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PERSONAL BRAND STRATEGY
Client: GRCE Projects (My Personal Brand)
I ran my own framework on myself before I ran it on anyone else. That felt important.
Starting with the feeling was the hardest part. I had to sit with the moments where my value actually landed, the conversations, the ones where something shifted for someone and I could feel it. What kept surfacing was safety and trust. An open invitation to really go there.
From that feeling, everything else followed. Who GRCE Projects is for, why the work matters, what makes it different, where it needs to live, and what gets built first. The feeling didn't just inform the brand, it became the foundation for the website, the shoot, the content, all of it.
I don't think you can ask someone else to go through this process if you haven't been willing to do it yourself. So I did.
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WEN?!
[New Project]
I was walking through São Paulo when I spotted a newly opened bar called Cajá. The bar had no logo, no sign, nothing—but it did have one thing: a cheerful bird singing upstairs. That became the primary inspiration for this logo and the project's overall design.
As this was a personal project, I had freedom to explore new possibilities, but I also faced the challenge of being my own client and finding myself in a position familiar to designers: never feeling that the work is truly finished.
Being your own client is such an accurate way to put it, that's exactly the trap. The bird stamped across the napkins and bread cloth already feels lived in. What made you finally decide it was done enough to post?
Introducing KEEPS: A Digital Home for Physical Memories
KEEPS is a mobile app designed to preserve the physical objects that carry our memories.
While most memory apps are built around photos, KEEPS is built around everything else.
Concert tickets, boarding passes, receipts, handwritten notes, invitations, conference badges, and other small objects that people often keep long after their practical purpose has ended.
The idea came from a simple observation: many of us keep these items because they represent experiences, relationships, milestones, and moments we don’t want to forget. Over time, they become scattered across drawers, wallets, books, and boxes, making them difficult to revisit and easy to lose.
KEEPS transforms these physical keepsakes into digital artifacts.
Users can scan real objects, remove backgrounds, add contextual information such as location, date, people, and personal notes, and organize them into custom collections. Artifacts can also be created from templates, allowing users to recreate memories that no longer exist physically.
The prototype includes onboarding, collections, artifact detail pages, discovery flows, creation flows, profile experiences, and a connected navigation system that allows users to move through their archive naturally.
Rather than generating the entire product in a single prompt, I used Flowstep as a design engineering tool.
I started with a visual direction created in Figma, including custom illustrations, typography, layout systems, and the overall structure.
From there, I rebuilt the product inside Flowstep screen by screen, using detailed prompts to define hierarchy, spacing, interactions, navigation patterns, and user flows.
Each screen became the foundation for the next. Existing components were reused, refined, and expanded to create a cohesive design system across the entire application. The process was highly iterative: generating, reviewing, refining, and rebuilding until the product felt consistent both visually and functionally.
The result is not simply a collection of screens, but a connected prototype with clear user journeys, interaction logic, and product intent.
KEEPS is built around a simple belief:
The smallest objects often carry the biggest memories.
Flowstep file link: https://app.flowstep.ai/file?activeFileId=cb23715a-64af-4fb6-822a-c789fb99b461
The walkthrough, screen recording of the prototype working in Flowstep, my custom illustrations, and the screens designed in Flowstep are included below.
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