02 Branding &
Strategy

Ghost Treatments Rebranding

A reimagined identity for an advertising agency. The rebrand used a handcrafted approach to give the brand a bold, distinctive presence.

Logo Creation

Sketching Ideas

The Ghost identity began with hand-drawn sketches of ghostly characters and type treatments. We kept the drawings raw and varied, from playful figures to darker, more abstract ones; that spontaneity is what the brand is built on. Out of them came a logo system with personality that still adapts to any context.

Ghost logo sketches
Ghost sketches
Ghost sketches

Defining Guidelines

The final logo is a sharp, organic wordmark whose irregular lines show the hand that drew them. The system includes primary and secondary logos, stacked and monogram versions, and clear spacing rules, so the mark stays consistent wherever it appears. Black, white, and yellow keep the palette flexible without losing recognition.

Ghost identity guidelines

Typography

Character & Adaptability

The brand book turns Ghost's identity into a practical toolkit. Typography centers on Synt, a serif with real character; its weights and italics carry everything from headlines to long editorial text. The palette is simple: black, white, and yellow. The system is rigorous where it needs to be, expressive everywhere else.

Ghost typography

Website Design

Aesthetic & Logo Application

The website puts the Ghost identity in a clean, cinematic frame. The dark background works as a stage, letting the logo and project imagery command attention. Typography and layout follow the brand book, so screen and print stay coherent. Project galleries cover lifestyle, auto, beauty, food & drink, sports, fashion, and film, and the tone of voice never changes.

Ghost website mockup
Ghost website mockup

Social Media

The social media avatar is the hand-drawn logo with the friendly ghost face, so Ghost stays instantly recognizable on every platform.

Ghost social media

Newsletter

Strategy & Storytelling

The newsletter brings Ghost's identity into direct contact with clients and collaborators. Bold imagery, handwritten accents, and layered collage echo the hands-on approach. Each edition pairs new projects with reflections on where the industry is going; part marketing tool, part creative artifact. It values depth over decoration.

Newsletter sketches
Newsletter ideas
Newsletter mockup

The Ghost Blog

Clean & Bold

The blog is Ghost's editorial voice at full length. Clean layouts and bold type frame writing on process, industry trends, and creative philosophy.

Ghost blog mockup

02.1 Branding &
Strategy

Menina Moça: Rebranding a cultural space

Menina Moça is a place where music, literature, and people meet.

Menina Moça carousel

The challenge was giving it visual coherence without sanding off its charm and grit.

The result is a handcrafted identity system built from analogue processes, music notation, and fragmented typography; equal parts collage and composition, like the space itself.

Deliverables included:

  • A flexible logo system
  • Posters for recurring jam sessions
  • Menus
  • Merchandise mockups
  • Branding book for clarity on design systems and applications

Moodboard

Capturing the Essence

The moodboard sets the brand's register: scribbled book pages, moody lighting, expressive linework. Pink Street atmosphere meets analogue texture; literary intimacy meets jazz rhythm.

Menina Moça moodboard

Design Process

Layering Methods

Menina Moça design process

Instead of polishing away the rawness, the identity keeps it: offbeat rhythms, cut-and-paste textures, letterforms that wobble like improvised jazz. The system is expressive, but structured enough to apply consistently.

To define the brand we used Tension Mapping, a method that finds what makes a brand distinct through the contrasts it holds in balance.

Menina Moça tension mapping showing brand positioning and contrasts

Four keywords came out of that work and shaped every choice that followed:

Authenticity
Contemporary
Soulful
Immersion

Logo

Lyrical Fusion

The logo for Menina Moça was built on a question: what happens when you fuse the structure of music notation with the expressive quirks of typography?

Before putting pencil to paper, we researched the worlds the space sits between: Portuguese and queer literature, jazz improvisation, and the visual cues each carries.

The concept melts letterforms into musical notation while staying readable, without becoming overly abstract.

Logo study
Logo variations

The Menu

Adding Poetry

The menu is playful and colourful, but clear and easy to read. It feels as though poets left handwritten notes and small poems along the edges; for most guests it's the first taste of the culture of the space.

Menina Moça menu

Posters

Digital Meets Analogue

Menina Moça sits on Lisbon's Pink Street, so it felt natural that the posters borrow the street's vivid, joyful palette. Made with stamping, sketching, and collage, they look like they could pop straight off Lisbon's walls.

Jam Sessions posters
More posters
Poster mockup

Merch

Adding Character

The merch had to ring true to the crowd: book lovers, musicians, tourists, and wanderers, all open to crafted design and a playful aesthetic. Since the space is part wine bar, part bookshop, the objects followed suit: notebooks, tote bags, pencils, and bookmarks.

Menina Moça merchandise
More merchandise

Branding Book

Defining Guidelines

The branding book keeps the identity consistent over time. It covers the logo system, typography, colour, and applications for print and digital. Set in the brand's own palette and type, it reads more like the brand than a technical manual.

Branding book pages