Marcelo Portfolio DESIGNSOFNYC

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23:41:04

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23:41:04

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BRANDING

Brand Strategy | Identity Systems | Launch & Market Positioning

CONTEXT

Across startups, small businesses, and growing companies, I have led the development of brand identities from the ground up. These projects required translating founder vision, stakeholder needs, and target audience insights into cohesive visual systems that could scale across digital platforms, marketing materials, and product experiences.

Each engagement involved guiding clients through brand discovery, positioning, visual identity development, and the creation of brand guidelines that ensured consistency as the company grew.

Leadership Role

• Led brand identity development across multiple industries including technology, consumer products, construction, food, and services

• Facilitated brand discovery with founders and stakeholders to define positioning, audience, and messaging

• Directed the design of logo systems, typography, color architecture, and brand guidelines

• Built scalable identity systems capable of supporting websites, marketing materials, merchandise, and digital products

• Translated business goals into visual identities aligned with each company’s market positioning

Strategic Approach

• Conducted brand discovery sessions to understand business goals, target audiences, and competitive landscape

• Developed visual identities that balanced creative differentiation with long-term brand scalability

• Designed identity systems that could extend across digital products, marketing campaigns, and physical applications

• Built brand guidelines ensuring consistency across future marketing and product initiatives

EXECUTION

• Designed logo systems, typography frameworks, and color architectures

• Created brand guidelines and identity documentation for internal and external use

• Produced marketing assets including websites, merchandise, social graphics, and campaign visuals

• Built scalable visual systems adaptable across digital and physical brand experiences

IMPACT

• Helped founders and businesses establish clear visual identities aligned with their target markets

• Enabled companies to launch cohesive brands across websites, marketing campaigns, and product experiences

• Demonstrated the ability to develop scalable brand systems across multiple industries and business stages

LET'S WORK

TOGETHER

CONTACT NOW

BASED OUT OF NYC: OPEN TO IN-OFFICE + HYBRID ROLES.

BASED OUT OF NEW YORK CITY, OPEN TO IN-OFFICE + HYBRID ROLES.

DESIGNSOFNYC.COM

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