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Autopass
Brand applications for the company behind fare collection on São Paulo's Bilhete Único, from the office walls to the internal campaigns.
Work
Émillie Anne
A year of campaign for a New York jewelry label, and the brand system that came out of making it.
(01) Context
Émillie Anne is a handcrafted jewelry label in New York. I came in on the campaign side, through Wingz Media, producing the ads.
The brandbook came out of that. Making the pieces week after week is what showed which decisions were missing, so the system was written from the ads outward, by the person who had to apply it.
The category sets the constraint. The photography is the product, and the copy has to sit on an editorial image without competing with it, so most of the work in the campaign is deciding how little goes on top.
(02) Scope
- Brandbook: mark, colour system, typography, and hierarchy
- A UI kit of buttons, badges, and coupon components
- Paid social in square and 4:5, produced across a year
- Story ads for Instagram
- A product page for mobile
(03) Brand
The book runs from the mark to the storefront. The wordmark has five colourways, and the second spread cycles through them.
(04) Campaign
A year of paid social, mostly in two sizes. The brief arrived as a product and an angle, and the piece was built from the photography out: one claim, one place for it to sit, and the mark small enough that the jewelry stays the loudest thing on screen.
The set below is twelve pieces, one per angle. The second half of the year moves to gifting and to New York, and the layouts get warmer with it.
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