Overview
A unified visual identity connecting professional education and sustainable fashion through two complementary brand expressions.
The project brings together Brazilian jiu-jitsu, upcycling, and income-generation opportunities in the Rocinha community.
Context
Rocinha UP is a social initiative conceived by Paula Maia, founder of Faz Girar Market, in partnership with Paulo Cunha, founder of Projeto Lapidar Jiu-Jitsu.
The initiative connects professional training, circular economy principles, and sustainable product development through the reuse of discarded jiu-jitsu materials.
The challenge for design was to create a recognizable identity for an initiative with two interconnected dimensions: education and a sustainable fashion label.
The Challenge
How can one brand communicate two distinct activities without losing coherence?
The identity needed to represent professional development, community belonging, environmental awareness, and contemporary design while maintaining a clear connection to the origins of the project.
Brand Strategy & Concept
One identity. Two expressions.
Starting from an initial idea proposed by Paula Maia — using a jiu-jitsu belt as visual inspiration — I developed a symbol combining several layers of meaning.
Its geometry evokes a martial arts belt, while its overall silhouette also resembles a jewel, referencing Projeto Lapidar Jiu-Jitsu.
The idea of polishing a precious stone becomes a metaphor for developing human potential and transforming discarded materials into valuable products.
I proposed a dual visual system:
The untied belt represents education, training, and professional development.
The tied belt identifies the fashion label and its upcycled products.
Both versions belong to the same visual identity, allowing each activity to communicate its purpose while remaining part of a coherent brand.
The Solution
I developed the brand identity system, including symbol, visual language, variations, iconography, digital applications, website, and brand guidelines.
The system was extended to communication materials, audiovisual content, product presentations, and institutional applications.
My Role
Responsible for the visual identity concept, narrative brand system, art direction, and digital applications.
I worked with full creative autonomy from the initial visual reference provided by Paula Maia, who reviewed and approved the project deliverables.
The underlying social initiative and business concept had already been established by its founders.
Recognition & Impact
Rocinha UP received support through FAPERJ's PISTA program and launched publicly in August 2026.
The initiative has begun its training activities, introduced initial upcycled products, and received media coverage, including television reporting and recognition by FAPERJ.
The identity now supports the public communication of an active initiative connecting education, sustainability, and creative economic opportunities.
Expertise
- Brand Strategy
- Brand Identity
- Brand Architecture
- Visual Storytelling
- Symbol Design
- Art Direction
- Design Systems
- Digital Experience
- Sustainability Communication
- Social Impact
- Iconography
- Brand Guidelines