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Allp Fit Communication Redesign

Led the redesign of Allp Fit's communication as Head of Creative, defining the creative vision, managing the design team, and establishing a scalable communication system. By standardizing visual guidelines and optimizing creative workflows, we improved brand consistency, accelerated asset production, and enabled the team to deliver campaigns more efficiently across multiple channels.

Additionally, I introduced a strategic layer focused on creative planning, problem-solving, and process optimization. This included the development of dedicated guides for offline communication, audiovisual production, and the brand book, as well as AI-powered assistants for the Allp character system and brand photography generation, helping the team maintain consistency, accelerate production, and scale creative operations more efficiently.

Technical Specifications

Creative Planning & Creative Lead: Luiza Prado
Senior Art Director: Julia Griffon
Art Directors: Higor Souza, Jonathan Ferreira
Art Assistant: Luisa Garcia
Motion Graphics: Lucas Canto & Lucas Cardoso
Audiovisual Lead: Romulo Ferreira

CRM

Standardized CRM email marketing templates in Figma by developing a scalable design system with reusable components and variables. This improved consistency, accelerated production workflows, simplified maintenance, and enabled faster adaptation of campaigns across different markets and audiences.

Paid Media

Developed a standardized visual system for the brand's 2D and 3D characters, creating a library of consistent poses, expressions, and gestures. This established clear design guidelines, improved brand consistency across touchpoints, and accelerated creative production.

Offline

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Paid Media

Developed a standardized visual system for the brand's 2D and 3D characters, creating a library of consistent poses, expressions, and gestures. This established clear design guidelines, improved brand consistency across touchpoints, and accelerated creative production.

Character Design Guidelines

Developed a standardized visual system for the brand's 2D and 3D characters, creating a library of consistent poses, expressions, and gestures. This established clear design guidelines, improved brand consistency across touchpoints, and accelerated creative production.