Creative Director · Founder
We wanted the visual identity to extend beyond just graphics, it had to be part of the entire guest experience.
It’s a brand that behaves like culture, not just a hotel.
We decided to customise the curves of the letter ‘S’ to add uniqueness and a subtle sensuality, breaking its seriousness.
Each segment has its own unique characteristics but remains connected to the main brand.
Within the project, one of the tasks was also to design promotional cards and capabilities decks for each artist. We needed to highlight their images and make them the primary focus.
The previous identity used a standard sans serif font; the agency wanted a new look, but also didn’t want to completely abandon the story they had built.
We were feeling overwhelmed and frustrated in our jobs in different advertising agencies.
Part of our income is reinvested in the studio, mostly in people.
Bringing new experiences to any field is almost an obligation.
São Paulo-based studio U.I.WD. created a comprehensive brand identity for PULSO Hotel, a new luxury destination that merges art, gastronomy, and hospitality. The project treats every touchpoint—from signage to tableware—as a cultural expression, using the Acid typeface and a palette inspired by the hotel’s architecture and natural surroundings. The result is a sensorial, elegant identity that redefines the visual language of Brazilian luxury hospitality.
U.I.WD. has rebranded Bossa Furniture with a visual identity inspired by Brazilian Modernism, emphasizing sensuality and cultural authenticity. The rebrand features a custom wordmark using dt Jakob and Fold Grotesque typefaces, alongside a modular sub-brand system uniting Bossa’s various divisions. The design celebrates Brazil’s architectural and design heritage while appealing to an international audience.
São Paulo-based studio U.I.WD. created a bold new identity for women- and minority-owned agency Apostrophe Reps. The rebrand uses a rich red palette, editorial-inspired layouts, and the Lay Grotesk typeface to reflect the agency’s diverse creative roster. The refreshed system spans print and digital applications, emphasizing imagery and dynamic typography.
The Brand Identity interviews U.I.WD. co-founder Bruno Tatsumi about the studio’s new website, their philosophy of simplicity, and how developing an entrepreneurial mindset has shaped their growth. Tatsumi discusses the studio’s origins, creative evolution, and the balance between creativity and business management. The conversation highlights U.I.WD.’s commitment to simplicity, collaboration, and long-term sustainability.