MY AI PRACTICE
The reason I bring AI into my branding process is simple: I want to see the whole field before I commit to an idea. AI is good at holding many things at once and finding how they connect, the audience personas, where the market sits, what competitors are saying, the scenarios and trends that could move the brand, and the groundwork like naming and domains. It gathers and correlates all of it, so by the time I create, I’m not staring at a blank page. I’m looking at a clear one. The research moves faster. The interpretation, the nuance, and the final calls stay mine.
BRAND AND CREATIVE
STRATEGY, AS A SKILL
Over twenty-five years of brand work and creative direction, I’ve developed a set of methods I rely on to build brands and shape campaigns. For years, they lived across separate files, old project folders, and my memory.
Brand Flux brings them together. I built it as a modular, multi-phase system of custom Claude skills, based on the way I work rather than a generic framework. It handles discovery, competitive analysis, and measurement in English, Portuguese, and Italian - turning weeks of research into hours and giving me more time for creative direction.
ILLUSTRATION · FINE ART
TWO SERIES, DIRECTED WITH AI.
The same practice, turned toward image-making. I direct AI in illustration the way I direct it in strategy: I set the references, the composition, and the cultural detail, and I art direct every frame. The tools widen what I can explore. The eye and the edit stay mine.
BUNGA
FINE ART ILLUSTRATION · MIDJOURNEY
Bunga is Indonesian for floral. The series treats identity as botanical territory, the body as a record of a life, where African ancestral presence and East Asian ceremonial tradition hold together in one figure. I built it from my own pencil sketches and references, then art directed every frame, locking seeds and style to keep the world consistent.
FEVER
Digital collage · AI-assisted
A surrealist collection of digital photo collages, and my first work in AI-assisted art, built around the song "Fever." Women's portraits dissolve into orchids across a run of moodboards, each piece a layered fusion of hand-drawn work, AI, and photography, sold as unique prints.
Client work
An artisanal jewelry house, shaped through brand Flux
A real client engagement, built from the bench up. Brand Flux structured the whole system; every strategic and creative call was mine.
Ricardo Simões Joalheiros is a heritage goldsmith house in Ribeirão Preto. I stepped in as strategic lead and co-author, and took the house through Brand Flux, from its brand heart to the finished identity. The result was A Casa da Autoria, the house of authorship, a positioning carried by the Arboria wordmark, sliced by a goldsmith’s scoring mark, the risco, cut through the A and R. With the identity set, I carried the work into language, writing the launch copy for their riviera bracelet collection.