Brand Systems                         Creative Concept                         Narrative Design                         Brand Scaling                         AI Creative



Creative Concept
 This section shows the conceptual thinking behind the work: how I move from a brief to a visual language, from ambiguity to a direction that a team can rally around and execute at scale.
CKO
DeepL Bridges
Mosaic Fest
Dieburg Museum
DeepL BridgesCommunity Sub-Brand DeepL Bridges is the company’s global community program, created to bring people together around connection, collaboration, and shared values. The brief was to develop a distinct sub-brand that could feel like its own world while remaining firmly connected to the DeepL brand. I led the creative concept, visual storytelling, and narrative development, establishing the central metaphor of bridges: transitional structures that connect people, ideas, and worlds that would otherwise never meet.

The visual language was developed as a direct extension of the DeepL illustration system I led and owned, using its established principles, components, and quality bar as the foundation for a new narrative universe. From that foundation, I defined the creative direction and storytelling framework, establishing the rules that would allow the world to expand while remaining coherent with the wider brand.

My role: Creative concept, visual storytelling, narrative framework, art direction, system direction, and mentorship—establishing the creative foundation and supporting its independent execution.

SKILLS: CREATIVE CONCEPTING · BRAND STRATEGY · ILLUSTRATION · SYSTEMS THINKING · NARRATIVE DESIGN
TOOLS: FIGMA, PROCREATE
TEAM: WOLF STRACK (CREATIVE DIRECTOR), ANA M. RODRIGUES (DESIGN LEAD), ANDRE BATISTA (ILLUSTRATOR AND VISUAL DESIGNER)

The approach was modular by design: drawing from the existing isometric illustration library and extending it into a narrative world with its own logic. New elements were built to live alongside existing components, expanding the system's expressive range without breaking its coherence. Color treatment and compositional storytelling gave Bridges its own personality: a branch of the system, one that could grow independently while staying rooted in the same visual foundation.

As part of my role as a mentor, I then supported André Batista, who took full ownership of developing and producing the illustration universe from the established concept and framework. This allowed him to take the system further creatively and build a complete visual world independently, while maintaining the level of craft, consistency, and narrative intent established by the original illustration system.

The resulting universe was designed to scale across digital interfaces, social media, and physical merchandise, giving internal teams, freelancers, and external agencies a clear and flexible foundation for ongoing asset creation.


Design principles for the AI era
AI has expanded the research and clarification phases of concept development: compressing the time it takes to explore references, map territories, and stress-test directions. But the conceptual leap, the moment where an idea becomes something unexpected, remains entirely human. That gap between information and imagination is where design actually lives.
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