Rogério Martins’ previous visual presence no longer reflected the maturity of his work. Built over time without a clear system, the identity felt inconsistent, visually heavy, and misaligned with the evolution of his services.
The challenge was to reposition a personal brand from an outdated consultant image to a more refined, lifestyle-driven presence, without losing credibility or strategic authority within the retail sector.
Rebranding
The rebrand was guided by the idea of progression through refinement.
Rather than introducing a disruptive aesthetic shift, the identity focuses on reduction, contrast, and control expressing growth not as expansion, but as precision.
Intersection of consulting and fashion culture.
The personal brand was positioned at the intersection of consulting and fashion culture, reflecting a professional who operates with strategic clarity while navigating contemporary retail environments with confidence and restraint.
Visual Identity
The visual system is built on minimal typography, controlled compositions, and a dark, textured visual language that evokes tailoring, materiality, and depth.
The name is treated as a modular element, allowing for both full and abbreviated expressions, reinforcing flexibility across touchpoints.
Photography, gradients, and material references introduce a lifestyle dimension, softening the consultancy positioning without diluting its seriousness.
The result
Is a personal brand that communicates evolution through simplicity refined, contemporary, and aligned with the level of expertise the services now represent.
Web Design
The website translates this system into a calm, editorial experience, where hierarchy and spacing reinforce clarity and authority.
Credits
Creative Direction
Marcelo Pacheco
Design
Marcelo Pacheco
Hugo Barbosa
Ricardo Barros
Eduardo Teixeira
Rui Pereira
Rafael Ferreira
Working with Erva clarified something essential for me: when design is approached as a system, decisions stop being subjective. The process was rigorous, calm, and deeply aligned with how I think about my own work. The result is not just a visual outcome, but a clearer structure to communicate, position, and evolve the project with confidence.
