Work

Brand Purpose That Drives Growth

ASP Supermercados brand book page: three S-shaped brand forms filled with fruit, a shopper and a city scene, on a blue background with grid lines.

The Challenge

ASP takes its name from Amizade (Friendship), Stela, and Pavan. The superstore was officially founded on September 13, 1995, through the acquisition of Mercadinho Lorena, beginning with an initial staff of three that included the shareholders and their families. Today, ASP is a thriving operation with three stores serving the cities of Valinhos and Vinhedo.

ASP Supermercados logo on white and on blue, with the tagline "A vida é melhor com amigos."

The Purpose

Through purpose-discovery workshops I led, we uncovered ASP’s core truth: life is better with friends. ASP brings this to life by providing quality products and making everyday shopping easier, so customers can focus on sharing meals and making memories.

ASP brand shape in blue beside a heart, a flower and a circle icon, and a white card showing the same icons.
ASP brand shape in blue next to a grid of simple icon shapes in solid, outline and tinted versions.

The Concept

Based on our discoveries, I developed a concept anchored in connection. The execution uses sharp, detailed visuals to put real freshness front and center.

Friends celebrating around a shopping cart, framed inside the S-shaped ASP brand form with thin blue line graphics.

More content

The three Unprompted seals, in black on white. Article30%Made by a human How much AI is in what you consume?

Criteria for declaring AI use in text, image and sound.

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My creative method, from purpose to craft

 Read more 4 min read ComfyUI screen with the workflow for the horse scene: the prompt describing the woman on the white horse and the boy in the desert, the LoRA, the sampler and, highlighted on the right, the generated image with the fire beside them. Article100%Made by a human Art direction with local generative AI

More control over image quality, and fewer tokens spent.

 Read more 5 min read Advertising concept visual: SUV with a yellow parking notice under the windshield wiper in an urban setting. Work Art Direction

Unlocking Your Big Idea: A Proven Method For Concept Creation

 View more Hands holding a deck of illustrated workshop cards with colorful abstract shapes, designed for SIJ UFSCar. Work Graphic Design

Craft that turns brand rules into creative energy

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Start with people. End with a system.

 View more Open brandbook pages displaying typography, color palettes, and visual identity guidelines for ASP Supermercados. Work Branding

Brand Purpose That Drives Growth

 View more Presenter holding the product on a bright green set in a frame from the campaign film. Work Creative Direction

Uniting Agency And Client Teams On A New Brand Purpose

 View more Aerial view of a rainforest with rocky hills under a cloudy sky. Personal project KATEKASHIS / KTKX

Documentary trailer

 Watch trailer Album cover of Blood by Devoid: an anime-style woman with red hair and white ribbons in front of a futuristic city. Personal project Devoid, synthpop with anime

From the 2009 demos to the 2011 show, track by track

 Listen Collage of a meditating figure filled with forest, set inside a flame filled with a city seen from above. Personal project Concepts

Photo collages cut into symbolic silhouettes

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