Bruno Tatsumi

Quotes

• “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.”

• “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.”

Articles & interviews

• U.I.WD. Reinvents PULSO Hotel Branding as Cultural Journey

  The Brand Identity · Jun 24, 2025

  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.FolchStudio Arthur CasasPULSO Hotelbranding
• A subtly sensual wordmark leads U.I.WD.’s authentically Brazilian rebrand of Bossa Furniture

  The Brand Identity · Jul 8, 2024

  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.

  U.I.WD.dooTypeColophon FoundryBossa Furniturebranding
• U.I.WD’s Bruno Tatsumi on their new website, simplicity and developing an entrepreneurial mindset

  The Brand Identity · May 28, 2021 · Interview

  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.

  U.I.WD.digital