Catavento

My work in Catavento

Brand Designer

freelance work

2013—NOW

My partnership with Catavento began in 2013, when I was invited to create the company’s visual identity. We worked closely throughout the process, exploring different directions until we built a brand that reflected the consultancy’s purpose and long-term vision.

Catavento helps organizations navigate topics related to sustainability, climate, energy transition, and long-term business strategy. My role was to transform that knowledge into communication that felt clear, approachable, and consistent.

The project included the logo, color palette, typography, brand guidelines, and the website. What began as a branding project gradually evolved into a creative partnership that has continued for more than a decade. As Catavento grew, I became responsible for the evolution of its visual communication across every touchpoint. Without an internal design team, I worked independently on projects from concept to final delivery.

Designing for knowledge

As the partnership evolved, producing knowledge became one of Catavento’s biggest strengths, and my work naturally shifted toward designing their papers, reports, bulletins, and fact sheets. Most of the documents I worked on were built to share research, strategic analysis, and industry insights. The challenge was never simplifying the information, but organizing it in a way that made it easier to read, navigate, and understand.

Over the years, I designed dozens of documents covering topics such as decarbonization, climate policy, energy transition, and the future of business. Every project required balancing dense written content with charts, diagrams, photography, and visual hierarchy while maintaining a solid reading experience.

Catavento Climate Intelligence

One of the longest-running projects during this partnership was the Climate Intelligence Bulletin, a monthly publication produced by Catavento for Vale.

Each edition brought together updates on climate policy, low-carbon technologies, regulation, public policy, and industry initiatives from trusted sources. The goal was to help decision-makers stay informed without having to navigate large volumes of information on their own. Designing a recurring publication meant finding the right balance between consistency and flexibility. Every issue followed the same visual language, but the content changed every time.

Celebrating 10 years

After working together for a decade, I created Catavento’s commemorative mark that became part of the existing brand throughout the celebration year. The anniversary identity replaced the original logo across the company’s communication for the whole year.

Beyond publications

As the company evolved, I also had the opportunity to redesign Catavento’s website, working closely with a developer throughout the project. Rather than introducing a completely new visual direction, the goal was to reflect the company’s growth while building on the identity we had established over the years. The updated website brought the brand into a more contemporary digital experience while maintaining the clarity and consistency that had become part of Catavento’s communication.

Looking back, one of the most valuable parts of this experience wasn’t a specific project, but the continuity of the relationship itself.

Working with the same client for more than a decade gave me a level of familiarity that only comes with time. I developed a deep understanding of how Catavento communicates, who its audience is, and what each project needed to achieve. That trust allowed us to focus less on explaining the brand each time and more on improving it, one project after another.

It was also during these years that I grew the most as a designer. Working independently meant taking ownership of every stage of a project, from defining visual direction to preparing final production files. Without a creative team around me, I learned to make decisions, stay organized across multiple projects, and build long-term relationships based on reliability.

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My work in DeepHow

lead brand designer

remote work

2020—2025

The beginning

I joined DeepHow in 2020 at an early stage, when the company had around 10 employees and no formal design or marketing team, and stayed until mid-2025. During that time, I worked as the sole brand and marketing designer, supporting company-wide design needs.

Over time, DeepHow grew to over 100 employees and into an AI-powered platform used by industrial and frontline teams to capture and share operational knowledge. The product turns expert processes into video-based instructions that can be searched and used on the job, supporting tasks like onboarding, work verification, and day-to-day guidance.

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Starting as a Lead Brand Designer

As Lead Brand Designer, I was responsible for shaping DeepHow’s look, feel, and communication across every touchpoint. My work connected marketing and product through a consistent visual language that evolved alongside the company’s growth.

I created brand assets for presentations, conferences, social campaigns, and product launches, keeping the visual identity consistent across all materials. I also worked closely with marketing and product teams to keep things aligned and improve the overall quality of the work. One of my key contributions was improving the marketing design workflow, making it faster, more organized, and easier to scale.

This shift came with more creative ownership over time. Early on, most work depended on executive approvals, which slowed things down and made the process more reactive. As I gained trust, I took full ownership of the brand and marketing design workflow, defining timelines, organizing feedback, and planning deliverables more intentionally. This made the process smoother overall and allowed me to focus more on concept and structure before jumping into execution, resulting in more consistent and timely delivery.

During my time there, I worked on the website redesign twice, each version reflecting a different stage in the company’s journey. The first redesign marked DeepHow’s transition into a professional, enterprise-ready presence. The second, years later, embodied a more confident and unified brand expression, refined through collaboration with a larger team. Below is the 2025 homepage version.

Partnering with the Product Team

In the early stages, my collaboration with the product team began with smaller contributions, such as designing icons to represent each platform feature before the UI was redesigned. I also created empty-state and onboarding illustrations for the product to provide clearer guidance and enhance the platform's visual experience.

The most significant collaboration with the product team came later through the redesign of DeepHow’s embedded video player on the website. The original version was a direct embed of the platform player, not fully optimized for a public, non-logged-in experience. Instead of making a minimal adaptation, we rebuilt the player from the ground up, designing a version specifically for website users without DeepHow accounts.
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Working closely with product and engineering, I redesigned the full UI/UX of this experience and created the custom video cover cards that now introduce the content before playback. The leadership team responded so strongly to these cards that they later requested the product team to bring the same visual approach into the platform itself.

Designing within DeepHow

Designing at DeepHow meant navigating constant change. In the early days, the company lacked a clear visual foundation, with no consistent structure, reusable patterns, or brand cohesion. Every project felt like starting from scratch. There was rarely time to pause for a complete rebrand, so evolution happened gradually, piece by piece, through persistence and small wins.

Each new asset was a chance to refine the visual identity. Over time, these small updates added up and shaped DeepHow’s current brand style. I also kept learning along the way, improving my skills in Figma and Webflow and getting better at communicating and collaborating with teams.

The challenges

When I joined, DeepHow had an early-stage brand identity in place. As the company grew, it became clear that the visual system needed to evolve. The visual language was limited, with a restrained color palette and few supporting assets, which made it harder to scale across different formats. With these constraints, I focused on gradually building a more flexible and scalable design system.

The solutions

The challenges at DeepHow were not solved in a single project. They evolved over years of minor, intentional refinements, turning every campaign, presentation, and landing page into an opportunity to test and improve. Gradually, I introduced subtle but consistent updates such as richer mockups, custom illustrations, and a stronger visual narrative that connected the brand’s technical core with its human purpose. Over time, these decisions added up to a design language that felt more cohesive, mature, and aligned with the product’s sophistication.

One of the most important shifts was moving toward a more product-focused approach. The design started to rely on product UI and custom mockups to show how DeepHow actually works, replacing generic stock imagery.

Smart Compare Illustrations for Campaign

AI Capabilities Illustrations for Campaign

Impact and results

The 2025 website redesign reshaped how DeepHow was perceived, both internally and externally. It now reflects the company’s maturity and communicates clearly what once required long explanations.
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The redesign enabled our marketing team to extend the new visual direction across every piece of communication, bringing a consistent look and feel that transformed how DeepHow presented itself.

Design contribution

What I learned in the five years I worked on DeepHow is that strong design comes from doing the basics well. Across these projects, I focused on keeping the brand consistent across everything we produced, whether digital or print, internal or external. The goal was to make communication clear, easy to follow, and look good across all touchpoints.

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