You keep the part you love: making art.
Outside work
- 01I know how to train dogs.
- 02I train muay thai.
- 03I play Minecraft. here for the minecraft? →
Shall we talk?
Tell me the challenge. I’ll figure out the rest.
Let’stalk ↗