Jeferson Gonçalves
Crafting Visual Identity & Signaling Systems for Brands
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Gympass doesn't exist anymore.
And this might be the best strategic decision the company ever made.
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1/ THE CONTEXT
April 2024:
2.6M users
$2.4B valuation
Zero crisis
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2/ THE PROBLEM
"Gympass" blocked growth.
Name = gyms only.
Product = therapy, nutrition,...
Presenting the trac© brand guidelines, my most comprehensive project to date.
I used to prioritize lean manuals, like quick assembly guides. However, after deepening my studies in brand management (specifically Daniele Munhoz), I redefined this deliverable.
A manual shouldn't just...
It’s interesting how logo design has changed. A hundred years ago, you could sketch something on a napkin in five minutes and that became a brand, not because it lacked quality, but because the visual world was just beginning.
Today everything is different. Making a vector is...
Vextro was born from dissatisfaction. Its mission: to challenge mediocrity and declare war on the comfort zone. The challenge was translating "rupture" into a brand. We constructed the identity using two core elements:
1. The Anti-Standard Symbol: The logo uses an inverted...
Ootopia is a Mexican brand specializing in luxury sunglasses. The name derives from "Utopia"—an idealized, perfect, and harmonious place.
The Visual Strategy The design challenge was to translate the sensation of a "perfect view" into a minimal symbol. We constructed the icon by...
