Melissa ︎







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Client:
Melissa 

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Category:
Visual Identity

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Year:
2023

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Melissa Team:
Fernando Serrudo
Julia Joner
Karina Rechenmacher
Paulo Filho
Renata  Moroni
Willian  Gaviraghi

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Creative Direction & Concept:
Vinicius Theodoro

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Strategy:
Lara Azevedo

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Designer:
Vinicius Theodoro
Evandro Araujo
Renata  Moroni

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Copywriter:
Bruna Porto

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Fashion Designer:
Paula Kim

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Executive Production:
Letícia Cardoso
Agnes Figueiredo

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Photography:
Jonathan Zamora

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Filming:
Raphael Fidelis
Gui Yoshida

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Still Photos:
Marcelo Cucatti
Aline Akdau

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Stylist:
Marin Brum

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Casting:
Dandara Couto

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Motion:
Caio Pereira

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For Melissa X, we sought to create a visual identity as distinct and dynamic as the line itself—one that celebrates movement, versatility, and the bold spirit of transformation. Drawing inspiration from the structured yet playful principles of mid-20th-century Swiss design, particularly Armin Hofmann’s approach to grids and shapes, we developed a system that feels modern, flexible, and deeply tied to Melissa’s DNA.

The foundation of this identity lies in a modular grid system reminiscent of Hofmann’s design exercises. Each graphic element, much like a dot in Hofmann’s work, represents a starting point for endless possibilities. Using geometric precision, tangents, and circles, we created a cohesive set of shapes that reflect the core attributes of Melissa X: balance, adaptability, and boldness.

The logotype itself takes cues from Hofmann’s principles of clarity and minimalism, combining structured letterforms with subtle curves that evoke movement and energy. The result is a type-driven identity that feels effortlessly modern yet timeless, just like the sneakers it represents.

To complement this design system, we paired a vibrant yet earthy color palette, grounding the brand in warmth and authenticity while allowing room for bold pops of color to highlight the personality of each product in the Melissa X line.
Melissa X’s visual identity not only supports but enhances its message: this is not just a sneaker; it’s a design revolution. Every grid, line, and curve has been meticulously crafted to embody the spirit of Melissa—unique, forward-thinking, and transformative.