ENGENHEIRA LEITORA
"Engenheira Leitora" ("Engineer Reader") is a brand created by Natália Moraes, a digital literary content creator. The name cleverly reflects a blend of her background in engineering, an exact science, with her deep passion for reading, a pursuit rooted in the humanities. This fusion not only defines her unique personality but also challenges the conventional separation of these two seemingly divergent fields.
The brand’s visual identity captures and communicates this duality through carefully designed elements, including the logo and its variations, typographic choices, color palette, and graphic motifs. Each component of the visual identity is thoughtfully integrated to build a cohesive and distinctive brand personality.
The project strategy was divided into the following steps: brief, mapping/discovery, concept, design and final solution.
Client
Natália Moraes
Place
Porto Alegre, Brazil
Year
2020
Deliverables
Branding
Brand guidelines
Social media templates
Mapping process and Concept
Through an intensive discovery process, the true essence of the brand was uncovered, laying the foundation for the design phase.
This in-depth mapping allowed us to clearly define the brand’s core concept, ensuring it is effectively highlighted and communicated in the design.
Engenheira Leitora brand is...
...Wise without being traditional.
Sensitive without being shy.
Bold without being arrogant.
She is adventurous, dreamy, and free.
Reliable, cheerful, and friendly.
She creates content.
She studies, reads, and writes.
She communicates with people.
Design phase
Findings from the Mapping process shaped the Design phase. It became clear that featuring the brand owner's persona was essential.
Additionally, it was important to convey the themes of reading and wisdom as key elements of the brand's identity.
Final solution
The final design solution for Engenheira Leitora is a balanced blend of elements that reflect the brand’s true essence. The brand identity is both adventurous and grounded, dreamy yet reliable, cheerful, and always friendly.
The colors and typography work together to create a visual identity that is as dynamic and engaging as the content creator herself, reinforcing her image as a humanized and relatable brand.
The typography chosen for Engenheira Leitora aligns with the brand’s diverse characteristics.
The combination of different fonts conveys wisdom and reliability, with a clean, modern touch, ensuring the brand remains accessible and easy to engage with, reflecting its sensitivity and friendliness.
The colour palette is composed of vibrant and soft colours that work together to express the brand’s multifaceted nature.
Vibrant blue represents wisdom and reliability, without feeling overly traditional.
Energetic orange and bright yellow add a bold, adventurous touch, conveying the brand’s cheerful and lively spirit.
Soft pink and gentle green introduce sensitivity and approachability, ensuring the brand feels warm and friendly while remaining fresh and modern.
The Engenheira Leitora's brand identity is rich, with distinctive graphic elements, including the star and smiling face stickers. To further define the brand, the tagline "Reading transforms people" was created.
In addition to the tagline, a series of supporting phrases have been created to help shape the brand's personality. These phrases are often presented in a wavy format, another unique characteristic of the visual identity that adds to the brand's dynamic and engaging feel.
