Isabel Goulart

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	<title>Isabel Goulart</title>
	<link>https://isabelgoulart.com.br</link>
	<description>Isabel Goulart</description>
	<pubDate>Sun, 21 Jun 2026 12:11:55 +0000</pubDate>
	<generator>https://isabelgoulart.com.br</generator>
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		<title>Careem Rebranding</title>
				
		<link>https://isabelgoulart.com.br/Careem-Rebranding</link>

		<pubDate>Sat, 18 Oct 2025 17:29:56 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Careem-Rebranding</guid>

		<description>
CAREEM 
REBRANDING2024
for CAREEM
FROM RIDE HAILING APP TO EVERYTHING APP

A refreshed identity for a local icon.After ten years as the region's leading ride-hailing platform, Careem had evolved into a multi-service ecosystem spanning mobility, food delivery, payments and everyday services. 
The challenge was no longer what Careem offered, but what people perceived it to be. We needed a brand capable of expressing this transformation.
BUILDING A BRAND FOR 20+ SERVICEThe new identity needed to create consistency across a rapidly expanding ecosystem while preserving the equity Careem had built over the previous decade.


We evolved the brand around its most recognizable asset: the iconic wink.

&#60;img width="3745" height="2000" width_o="3745" height_o="2000" data-src="https://freight.cargo.site/t/original/i/38c051934e0229df4558e86e5f0799bb3ddda448f827535c6e81f5f831252b20/Insta-Reels-Mockup.jpg" data-mid="239530727" border="0"  src="https://freight.cargo.site/w/1000/i/38c051934e0229df4558e86e5f0799bb3ddda448f827535c6e81f5f831252b20/Insta-Reels-Mockup.jpg" /&#62;
&#60;img width="1440" height="780" width_o="1440" height_o="780" data-src="https://freight.cargo.site/t/original/i/5a2effa0e234f893c5d2866295f9d19960997f7745661ae2366ac3e871849461/Group-27741_.png" data-mid="239538088" border="0"  src="https://freight.cargo.site/w/1000/i/5a2effa0e234f893c5d2866295f9d19960997f7745661ae2366ac3e871849461/Group-27741_.png" /&#62;ONE SYSTEM. MULTIPLE EXPERIENCES.
We created a scalable design system capable of unifying more than 20 services while allowing each category to maintain its own identity and purpose.


&#60;img width="6176" height="3890" width_o="6176" height_o="3890" data-src="https://freight.cargo.site/t/original/i/e339a5a20c6753225231d3ef37232e86ca057c55659820ae87f7a6b4551cd164/260513_Careem_Rebrand_Boards_IG-03.png" data-mid="248781268" border="0"  src="https://freight.cargo.site/w/1000/i/e339a5a20c6753225231d3ef37232e86ca057c55659820ae87f7a6b4551cd164/260513_Careem_Rebrand_Boards_IG-03.png" /&#62;FROM APP TO STREET
The system was designed to perform consistently across digital products, campaigns, packaging, retail experiences and everyday customer touchpoints.
&#60;img width="5338" height="2667" width_o="5338" height_o="2667" data-src="https://freight.cargo.site/t/original/i/5ed2299c0ce9a3c7a35d63b4032a7c226bc69e73f54487aec3159335cc3ee69d/Careem_Phone_UI_02.jpg" data-mid="250021744" border="0"  src="https://freight.cargo.site/w/1000/i/5ed2299c0ce9a3c7a35d63b4032a7c226bc69e73f54487aec3159335cc3ee69d/Careem_Phone_UI_02.jpg" /&#62;
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A BRAND BUILT FOR SCALE&#38;nbsp;Every asset, service and touchpoint was designed to work as part of a coherent ecosystem.The result was a flexible identity capable of growing alongside the business

&#60;img width="3973" height="2226" width_o="3973" height_o="2226" data-src="https://freight.cargo.site/t/original/i/95decb51b81bfa679c9981f40ef8297a9dc34fd6f2db9c8c9e41257da8a803b8/_01-copy.jpg" data-mid="239530530" border="0"  src="https://freight.cargo.site/w/1000/i/95decb51b81bfa679c9981f40ef8297a9dc34fd6f2db9c8c9e41257da8a803b8/_01-copy.jpg" /&#62;
&#60;img width="7091" height="5036" width_o="7091" height_o="5036" data-src="https://freight.cargo.site/t/original/i/c56aa1ff44be713f64da74bee9f40a7188ff0f4d6f869dd1ad9f04a732506688/240430_Careem_Cannes_Boards_DESIGN_IG-04.jpg" data-mid="239530532" border="0"  src="https://freight.cargo.site/w/1000/i/c56aa1ff44be713f64da74bee9f40a7188ff0f4d6f869dd1ad9f04a732506688/240430_Careem_Cannes_Boards_DESIGN_IG-04.jpg" /&#62;

	MY ROLEI joined Careem to help lead the rebranding initiative in partnership with DesignStudio London. Following the handover, I led the development of the brand guidelines and drove the rollout of the brand expression across the entire company, supporting teams, products, services, campaigns and operational touchpoints.

As Head of Design, I was responsible for ensuring the consistent implementation and evolution of the brand across both internal and external communications, acting as the central point of contact for brand governance and adoption.

Beyond the implementation, I conceived and created the award-winning case study from concept to final delivery, including the film, presentation decks and supporting materials developed for international award submissions. By shaping the narrative around the transformation, the project went on to earn multiple industry recognitions and awards.
IMPACT
TRANSFORM AWARDS ︎


The only global magazine for rebranding and brand development Dubai, UAE · June 2024

Grand Prix — Careem Rebrand 
( First in-house creative studio in the award’s history to win the Grand Prix )


Gold — Careem Best Brand Evolution
Gold — Careem Best Rebrand of a Digital Property
Gold — Careem Best Brand Architecture Solution


DUBAI LYNX ︎

International Festival of CreativityDubai, UAE · March 2024

Silver&#38;nbsp; — Careem Design Craft

Silver — Careem Art Direction

 
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		<title>Get Fresh Careem Quik</title>
				
		<link>https://isabelgoulart.com.br/Get-Fresh-Careem-Quik</link>

		<pubDate>Wed, 03 Jun 2026 10:18:26 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Get-Fresh-Careem-Quik</guid>

		<description>GET FRESHBy Careem Quik2025
for CAREEM

Careem Quik was built around speed. But as the business matured, the opportunity became bigger than delivery. The challenge was to transform a functional grocery service into a brand people would actively choose, remember, and connect with.


Get Fresh became the idea that brought that ambition to life.


FROM CONVINIENCE TO DESIRE

Groceries are one of the most competitive and commoditized categories in retail. Speed alone is easy to copy.


The new brand focused on something more emotional: making freshness visible, desirable and impossible to ignore.

&#60;img width="1400" height="800" width_o="1400" height_o="800" data-src="https://freight.cargo.site/t/original/i/b4af439dda9529aec907c7d7bdcb06f370c5d20a4b7808b0dab1b327561c1f4d/system-gif.gif" data-mid="249717897" border="0"  src="https://freight.cargo.site/w/1000/i/b4af439dda9529aec907c7d7bdcb06f370c5d20a4b7808b0dab1b327561c1f4d/system-gif.gif" /&#62;
&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/62bf75d8795d1390164c245b21c027a90bba7e62fe73dce2e313f81cec5823f8/ChatGPT-Image-Jun-3--2026--07_50_49-PM.png" data-mid="249078025" border="0"  src="https://freight.cargo.site/w/1000/i/62bf75d8795d1390164c245b21c027a90bba7e62fe73dce2e313f81cec5823f8/ChatGPT-Image-Jun-3--2026--07_50_49-PM.png" /&#62;A BOLD AND UNMISTAKABLE PRESENCE

The identity was designed to feel as fresh as the products themselves.

Expressive typography, vibrant color and oversized graphic elements created a visual language that could stand out across stores front, packaging, digital experiences and outdoor media.


&#60;img width="1400" height="800" width_o="1400" height_o="800" data-src="https://freight.cargo.site/t/original/i/689f3f63fdca7d04cd2a50882de07a3cc1a49ae1d96bc25ccbce95b052aac0c8/typo.gif" data-mid="249717896" border="0"  src="https://freight.cargo.site/w/1000/i/689f3f63fdca7d04cd2a50882de07a3cc1a49ae1d96bc25ccbce95b052aac0c8/typo.gif" /&#62;
&#60;img width="1627" height="967" width_o="1627" height_o="967" data-src="https://freight.cargo.site/t/original/i/494a1c84459bb2bb62bbd5fab038eb456a2f386e92755f1bc6688860bee343b9/ChatGPT-Image-Jun-3--2026--02_55_09-PM.png" data-mid="249078599" border="0"  src="https://freight.cargo.site/w/1000/i/494a1c84459bb2bb62bbd5fab038eb456a2f386e92755f1bc6688860bee343b9/ChatGPT-Image-Jun-3--2026--02_55_09-PM.png" /&#62;A FRESHNESS AT EVERY SCALE
Whether on a storefront window, a delivery vehicle or a city billboard, the system was designed to remain instantly recognizable and consistently ownable.


The result was a brand that could scale effortlessly across every customer touchpoint.


BRINGING THE BRAND INTO THE PRODUCTThe visual language extended into the digital experience, creating a stronger connection between the app and the physical world.


Every interaction reinforced the same promise: fresh groceries delivered fast.

&#60;img width="1885" height="834" width_o="1885" height_o="834" data-src="https://freight.cargo.site/t/original/i/5dcc12036b58b21c7285b27afff2589d3163ea8a5c2571975adccb4d3a105d7f/ChatGPT-Image-Jun-3--2026--09_54_45-PM.png" data-mid="249083545" border="0"  src="https://freight.cargo.site/w/1000/i/5dcc12036b58b21c7285b27afff2589d3163ea8a5c2571975adccb4d3a105d7f/ChatGPT-Image-Jun-3--2026--09_54_45-PM.png" /&#62;BUILDING A WORD AROUND GET FRESHThe identity expanded beyond&#38;nbsp; packaging, uniforms, merchandise and community initiatives.


What started as a grocery service evolved into a richer ecosystem with a personality customers could engage with beyond transactions.

&#60;img width="8024" height="4500" width_o="8024" height_o="4500" data-src="https://freight.cargo.site/t/original/i/d094a6b8d2e48f210010b8367c28ecdd5b834a27f8ba7d6b81131436f8849826/251224_Quik_NEW_PaperBag_GB.png" data-mid="250009386" border="0"  src="https://freight.cargo.site/w/1000/i/d094a6b8d2e48f210010b8367c28ecdd5b834a27f8ba7d6b81131436f8849826/251224_Quik_NEW_PaperBag_GB.png" /&#62;
&#60;img width="2599" height="1547" width_o="2599" height_o="1547" data-src="https://freight.cargo.site/t/original/i/1fd83e3f444461074ac76c1d14dc93a4eb156531687989f59523b1bc0b721c68/ChatGPT-Image-Jun-3--2026--08_16_21-PM-copy.png" data-mid="249080087" border="0"  src="https://freight.cargo.site/w/1000/i/1fd83e3f444461074ac76c1d14dc93a4eb156531687989f59523b1bc0b721c68/ChatGPT-Image-Jun-3--2026--08_16_21-PM-copy.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/1954cf47cb4b9527ca8ec807df2faf170358c9dc8390415eb05fc8625b9ae172/ChatGPT-Image-Jul-2--2026--10_41_19-AM.png" data-mid="250009323" border="0"  src="https://freight.cargo.site/w/1000/i/1954cf47cb4b9527ca8ec807df2faf170358c9dc8390415eb05fc8625b9ae172/ChatGPT-Image-Jul-2--2026--10_41_19-AM.png" /&#62;&#60;img width="1702" height="908" width_o="1702" height_o="908" data-src="https://freight.cargo.site/t/original/i/8be2031258172eaa4d3ad2e4c4e3d86f01dda8e60564c7304eb34535c6b4dcf2/ChatGPT-Image-Jun-3--2026--07_29_43-PM.png" data-mid="249078790" border="0"  src="https://freight.cargo.site/w/1000/i/8be2031258172eaa4d3ad2e4c4e3d86f01dda8e60564c7304eb34535c6b4dcf2/ChatGPT-Image-Jun-3--2026--07_29_43-PM.png" /&#62;&#60;img width="2996" height="1620" width_o="2996" height_o="1620" data-src="https://freight.cargo.site/t/original/i/aba2cbadb03c9bea29c5766a9cce915ed116987e2537d669b085b8f9d1388c08/Screenshot-2026-06-12-at-12.25.47PM.png" data-mid="249391550" border="0"  src="https://freight.cargo.site/w/1000/i/aba2cbadb03c9bea29c5766a9cce915ed116987e2537d669b085b8f9d1388c08/Screenshot-2026-06-12-at-12.25.47PM.png" /&#62;
BRAND CULTURE
To extend the idea beyond grocery delivery, we explored a lifestyle expression of the brand.


The Fresh Club transformed everyday products into cultural objects, creating playful ways for people to engage with the brand outside the app.


&#60;img width="3004" height="1620" width_o="3004" height_o="1620" data-src="https://freight.cargo.site/t/original/i/f356b5d0ceed42ff68b4d7f71489dc2b8e0b3bd277496182df5180b8849f4878/Screenshot-2026-06-12-at-12.23.32PM.png" data-mid="249391555" border="0"  src="https://freight.cargo.site/w/1000/i/f356b5d0ceed42ff68b4d7f71489dc2b8e0b3bd277496182df5180b8849f4878/Screenshot-2026-06-12-at-12.23.32PM.png" /&#62;&#60;img width="1502" height="1620" width_o="1502" height_o="1620" data-src="https://freight.cargo.site/t/original/i/4303fb6d72cc2f8ce4b08123e4bef1ba5bf77649ee00626d54313071ed870580/Screenshot-2026-06-12-at-12.23.59PM.png" data-mid="249391554" border="0"  src="https://freight.cargo.site/w/1000/i/4303fb6d72cc2f8ce4b08123e4bef1ba5bf77649ee00626d54313071ed870580/Screenshot-2026-06-12-at-12.23.59PM.png" /&#62;&#60;img width="1599" height="948" width_o="1599" height_o="948" data-src="https://freight.cargo.site/t/original/i/23191aee683b6730ea973a162615fc6d0232f3825a6beea7b33ce8f75248f01d/ChatGPT-Image-Jul-6--2026--09_45_31-AM.png" data-mid="250125995" border="0"  src="https://freight.cargo.site/w/1000/i/23191aee683b6730ea973a162615fc6d0232f3825a6beea7b33ce8f75248f01d/ChatGPT-Image-Jul-6--2026--09_45_31-AM.png" /&#62;
MY ROLEI created the foundations of the brand, defining its positioning, visual identity, and overall expression.


To bring the brand to life at scale, I developed the implementation framework and led workshops that enabled teams across the business to adapt, extend, and launch the new identity across all customer touchpoints.


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		<title>Careem Uniform</title>
				
		<link>https://isabelgoulart.com.br/Careem-Uniform-1</link>

		<pubDate>Sun, 21 Jun 2026 12:11:55 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Careem-Uniform-1</guid>

		<description>

CAREEM CAPTAIN 
EXPERIENCE2024
for CAREEM
PERFORMANCE, SAFETY AND BRAND VISIBILITY AT SCALE

Redesigning the uniform system worn daily by thousands of Careem delivery captains across the Middle East.&#38;nbsp;
&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/f77e132598ef5cc9aa348d33566a41f22296a1744cd51677a60aa04850610b2f/ChatGPT-Image-Jun-22--2026--01_06_10-PM.png" data-mid="249691530" border="0"  src="https://freight.cargo.site/w/1000/i/f77e132598ef5cc9aa348d33566a41f22296a1744cd51677a60aa04850610b2f/ChatGPT-Image-Jun-22--2026--01_06_10-PM.png" /&#62;
A STRATEGIC OPPORTUNITYDubai's streets are filled with delivery riders representing competing brands, often sharing similar visual codes and functional requirements.&#60;img width="1931" height="1095" width_o="1931" height_o="1095" data-src="https://freight.cargo.site/t/original/i/8e170a17b55418b8f419536b4b87fd18695e61747f81510004af1a406c4801d0/ChatGPT-Image-Jun-22--2026--03_03_31-PM.png" data-mid="249695879" border="0"  src="https://freight.cargo.site/w/1000/i/8e170a17b55418b8f419536b4b87fd18695e61747f81510004af1a406c4801d0/ChatGPT-Image-Jun-22--2026--03_03_31-PM.png" /&#62;How could we create a uniform system that delivered on performance while making Careem instantly recognisable at a glance?
THE REALITY


Captains spend long hours outdoors, often in temperatures exceeding 40°C. Safety and comfort were non-negotiable requirements. At the same time, Dubai's streets had become increasingly crowded with delivery brands competing for visibility and recognition. This created a unique challenge: designing for performance without sacrificing distinctiveness.

BEFOREFunctional / Forgettable


&#60;img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/c355127b89b2d61f0417c135be6499d3ca50461d513411ac09e3942176630475/7QA7T5KUONDVFAB2LQ5YDJILQ4.jpg" data-mid="249692595" border="0"  src="https://freight.cargo.site/w/1000/i/c355127b89b2d61f0417c135be6499d3ca50461d513411ac09e3942176630475/7QA7T5KUONDVFAB2LQ5YDJILQ4.jpg" /&#62;

AFTER&#38;nbsp;
Recognisable / Ownable / Scalable
&#60;img width="1623" height="969" width_o="1623" height_o="969" data-src="https://freight.cargo.site/t/original/i/c29382e4c6036a161b38793e7454667274820f98cbfb8cfeb7ff3467ecd7878c/ChatGPT-Image-May-20--2026--07_52_01-PM-copy.png" data-mid="250110354" border="0"  src="https://freight.cargo.site/w/1000/i/c29382e4c6036a161b38793e7454667274820f98cbfb8cfeb7ff3467ecd7878c/ChatGPT-Image-May-20--2026--07_52_01-PM-copy.png" /&#62;
&#60;img width="10857" height="6399" width_o="10857" height_o="6399" data-src="https://freight.cargo.site/t/original/i/95932dccb9ab46d232cb680ca1659cad43599b6c71961d54891aa538748f5765/Careem_New_Captain_UniformSet_FINAL.png" data-mid="249674270" border="0"  src="https://freight.cargo.site/w/1000/i/95932dccb9ab46d232cb680ca1659cad43599b6c71961d54891aa538748f5765/Careem_New_Captain_UniformSet_FINAL.png" /&#62;PERFORMANCE STARTED WITH THE CAPTAINS

Captains spend more than 10 hours a day exposed to heat, sun and constant movement. Every material, construction detail and garment decision was evaluated through the lens of comfort, durability and long-term usability.

Breathability / UV protection / Anti-odour treatment / Durability / Ease of movement / Reflective applications / Sustainability
 

&#60;img width="4500" height="2795" width_o="4500" height_o="2795" data-src="https://freight.cargo.site/t/original/i/53b0c6447a1088dab5e8ca5b18355d4a2ec2c6adcb67cb904bbffe0070843633/DSC01089_.jpg" data-mid="249692585" border="0"  src="https://freight.cargo.site/w/1000/i/53b0c6447a1088dab5e8ca5b18355d4a2ec2c6adcb67cb904bbffe0070843633/DSC01089_.jpg" /&#62;&#60;img width="6240" height="4160" width_o="6240" height_o="4160" data-src="https://freight.cargo.site/t/original/i/5df51f98524963a3fecf960d47f2766e56ae0154df224fd02289eb748666c77d/DSC01024-copy.jpg" data-mid="249674274" border="0"  src="https://freight.cargo.site/w/1000/i/5df51f98524963a3fecf960d47f2766e56ae0154df224fd02289eb748666c77d/DSC01024-copy.jpg" /&#62;
&#60;img width="4500" height="2775" width_o="4500" height_o="2775" data-src="https://freight.cargo.site/t/original/i/0fbddb94dd99c28690c738b31dd5c83f915a215659f99d03027129714542da2d/DSC01050-copy.jpg" data-mid="249692512" border="0"  src="https://freight.cargo.site/w/1000/i/0fbddb94dd99c28690c738b31dd5c83f915a215659f99d03027129714542da2d/DSC01050-copy.jpg" /&#62;

&#60;img width="4500" height="2789" width_o="4500" height_o="2789" data-src="https://freight.cargo.site/t/original/i/bdbdcaf8766f47d13d0620d6224d2a4402199703a53c3f54a9b15b94b3fddc36/DSC01059-copy.jpg" data-mid="249692513" border="0"  src="https://freight.cargo.site/w/1000/i/bdbdcaf8766f47d13d0620d6224d2a4402199703a53c3f54a9b15b94b3fddc36/DSC01059-copy.jpg" /&#62;
VALIDATED IN THE FIELD

We worked closely with captains and operational teams to test comfort, fit, durability and visibility in real working conditions.


Each iteration helped refine the balance between performance requirements and brand recognition.


SAFETY BACAME THE DESIGN LANGUAGEMost uniforms hide safety features as technical requirements. We chose to make them visible. Reflective elements became a distinctive visual signature that improved night visibility while strengthening brand recognition across the fleet.

&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/280a70b8b6289d4adad0b4e3649d45c065f22bedada53c96797cbadc4b171070/ChatGPT-Image-Jun-22--2026--01_05_00-PM.png" data-mid="249693267" border="0"  src="https://freight.cargo.site/w/1000/i/280a70b8b6289d4adad0b4e3649d45c065f22bedada53c96797cbadc4b171070/ChatGPT-Image-Jun-22--2026--01_05_00-PM.png" /&#62;

&#60;img width="912" height="1725" width_o="912" height_o="1725" data-src="https://freight.cargo.site/t/original/i/06638c3dbdf272a76caacce9433ad26ed98f8a0867449729dbeae6aba2353880/ChatGPT-Image-May-17--2026--02_30_55-AM.png" data-mid="249674271" border="0"  src="https://freight.cargo.site/w/912/i/06638c3dbdf272a76caacce9433ad26ed98f8a0867449729dbeae6aba2353880/ChatGPT-Image-May-17--2026--02_30_55-AM.png" /&#62;

A MOVING BRAND ASSET&#38;nbsp;
By transforming functional safety elements into recognizable brand signals, the uniform system strengthened visibility, consistency and brand recognition across thousands of daily journeys.
MY ROLE
Led the end-to-end creative direction of the project, from strategy and concept development to design, material exploration, production and rollout.

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	<item>
		<title>Guaraná Antarctica</title>
				
		<link>https://isabelgoulart.com.br/Guarana-Antarctica</link>

		<pubDate>Fri, 18 Jun 2021 23:44:12 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Guarana-Antarctica</guid>

		<description>

GUARANÁ ANTARCTICA
É Coisa Nossa2020
by GENAU DESIGN for GUARANÁ ANTARCTICA
 
Guaraná Antarctica is more than a soft drink. It occupies a unique place in Brazilian culture, connecting generations through food, celebrations, rituals and everyday moments.


At the heart of the project was a simple idea: É Coisa Nossa.


&#60;img width="1920" height="892" width_o="1920" height_o="892" data-src="https://freight.cargo.site/t/original/i/86115ecff5674d36b33de19c16bdd49ceff474fdfdef86f8415becfeaf81faf9/poster3.png" data-mid="111740507" border="0"  src="https://freight.cargo.site/w/1000/i/86115ecff5674d36b33de19c16bdd49ceff474fdfdef86f8415becfeaf81faf9/poster3.png" /&#62;É COISA NOSSA
A celebration of the uniquely Brazilian way of living life, mixing influences, creating new traditions, gathering around food, music and shared moments.

The visual system was designed to express that energy, creating a brand that reflects the spontaneity, diversity and cultural richness that make Brazil unmistakably unique.


&#60;img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/36a0519b4a17a8e56d90f4527b6c868374ebe475175e5c31bff1515d3089fdf2/210118_GuaranaAntartica_BrandBook_EN-02.jpg" data-mid="249723485" border="0"  src="https://freight.cargo.site/w/1000/i/36a0519b4a17a8e56d90f4527b6c868374ebe475175e5c31bff1515d3089fdf2/210118_GuaranaAntartica_BrandBook_EN-02.jpg" /&#62;
&#60;img width="8050" height="2250" width_o="8050" height_o="2250" data-src="https://freight.cargo.site/t/original/i/e26dc9d59e079623c3ba3abd164f964a3f51632f4bc9902b201869c2e3af06d0/201001_GuaranaAntartica_BrandBook10-copy.png" data-mid="249723477" border="0"  src="https://freight.cargo.site/w/1000/i/e26dc9d59e079623c3ba3abd164f964a3f51632f4bc9902b201869c2e3af06d0/201001_GuaranaAntartica_BrandBook10-copy.png" /&#62;
A FRAME FOR BRAZILIAN CULTUREOne of the key ideas was transforming the iconic red frame into an active storytelling device.


Instead of functioning solely as a logo element, it became a stage for celebrating the foods, flavors and everyday moments that make Guaraná part of Brazilian life.
&#60;img width="1828" height="1028" width_o="1828" height_o="1028" data-src="https://freight.cargo.site/t/original/i/06ebfda8e533be9769819d447ce548f991f9ea077a68afc42e704251a66f5e2a/guarana_antarctica_animation_high_quality.gif" data-mid="248333059" border="0"  src="https://freight.cargo.site/w/1000/i/06ebfda8e533be9769819d447ce548f991f9ea077a68afc42e704251a66f5e2a/guarana_antarctica_animation_high_quality.gif" /&#62;


&#60;img width="4000" height="2257" width_o="4000" height_o="2257" data-src="https://freight.cargo.site/t/original/i/7a30a9218ba70a7457c6c1232ad11b93965340d7dccabd208d60ac800ef0b695/GUARANA_Billboard.jpg" data-mid="248325991" border="0"  src="https://freight.cargo.site/w/1000/i/7a30a9218ba70a7457c6c1232ad11b93965340d7dccabd208d60ac800ef0b695/GUARANA_Billboard.jpg" /&#62;
&#60;img width="4288" height="2848" width_o="4288" height_o="2848" data-src="https://freight.cargo.site/t/original/i/066706e28364d86b5730f0e81702363c433fe2cb56007a276e9d939b912058ca/201002_GuaranaAntartica_Mockup-Busstop_.jpg" data-mid="248331375" border="0"  src="https://freight.cargo.site/w/1000/i/066706e28364d86b5730f0e81702363c433fe2cb56007a276e9d939b912058ca/201002_GuaranaAntartica_Mockup-Busstop_.jpg" /&#62;A TYPOGRAPHIC SYSTEM INSPIRED BY BRAZILWe created a flexible typographic approach that combines different weights, proportions and expressions.


The system reflects the way Brazilian culture naturally mixes influences, adapts and creates something uniquely its own.
&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/745fa8396011f70e3e8d1cf25263d675342433d35d8ecfe5db24da9ad1e68735/201001_GuaranaAntartica_BrandBook63.png" data-mid="249706468" border="0"  src="https://freight.cargo.site/w/1000/i/745fa8396011f70e3e8d1cf25263d675342433d35d8ecfe5db24da9ad1e68735/201001_GuaranaAntartica_BrandBook63.png" /&#62;FROM BRAND BOOK TO BRAND EXPERIENCEThe identity was designed as a living system capable of expanding across campaigns, packaging, retail, digital products and brand experiences.


The result was a more expressive and cohesive brand language that remains recognisably Guaraná while creating new possibilities for the future.
&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/f26609cd74e64fc828385b6a3b2931a2af8b09043ac384d86cb1f17f37245256/Guarana-Brandbook.png" data-mid="248324941" border="0"  src="https://freight.cargo.site/w/1000/i/f26609cd74e64fc828385b6a3b2931a2af8b09043ac384d86cb1f17f37245256/Guarana-Brandbook.png" /&#62;
	MY ROLELed the creative development of the project, helping define the visual principles, typographic system, brand architecture and Brand Book that guided the future evolution of the Guaraná Antarctica identity.


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	<item>
		<title>Número Primo</title>
				
		<link>https://isabelgoulart.com.br/Numero-Primo</link>

		<pubDate>Tue, 19 Oct 2021 14:53:49 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Numero-Primo</guid>

		<description>NÚMERO
PRIMO
2020
by A EQUIPAfor NÚMERO PRIMO
A CONTEMPORARY IDENTITY ROOTED IN THE DOURO VALLEYCreating a premium wine brand inspired by family heritage, craftsmanship and the character of one of Portugal's most celebrated wine regions.

&#60;img width="2400" height="1381" width_o="2400" height_o="1381" data-src="https://freight.cargo.site/t/original/i/f95f5b6c23780e3ed4674db081bf310402e3f9cd1529b502ff5f8e710b3904f7/Numero-Primo-25.jpeg" data-mid="122031243" border="0"  src="https://freight.cargo.site/w/1000/i/f95f5b6c23780e3ed4674db081bf310402e3f9cd1529b502ff5f8e710b3904f7/Numero-Primo-25.jpeg" /&#62;HONOURING A FAMILY LEGACY

Número Primo was founded by three cousins united by a shared ambition: to transform generations of family vineyards into a contemporary wine brand.


The challenge was to create an identity that balanced tradition and modernity without relying on the visual clichés often associated with wine branding.

&#60;img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/fc27ae4cfe41e41721df1e719a92d60b1a637f1ee977c900dd083da3401f034f/Numero-Primo-16.jpeg" data-mid="122031213" border="0"  src="https://freight.cargo.site/w/1000/i/fc27ae4cfe41e41721df1e719a92d60b1a637f1ee977c900dd083da3401f034f/Numero-Primo-16.jpeg" /&#62;REDUCING TO THE ESSENTIAL

The identity was built around simplicity and precision.


Inspired by the concept of the "prime number", the visual system embraces reduction, creating a distinctive presence through typography, proportion and restraint rather than ornamentation.

&#60;img width="2600" height="1730" width_o="2600" height_o="1730" data-src="https://freight.cargo.site/t/original/i/4789feac7d467a8aa886f7febdbfae8a858959aaf108907eb1a11e6c460fd52a/Numero-Primo-14.jpeg" data-mid="122031212" border="0"  src="https://freight.cargo.site/w/1000/i/4789feac7d467a8aa886f7febdbfae8a858959aaf108907eb1a11e6c460fd52a/Numero-Primo-14.jpeg" /&#62;CRAFTED THROUGH DETAIL

Every element was carefully designed to reinforce a sense of quality and authenticity.


From embossed finishes and capsule details to material selection and print production, the experience was shaped through subtle craftsmanship.

&#60;img width="2400" height="1597" width_o="2400" height_o="1597" data-src="https://freight.cargo.site/t/original/i/6a3cab31790c6331c0cbba4a98776ab88a0e5c6b350f532e3fab94bc113f8e99/Numero-Primo-24.jpeg" data-mid="122031242" border="0"  src="https://freight.cargo.site/w/1000/i/6a3cab31790c6331c0cbba4a98776ab88a0e5c6b350f532e3fab94bc113f8e99/Numero-Primo-24.jpeg" /&#62;A FLEXIBLE PACKAGING SYSTEM

The packaging architecture was designed to accommodate different wine varieties while maintaining a cohesive and recognisable identity.


The result is a system that feels both contemporary and timeless.


&#60;img width="1837" height="1089" width_o="1837" height_o="1089" data-src="https://freight.cargo.site/t/original/i/f967dacfb18a48e4bff8d301bb6b4cd68d1701446e47b66664bf99168c119b61/ChatGPT-Image-Jun-4--2026--11_39_34-AM.png" data-mid="249108192" border="0"  src="https://freight.cargo.site/w/1000/i/f967dacfb18a48e4bff8d301bb6b4cd68d1701446e47b66664bf99168c119b61/ChatGPT-Image-Jun-4--2026--11_39_34-AM.png" /&#62;ELEVATING THE EXPERIENCE

Beyond the bottle itself, the identity extended into presentation and gifting experiences.


Custom packaging and premium materials transformed each product into a more meaningful object, reinforcing the brand's positioning at every touchpoint.

&#60;img width="1536" height="1024" width_o="1536" height_o="1024" data-src="https://freight.cargo.site/t/original/i/c181c06d8f1f2c69aaaf95924c5f284cfa901d997ae01f80c334862c29e7df9f/ChatGPT-Image-Jul-6--2026--01_43_33-PM.png" data-mid="250125555" border="0"  src="https://freight.cargo.site/w/1000/i/c181c06d8f1f2c69aaaf95924c5f284cfa901d997ae01f80c334862c29e7df9f/ChatGPT-Image-Jul-6--2026--01_43_33-PM.png" /&#62;BUILDING A COMPLETE BRAND WORLD

The visual language expanded into stationery, communication materials and supporting brand assets.


Every application followed the same principle: clarity, elegance and confidence through simplicity.


&#60;img width="1760" height="894" width_o="1760" height_o="894" data-src="https://freight.cargo.site/t/original/i/e27b31cbb6013b7045866d8edec45bcd35f4c78eeb8af5f820fdab360e6c3ee4/ChatGPT-Image-Jul-6--2026--01_57_48-PM.png" data-mid="250139533" border="0"  src="https://freight.cargo.site/w/1000/i/e27b31cbb6013b7045866d8edec45bcd35f4c78eeb8af5f820fdab360e6c3ee4/ChatGPT-Image-Jul-6--2026--01_57_48-PM.png" /&#62;
TRADITION, REIMAGINED

The project sought to reinterpret heritage through a contemporary lens.


The result is a refined and enduring identity that allows the quality of the wine and the story behind it to take centre stage.

MY ROLE

As part of the design team, I contributed to the development of the visual identity, packaging system, graphic applications and production details, helping shape a contemporary expression of the Número Primo brand.
TeamDesign Director: Mario MandacaruGraphic Designers: Ana Freitas and Isabel GoulartStrategy: Daniela Valdez
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	<item>
		<title>Coca-Cola </title>
				
		<link>https://isabelgoulart.com.br/Coca-Cola</link>

		<pubDate>Wed, 06 May 2015 02:54:15 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Coca-Cola</guid>

		<description>COCA-COLA

Juntos, Vamos Colorir o Brasil
2013 
by Tátil Design

to COCA-COLA

For the first time in Coca-Cola's history, its iconic red cans were transformed into the colours of the Brazilian flag to celebrate the 2013 FIFA Confederations Cup.


&#60;img width="1535" height="1024" width_o="1535" height_o="1024" data-src="https://freight.cargo.site/t/original/i/4a040434a259a42e939b38568077effea27bae444a8338a7fa842d905bd7dcea/ChatGPT-Image-May-27--2026--01_59_41-PM.png" data-mid="248803382" border="0"  src="https://freight.cargo.site/w/1000/i/4a040434a259a42e939b38568077effea27bae444a8338a7fa842d905bd7dcea/ChatGPT-Image-May-27--2026--01_59_41-PM.png" /&#62;A HISTORIC MOMENT FOR THE BRAND
Coca-Cola is one of the world's most recognisable visual identities.


For this campaign, the brand took an unprecedented step by temporarily replacing its iconic red packaging with the colours of the Brazilian flag, turning a global symbol into a celebration of national pride.


&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/82cfcea5fd90213e57c5e1fae6e54f7eee953d4a147b591b4ed9de1cc2c6c56e/ChatGPT-Image-May-27--2026--01_23_00-PM.png" data-mid="248803388" border="0"  src="https://freight.cargo.site/w/1000/i/82cfcea5fd90213e57c5e1fae6e54f7eee953d4a147b591b4ed9de1cc2c6c56e/ChatGPT-Image-May-27--2026--01_23_00-PM.png" /&#62;FROM PACKAGING TO A NATIONAL MOVEMENT
The idea extended far beyond the can. The campaign transformed retail, OOH and public spaces into a large-scale celebration of Brazilian culture, football and collective participation.


&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/4b7dbfe6e4e86666378d34a7b693164a3b20bd5610e6ccc3eb144d0c64e991ff/ChatGPT-Image-May-27--2026--01_44_37-PM.png" data-mid="248803396" border="0"  src="https://freight.cargo.site/w/1000/i/4b7dbfe6e4e86666378d34a7b693164a3b20bd5610e6ccc3eb144d0c64e991ff/ChatGPT-Image-May-27--2026--01_44_37-PM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/8a7ced7b3694855590b7daa6c85a5aca2bcc2bced1d90d8411ee1e766e2d2283/ChatGPT-Image-May-27--2026--01_13_41-PM.png" data-mid="248803384" border="0"  src="https://freight.cargo.site/w/1000/i/8a7ced7b3694855590b7daa6c85a5aca2bcc2bced1d90d8411ee1e766e2d2283/ChatGPT-Image-May-27--2026--01_13_41-PM.png" /&#62;
TAKING OVER THE CITYEntire transit environments were redesigned to immerse people in the campaign experience.


Stations, trains and public spaces became extensions of the brand, creating moments of surprise and turning everyday commutes into part of the celebration.


&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/7553c1d659e4953dcd4d1a57517f353dfb21c6c7f4c69341606b2b572b3fda6f/ChatGPT-Image-May-27--2026--01_44_28-PM.png" data-mid="248803383" border="0"  src="https://freight.cargo.site/w/1000/i/7553c1d659e4953dcd4d1a57517f353dfb21c6c7f4c69341606b2b572b3fda6f/ChatGPT-Image-May-27--2026--01_44_28-PM.png" /&#62;A VISUAL LANGUAGE INSPIRED BY BRAZILWe collaborated with renowned Brazilian artist Speto to translate his distinctive visual style into a cohesive system applied across packaging, retail environments, OOH, and brand activations.


&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/ad509c88866354c4957e79e1bf305a5bbb8063b968745ddb6ca9ddeed8990f8b/ChatGPT-Image-May-27--2026--02_30_25-PM.png" data-mid="248803398" border="0"  src="https://freight.cargo.site/w/1000/i/ad509c88866354c4957e79e1bf305a5bbb8063b968745ddb6ca9ddeed8990f8b/ChatGPT-Image-May-27--2026--02_30_25-PM.png" /&#62;INVITING PEOPLE TO PARTICIPATEBeyond communication, the campaign created opportunities for public interaction.


Installations and activations encouraged people to engage directly with the idea of colouring Brazil together, reinforcing the campaign's message through participation rather than observation.


CELEBRATING A COUNTRY THROUGH DESIGN

The challenge was to balance Coca-Cola's globally recognised identity with an authentic expression of Brazilian culture.


The result was a campaign that transformed one of the world's most iconic brands into a powerful symbol of collective pride during one of the country's most celebrated moments.MY ROLE
Part of the dedicated Coca-Cola creative team at Tátil Design, responsible for translating Speto's illustrations into a scalable visual system applied across packaging, retail, OOH and campaign touchpoints.

TEAMCreative Diretor: Rircado Bezerra, Felipe Aguiar3d Product Designers: Rodrigo MaiaGraphic Designers: Eduardo Daniel Souza, Eduardo Paixão, Isabel Goulart
</description>
		
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	<item>
		<title>Coca-Cola World Cup</title>
				
		<link>https://isabelgoulart.com.br/Coca-Cola-World-Cup</link>

		<pubDate>Tue, 11 Aug 2015 01:41:28 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Coca-Cola-World-Cup</guid>

		<description>COCA-COLA
2014 FIFA World Cup2014by Tátil Designfor COCA-COLA
BRAZIL ON THE WORLD STAGEFor the 2014 FIFA World Cup, Coca-Cola set out to celebrate the tournament through the lens of the host country.


The challenge was to capture the creativity, optimism and energy of Brazil, transforming local cultural expressions into a visual language that could travel across markets, products and experiences worldwide.


&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/d4326709d1b2019f8b1f6392bc4f733ec637bf081788c93a7eabd440b6745857/ChatGPT-Image-Jun-27--2026--09_04_05-PM.png" data-mid="249858767" border="0"  src="https://freight.cargo.site/w/1000/i/d4326709d1b2019f8b1f6392bc4f733ec637bf081788c93a7eabd440b6745857/ChatGPT-Image-Jun-27--2026--09_04_05-PM.png" /&#62;
MORE THAN FOOTBALLThe World Cup was never just about the game.


It was about the streets, the celebrations, the music, the colours and the collective energy that takes over the country every time football brings people together.


The identity was built to capture that feeling.&#60;img width="2228" height="941" width_o="2228" height_o="941" data-src="https://freight.cargo.site/t/original/i/5f15fef69fe4ec765f5022f64bc03cbac118789646c91db18f4a3677a7a04a40/ChatGPT-Image-Jun-27--2026--05_27_08-PM.png" data-mid="249858710" border="0"  src="https://freight.cargo.site/w/1000/i/5f15fef69fe4ec765f5022f64bc03cbac118789646c91db18f4a3677a7a04a40/ChatGPT-Image-Jun-27--2026--05_27_08-PM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/2f286a71b57d19e8a137bb12a468a4660c728b41b5c85efb365c0a17ed4d3643/ChatGPT-Image-Jun-26--2026--05_59_07-PM.png" data-mid="249839515" border="0"  src="https://freight.cargo.site/w/1000/i/2f286a71b57d19e8a137bb12a468a4660c728b41b5c85efb365c0a17ed4d3643/ChatGPT-Image-Jun-26--2026--05_59_07-PM.png" /&#62;
&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/c4efdbab10b11048eabd1fd4e90d76212a9f15a8654602ed7d1ab93e3790bbb0/ChatGPT-Image-Jun-26--2026--05_07_51-PM.png" data-mid="249839305" border="0"  src="https://freight.cargo.site/w/1000/i/c4efdbab10b11048eabd1fd4e90d76212a9f15a8654602ed7d1ab93e3790bbb0/ChatGPT-Image-Jun-26--2026--05_07_51-PM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/d3de75845ed6fc239a2c872aba22952c52275b52ccb8ca6c71776a28c8f7dcc5/ChatGPT-Image-Jun-26--2026--10_19_06-PM.png" data-mid="249858676" border="0"  src="https://freight.cargo.site/w/1000/i/d3de75845ed6fc239a2c872aba22952c52275b52ccb8ca6c71776a28c8f7dcc5/ChatGPT-Image-Jun-26--2026--10_19_06-PM.png" /&#62;&#60;img width="1448" height="1086" width_o="1448" height_o="1086" data-src="https://freight.cargo.site/t/original/i/be6dd4bbaa41a65594f8df7d2503504d6d1b822dd73e9b587250321489b4d56b/ChatGPT-Image-Jun-26--2026--05_39_56-PM-1.png" data-mid="249839416" border="0"  src="https://freight.cargo.site/w/1000/i/be6dd4bbaa41a65594f8df7d2503504d6d1b822dd73e9b587250321489b4d56b/ChatGPT-Image-Jun-26--2026--05_39_56-PM-1.png" /&#62;FROM EXPRESSIONS TO SYSTEMSThe system expanded far beyond traditional advertising.


From merchandise and collectables to retail activations and fan experiences, every item became an opportunity to bring the spirit of the tournament into people's everyday lives.
&#60;img width="1916" height="821" width_o="1916" height_o="821" data-src="https://freight.cargo.site/t/original/i/e54eecb8fb9457b705d2ba5c1117d9d76b8c7e2aa20d475b737c24ce0446a944/ChatGPT-Image-Jun-27--2026--07_30_30-PM.png" data-mid="249858618" border="0"  src="https://freight.cargo.site/w/1000/i/e54eecb8fb9457b705d2ba5c1117d9d76b8c7e2aa20d475b737c24ce0446a944/ChatGPT-Image-Jun-27--2026--07_30_30-PM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/3e87df25fddd86b60e46b451ae53a4d602c6eaecef6cee1986733675d938d5e0/ChatGPT-Image-Jun-27--2026--08_25_40-PM.png" data-mid="249858619" border="0"  src="https://freight.cargo.site/w/1000/i/3e87df25fddd86b60e46b451ae53a4d602c6eaecef6cee1986733675d938d5e0/ChatGPT-Image-Jun-27--2026--08_25_40-PM.png" /&#62;&#60;img width="1448" height="1086" width_o="1448" height_o="1086" data-src="https://freight.cargo.site/t/original/i/12cb86cc57ef6e260f44df555c0c0732ae8caaa7673831557bb0c8d92f8f2c64/ChatGPT-Image-Jun-27--2026--09_11_18-PM.png" data-mid="249859083" border="0"  src="https://freight.cargo.site/w/1000/i/12cb86cc57ef6e260f44df555c0c0732ae8caaa7673831557bb0c8d92f8f2c64/ChatGPT-Image-Jun-27--2026--09_11_18-PM.png" /&#62;INSPIRED BY THE STREETSThe identity was inspired by Brazilian urban art and built around original illustrations by renowned street artist Speto.


His handcrafted style, expressive textures and imperfect brushstrokes gave the campaign an authentic Brazilian voice that could scale across products, experiences and markets worldwide.
&#60;img width="2206" height="1126" width_o="2206" height_o="1126" data-src="https://freight.cargo.site/t/original/i/30e7de16ebb9bbf341228a16ef5a5ab867cefe55013ddd6774f2698876d1f2f4/ChatGPT-Image-Jun-26--2026--03_32_36-PM.png" data-mid="249858711" border="0"  src="https://freight.cargo.site/w/1000/i/30e7de16ebb9bbf341228a16ef5a5ab867cefe55013ddd6774f2698876d1f2f4/ChatGPT-Image-Jun-26--2026--03_32_36-PM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/343c5a74302cb0f80882cdfe322a6068ea6ff3231009d3e566d737381e5525a5/ChatGPT-Image-Jun-27--2026--08_54_21-PM.png" data-mid="249858763" border="0"  src="https://freight.cargo.site/w/1000/i/343c5a74302cb0f80882cdfe322a6068ea6ff3231009d3e566d737381e5525a5/ChatGPT-Image-Jun-27--2026--08_54_21-PM.png" /&#62;


	MY ROLEAs part of the design team at Tátil, I helped expand the visual system across packaging, promotional products, licensed merchandise and retail applications.


My contribution focused on translating the creative direction into scalable assets and production-ready applications, ensuring consistency across a wide range of physical touchpoints while preserving the expressive energy of the original concept.TEAMDirectors: Ricardo Bezerra, Felipe Aguiar3d Product Designer: Rodrigo Maia
Graphic Designers: Eduardo Paixão, Isabel Goulart, Joanna Terin, Flávia Falcão
 
</description>
		
	</item>
		
		
	<item>
		<title>Casa Litore</title>
				
		<link>https://isabelgoulart.com.br/Casa-Litore</link>

		<pubDate>Wed, 16 Jun 2021 18:07:09 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Casa-Litore</guid>

		<description>

CASA 
LITORE2021by GENAU for CASA LITORE
Living on the Brazilian Coastline


Creating a brand identity inspired by the serenity, sophistication and timeless beauty of Brazil's coastline.
&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/431cb8bf4f3d99fca9f6c4fba3fa8dd98c896d2bfb39c034483ef8d4d2eb300b/201123_Apresentacao_Casa_Litore_ig2.png" data-mid="111549408" border="0"  src="https://freight.cargo.site/w/1000/i/431cb8bf4f3d99fca9f6c4fba3fa8dd98c896d2bfb39c034483ef8d4d2eb300b/201123_Apresentacao_Casa_Litore_ig2.png" /&#62;A PLACE DEFINED BY THE SEA

Located in Angra dos Reis, Casa Litore is a residential development surrounded by one of Brazil's most extraordinary coastal landscapes.


The challenge was to create a brand that captured not only a location, but a feeling of belonging to the ocean.
&#60;img width="3957" height="2250" width_o="3957" height_o="2250" data-src="https://freight.cargo.site/t/original/i/773908126518370274f86bdcab48f5ef38aeea86ab6b6909d06ff11daa2bcbed/201123_Apresentacao_Casa_Litore_ig4.png" data-mid="249759431" border="0"  src="https://freight.cargo.site/w/1000/i/773908126518370274f86bdcab48f5ef38aeea86ab6b6909d06ff11daa2bcbed/201123_Apresentacao_Casa_Litore_ig4.png" /&#62;&#60;img width="4215" height="2250" width_o="4215" height_o="2250" data-src="https://freight.cargo.site/t/original/i/64f3a72894922aa77cda609a033a4b287ca802d9ec15721c172cba05b9ccbc67/201123_Apresentacao_Casa_Litore_ig3.png" data-mid="249759430" border="0"  src="https://freight.cargo.site/w/1000/i/64f3a72894922aa77cda609a033a4b287ca802d9ec15721c172cba05b9ccbc67/201123_Apresentacao_Casa_Litore_ig3.png" /&#62;

TRANSLATING THE COAST INTO A SYMBOL

The name Litore derives from the Latin word for shoreline.


Inspired by the rhythm of waves and the meeting point between land and sea, we developed a visual identity built around simplicity, movement and permanence.

&#60;img width="2997" height="1823" width_o="2997" height_o="1823" data-src="https://freight.cargo.site/t/original/i/c4eba841c454af94ecba807b3bd81b703288c4a996235c7be0210b37646c05a9/201123_Apresentacao_Casa_Litore_ig6.png" data-mid="249759432" border="0"  src="https://freight.cargo.site/w/1000/i/c4eba841c454af94ecba807b3bd81b703288c4a996235c7be0210b37646c05a9/201123_Apresentacao_Casa_Litore_ig6.png" /&#62;&#60;img width="3094" height="1896" width_o="3094" height_o="1896" data-src="https://freight.cargo.site/t/original/i/fa50ea89f713e9ecb08b448f83a0197ad2732a6e68907ef054ef9bc46f633580/201123_Apresentacao_Casa_Litore_ig8.png" data-mid="249759433" border="0"  src="https://freight.cargo.site/w/1000/i/fa50ea89f713e9ecb08b448f83a0197ad2732a6e68907ef054ef9bc46f633580/201123_Apresentacao_Casa_Litore_ig8.png" /&#62;BUILDING A PREMIUM BRAND SYSTEM

The identity was designed to balance elegance with restraint.


A refined colour palette, minimal typography and carefully crafted applications created a cohesive system capable of supporting every brand touchpoint.

&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/c0b2ed137c503a613cc925b582ffe7559cf8c66b3382e7e0a33330e0947c03cb/201123_Apresentacao_Casa_Litore_ig9.png" data-mid="111549415" border="0"  src="https://freight.cargo.site/w/1000/i/c0b2ed137c503a613cc925b582ffe7559cf8c66b3382e7e0a33330e0947c03cb/201123_Apresentacao_Casa_Litore_ig9.png" /&#62;&#60;img width="3719" height="2250" width_o="3719" height_o="2250" data-src="https://freight.cargo.site/t/original/i/d56f44d604e9e9d8f1cc76ad10c9ba667172aa7f6db805af4b23f866b2377aab/201123_Apresentacao_Casa_Litore_ig10.png" data-mid="249759434" border="0"  src="https://freight.cargo.site/w/1000/i/d56f44d604e9e9d8f1cc76ad10c9ba667172aa7f6db805af4b23f866b2377aab/201123_Apresentacao_Casa_Litore_ig10.png" /&#62;&#60;img width="2304" height="1402" width_o="2304" height_o="1402" data-src="https://freight.cargo.site/t/original/i/8703f8f8b4b757aafc40a7fed04a5b33132f92b01949c8c7875825090ed8cdbe/ChatGPT-Image-Jun-24--2026--01_27_51-PM.png" data-mid="249764320" border="0"  src="https://freight.cargo.site/w/1000/i/8703f8f8b4b757aafc40a7fed04a5b33132f92b01949c8c7875825090ed8cdbe/ChatGPT-Image-Jun-24--2026--01_27_51-PM.png" /&#62;
&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/9069dc40d5aac9043c2132a40dbe41c5fb0272801eece2759149ace7d59c06b9/201123_Apresentacao_Casa_Litore_ig14.png" data-mid="111549420" border="0"  src="https://freight.cargo.site/w/1000/i/9069dc40d5aac9043c2132a40dbe41c5fb0272801eece2759149ace7d59c06b9/201123_Apresentacao_Casa_Litore_ig14.png" /&#62;
EXTENDING THE EXPERIENCE

Rather than existing only in sales materials, the identity was designed to live throughout the customer experience.


Every application helped reinforce the project's relaxed sophistication and connection to coastal living.

&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/95fc8c532f5b05304b1c6ceeec19b106e7f69e606110f9888fcffcfcd842ed0e/201123_Apresentacao_Casa_Litore_ig17.png" data-mid="111549424" border="0"  src="https://freight.cargo.site/w/1000/i/95fc8c532f5b05304b1c6ceeec19b106e7f69e606110f9888fcffcfcd842ed0e/201123_Apresentacao_Casa_Litore_ig17.png" /&#62;

	FROM PHYSICAL TO DIGITAL


The visual language extended naturally into the digital experience.


Photography, typography and layout systems were designed to create the same sense of calm, openness and connection found in the landscape itself.DESIGNING A SENSE OF PLACE

The goal was never simply to create a real estate brand.


It was to build an identity that could express the atmosphere, lifestyle and emotional value of living by the sea.


The result was a cohesive brand system that reflects the serenity and timeless elegance of the Brazilian coastline.

MY ROLE

As Creative Director, I led the project from strategy to execution, creating the visual identity, graphic language, website, communication materials and Brand Book, ensuring a cohesive expression of the experience across every touchpoint.


</description>
		
	</item>
		
		
	<item>
		<title>Shareitt</title>
				
		<link>https://isabelgoulart.com.br/Shareitt</link>

		<pubDate>Wed, 13 May 2026 15:50:42 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Shareitt</guid>

		<description>SHAREITT 
REBRANDING
2024by GENAU
for SHAREITT
A PLATFORM BUILT AROUND HUMAN CONNECTION Shareitt is a global platform created to connect people, ideas and communities. As the platform evolved, the challenge became creating an identity that could better reflect its purpose: helping people learn, collaborate and grow together.

&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/3dc1ceea3b67e26293f012b50df97bd15cfaa72a4cd2618a4b405e8985bcf503/BEFORE-and-AFTER.png" data-mid="248413593" border="0"  src="https://freight.cargo.site/w/1000/i/3dc1ceea3b67e26293f012b50df97bd15cfaa72a4cd2618a4b405e8985bcf503/BEFORE-and-AFTER.png" /&#62;
EVOLVING THE BRAND As Shareitt expanded, the identity needed to move beyond its original expression and better represent the scale, warmth and ambition of the growing ecosystem.FROM PLATFORM TO ECOSYSTEM The project began by understanding what connected the different communities behind Shareitt. Through strategy workshops and collaborative sessions, we defined a clear foundation built around connection, participation and shared growth.


&#60;img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/3529aa0f77bf347e13dbb975636228f0247ea15437e52e879bc733a4efcb5975/Shareitt_GIF_VERSION_ULTRA_HQ_1s.gif" data-mid="248422436" border="0"  src="https://freight.cargo.site/w/1000/i/3529aa0f77bf347e13dbb975636228f0247ea15437e52e879bc733a4efcb5975/Shareitt_GIF_VERSION_ULTRA_HQ_1s.gif" /&#62;CREATING A FLEXIBLE SYSTEM A scalable design system designed to grow across products, experiences and communication while maintaining a consistent brand presence.


&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/fbeb04568ef443a1a9b8b6838db1825c9aef4f2e3fbedf0bc0bd3bda1cd298d3/Shareitt-Brandbook-02.png" data-mid="248305964" border="0"  src="https://freight.cargo.site/w/1000/i/fbeb04568ef443a1a9b8b6838db1825c9aef4f2e3fbedf0bc0bd3bda1cd298d3/Shareitt-Brandbook-02.png" /&#62;EXPRESSING THE SPIRIT OF THE COMMUNITY A bold and playful visual language helps communicate the values that define Shareitt: collaboration, empathy, curiosity and collective growth.
&#60;img width="4724" height="3150" width_o="4724" height_o="3150" data-src="https://freight.cargo.site/t/original/i/b9477d9b19a36fc119223255240f4dfec40926ce9392c16699e16a488ba60e6e/230629_ENJO_Mockup_Iphone.jpg" data-mid="248300141" border="0"  src="https://freight.cargo.site/w/1000/i/b9477d9b19a36fc119223255240f4dfec40926ce9392c16699e16a488ba60e6e/230629_ENJO_Mockup_Iphone.jpg" /&#62;&#60;img width="3745" height="2000" width_o="3745" height_o="2000" data-src="https://freight.cargo.site/t/original/i/f7d1b57cf7321dcad47e243fc83854e279f612ce85cb234a753685286807b257/250226_Shareitt_SocialMedia1_IG.jpg" data-mid="248300365" border="0"  src="https://freight.cargo.site/w/1000/i/f7d1b57cf7321dcad47e243fc83854e279f612ce85cb234a753685286807b257/250226_Shareitt_SocialMedia1_IG.jpg" /&#62;&#60;img width="4724" height="3150" width_o="4724" height_o="3150" data-src="https://freight.cargo.site/t/original/i/72898d679c817660a93a1ac5924dbce73bdc074beb22f5a999f0023bd5a3da17/250223_Shareitt_Mobile02_IG.jpg" data-mid="248300142" border="0"  src="https://freight.cargo.site/w/1000/i/72898d679c817660a93a1ac5924dbce73bdc074beb22f5a999f0023bd5a3da17/250223_Shareitt_Mobile02_IG.jpg" /&#62;FROM DIGITAL TO PHYSICAL SPACES Designed to live far beyond screens, the identity adapts naturally across campaigns, events and community initiatives.
&#60;img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/6ea2d6b8ba3c70a2ff73cb292542c1f93c106222055856998e31039924b15bf9/250226_Shareitt_OOH_IG2.jpg" data-mid="248300162" border="0"  src="https://freight.cargo.site/w/1000/i/6ea2d6b8ba3c70a2ff73cb292542c1f93c106222055856998e31039924b15bf9/250226_Shareitt_OOH_IG2.jpg" /&#62;
&#60;img width="6000" height="3654" width_o="6000" height_o="3654" data-src="https://freight.cargo.site/t/original/i/e77eba82561747a7c67a07128c9574a032bc01ed3cccb95c526265c17d451578/250226_Shareitt_OOH5.2_IG-copy.png" data-mid="248300277" border="0"  src="https://freight.cargo.site/w/1000/i/e77eba82561747a7c67a07128c9574a032bc01ed3cccb95c526265c17d451578/250226_Shareitt_OOH5.2_IG-copy.png" /&#62;&#60;img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/84243425873db7f694a33ceb747d530825aafbcc5ae6a61d426f082d7374925c/250226_Shareitt_OOH_IG.jpg" data-mid="248300504" border="0"  src="https://freight.cargo.site/w/1000/i/84243425873db7f694a33ceb747d530825aafbcc5ae6a61d426f082d7374925c/250226_Shareitt_OOH_IG.jpg" /&#62;&#60;img width="4000" height="2666" width_o="4000" height_o="2666" data-src="https://freight.cargo.site/t/original/i/8cce0263c057fadc4ceddfd289764751a122ceed9cdb0b92a1675b7b04505ce6/250226_Shareitt_SocialMedia2_IG.jpg" data-mid="248300306" border="0"  src="https://freight.cargo.site/w/1000/i/8cce0263c057fadc4ceddfd289764751a122ceed9cdb0b92a1675b7b04505ce6/250226_Shareitt_SocialMedia2_IG.jpg" /&#62;&#60;img width="4799" height="2538" width_o="4799" height_o="2538" data-src="https://freight.cargo.site/t/original/i/08914caffbf99dc9c31f544dffd9e57f765c14017010f59716304cf9a63dbd58/250223_Shareitt_Notebook_IG-copy.jpg" data-mid="248300508" border="0"  src="https://freight.cargo.site/w/1000/i/08914caffbf99dc9c31f544dffd9e57f765c14017010f59716304cf9a63dbd58/250223_Shareitt_Notebook_IG-copy.jpg" /&#62;
BUILDING A BRAND THAT GROWS WITH ITS COMMUNITY More than a visual refresh, the project created a foundation for Shareitt's next chapter,&#38;nbsp; a brand designed to evolve alongside the people who shape it every day.MY ROLEThis project was built through collaboration from day one. I brought together a team of strategists, designers and communication specialists, leading the process of defining the brand strategy, shaping the creative direction and developing the visual and verbal identity that brought Shareitt's vision to life.


</description>
		
	</item>
		
		
	<item>
		<title>Indie Campers</title>
				
		<link>https://isabelgoulart.com.br/Indie-Campers</link>

		<pubDate>Wed, 16 Jun 2021 15:55:59 +0000</pubDate>

		<dc:creator>Isabel Goulart</dc:creator>

		<guid isPermaLink="true">https://isabelgoulart.com.br/Indie-Campers</guid>

		<description>INDIE 
CAMPERS
2020by A EQUIPAfor INDIE CAMPERS
WAY TO GO
Founded in Portugal in 2013, Indie Campers quickly became one of Europe's fastest-growing road trip platforms.
The opportunity was to create a brand that could express a new way of travelling. More independent, more flexible and more connected to the entire journey.

&#60;img width="3963" height="2231" width_o="3963" height_o="2231" data-src="https://freight.cargo.site/t/original/i/e927913072ffbdc38cfcdc331f465a218090b4fd3b93a917f60e57a3d48573d7/_BOARD_INDIE-09.png" data-mid="249718656" border="0"  src="https://freight.cargo.site/w/1000/i/e927913072ffbdc38cfcdc331f465a218090b4fd3b93a917f60e57a3d48573d7/_BOARD_INDIE-09.png" /&#62;

FOLLOWING THE SUNAnyone who has spent time on the road knows how often you end up following the sun.


It shapes the landscape, marks the passing of time and quietly guides the journey from morning to night.


That simple observation became the foundation of the identity. As the light changes throughout the day, the brand changes with it, creating a system inspired by its rhythms.

&#60;img width="4001" height="2251" width_o="4001" height_o="2251" data-src="https://freight.cargo.site/t/original/i/e780c280f70ad0285bca8b8de7d002b9ffd10cdfd7e5d5618d0d33d4961964a1/_BOARD_INDIE-10.png" data-mid="111725302" border="0"  src="https://freight.cargo.site/w/1000/i/e780c280f70ad0285bca8b8de7d002b9ffd10cdfd7e5d5618d0d33d4961964a1/_BOARD_INDIE-10.png" /&#62;&#60;img width="4001" height="2212" width_o="4001" height_o="2212" data-src="https://freight.cargo.site/t/original/i/d8cdbcfb76b0b6cc9c87d952bdb36c154c145eaf316746eed5e31232653d4133/_BOARD_INDIE-19.png" data-mid="249718438" border="0"  src="https://freight.cargo.site/w/1000/i/d8cdbcfb76b0b6cc9c87d952bdb36c154c145eaf316746eed5e31232653d4133/_BOARD_INDIE-19.png" /&#62;BUILDING A WORLD AROUND THE JOURNEY
The identity was designed to capture the feeling of being on the road.

Every element of the system was created to reflect that sense of movement and discovery, allowing the brand to feel consistent while never standing still.
&#60;img width="4000" height="2616" width_o="4000" height_o="2616" data-src="https://freight.cargo.site/t/original/i/4d604c11b2efc6710b8a4f149d9913404b8c872f67c68bc511d7703563dbba52/_BOARD_INDIE-18.png" data-mid="249718437" border="0"  src="https://freight.cargo.site/w/1000/i/4d604c11b2efc6710b8a4f149d9913404b8c872f67c68bc511d7703563dbba52/_BOARD_INDIE-18.png" /&#62;
&#60;img width="4001" height="2250" width_o="4001" height_o="2250" data-src="https://freight.cargo.site/t/original/i/46246eef514938916cdccf018bd2ce069936e3e21cc8a85c9e2956f45d259041/_BOARD_INDIE-03.png" data-mid="111725296" border="0"  src="https://freight.cargo.site/w/1000/i/46246eef514938916cdccf018bd2ce069936e3e21cc8a85c9e2956f45d259041/_BOARD_INDIE-03.png" /&#62;&#60;img width="4000" height="2218" width_o="4000" height_o="2218" data-src="https://freight.cargo.site/t/original/i/7e27628adbbb383307a123e5d0407e8525144bf7f660e4aa84e1a139a8601685/_BOARD_INDIE-06.png" data-mid="249718444" border="0"  src="https://freight.cargo.site/w/1000/i/7e27628adbbb383307a123e5d0407e8525144bf7f660e4aa84e1a139a8601685/_BOARD_INDIE-06.png" /&#62;
&#60;img width="4001" height="2056" width_o="4001" height_o="2056" data-src="https://freight.cargo.site/t/original/i/273776f01628537dc22a78b7659b554daace5e537be86f32710d4410a182e8fe/_BOARD_INDIE-17.png" data-mid="111730298" border="0"  src="https://freight.cargo.site/w/1000/i/273776f01628537dc22a78b7659b554daace5e537be86f32710d4410a182e8fe/_BOARD_INDIE-17.png" /&#62;
&#60;img width="4001" height="2250" width_o="4001" height_o="2250" data-src="https://freight.cargo.site/t/original/i/634e41aed840072b2cbc85953a8087762ee724ee1c246be9508aa30b3016bf58/_BOARD_INDIE-02.png" data-mid="111725295" border="0"  src="https://freight.cargo.site/w/1000/i/634e41aed840072b2cbc85953a8087762ee724ee1c246be9508aa30b3016bf58/_BOARD_INDIE-02.png" /&#62;TURNING VEHICLES INTO AMBASSADORS&#38;nbsp;
The fleet is the brand's most powerful communication channel. Every vehicle on the road transformed into a moving expression of the brand.&#38;nbsp;
Inspired by the changing colours of the sun, the fleet became a natural extension of the identity.


&#60;img width="1536" height="1024" width_o="1536" height_o="1024" data-src="https://freight.cargo.site/t/original/i/de89670b62354ad264ca54fcb344c904c6fccd2f6a3634e7ffc248c047efba9e/ChatGPT-Image-May-19--2026--11_55_58-AM.png" data-mid="248457913" border="0"  src="https://freight.cargo.site/w/1000/i/de89670b62354ad264ca54fcb344c904c6fccd2f6a3634e7ffc248c047efba9e/ChatGPT-Image-May-19--2026--11_55_58-AM.png" /&#62;&#60;img width="1672" height="941" width_o="1672" height_o="941" data-src="https://freight.cargo.site/t/original/i/6d4a21837eb2f9f26b06e2adb4f8db47af554c3fd5d92f98de85d34883f66483/ChatGPT-Image-Jul-6--2026--08_30_49-PM.png" data-mid="250144027" border="0"  src="https://freight.cargo.site/w/1000/i/6d4a21837eb2f9f26b06e2adb4f8db47af554c3fd5d92f98de85d34883f66483/ChatGPT-Image-Jul-6--2026--08_30_49-PM.png" /&#62;
BEYOND THE ROADIndie Campers was built around a community of travellers, explorers and adventure seekers.

The apparel extended the brand into everyday moments, turning the journey into something people could carry with them wherever they went.
&#60;img width="1536" height="1024" width_o="1536" height_o="1024" data-src="https://freight.cargo.site/t/original/i/b5d276ea37e70fcde30de12369ae4e5ac097f5ef0bbacd2984f5f5df8637b087/ChatGPT-Image-May-18--2026--08_59_01-AM.png" data-mid="249718446" border="0"  src="https://freight.cargo.site/w/1000/i/b5d276ea37e70fcde30de12369ae4e5ac097f5ef0bbacd2984f5f5df8637b087/ChatGPT-Image-May-18--2026--08_59_01-AM.png" /&#62;&#60;img width="4001" height="2056" width_o="4001" height_o="2056" data-src="https://freight.cargo.site/t/original/i/c7b2026985319681e7b403b82c3ea0fa837822790ab4d4acb99d4f34acb011e9/_BOARD_INDIE-11.png" data-mid="111725303" border="0"  src="https://freight.cargo.site/w/1000/i/c7b2026985319681e7b403b82c3ea0fa837822790ab4d4acb99d4f34acb011e9/_BOARD_INDIE-11.png" /&#62;&#60;img width="4001" height="1025" width_o="4001" height_o="1025" data-src="https://freight.cargo.site/t/original/i/7c2d80a722a68aaa512c8c872d698124fef42a791043f8d739ea3d0a306e6a73/_BOARD_INDIE-15.png" data-mid="111725307" border="0"  src="https://freight.cargo.site/w/1000/i/7c2d80a722a68aaa512c8c872d698124fef42a791043f8d739ea3d0a306e6a73/_BOARD_INDIE-15.png" /&#62;THE BRAND BOOKThe foundation for how the brand should look, feel and behave across different countries, teams and touchpoints, transforming the concept into a system that grows with the company.

&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/acefed34208186e8767dab1309e4465757b453ec9c7f74aa41093a25808ac670/_BOARD_INDIE-01.png" data-mid="111725294" border="0"  src="https://freight.cargo.site/w/1000/i/acefed34208186e8767dab1309e4465757b453ec9c7f74aa41093a25808ac670/_BOARD_INDIE-01.png" /&#62;
MY ROLEI led the evolution and rollout of the brand across key customer touchpoints, transforming the identity into a scalable and immersive brand experience.

From fleet livery and lifestyle collections to campaign systems, merchandise and brand guidelines, I helped translate the vision into a cohesive world that could live consistently across physical and digital experiences.

TeamArt director: Mario MandacaruGraphic Designers: Ana Freitas and&#38;nbsp;Isabel GoulartStrategy: Daniela Valdez
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