Rebranding. New image. Same purpose.

Structuring and translating brand values and visions has been the core of my work. And if there’s one thing I’ve learned over this time, it’s that a brand only becomes relevant when it aligns, inside and out. Gaining coherence, strong presence, clarity and the ability to inspire trust.

It was time to apply that same principle to my own.


REBRANDING New image. Same purpose.



Over the last years, I’ve built a transversal professional path in marketing, communication and brand management. My practice combines strategy with execution, creative vision with planning and positioning with design. And if my work is precisely about merging these elements holistically, it was inevitable that the time would come to apply that same process to myself.

My previous logo was born in a very early stage of my positioning, more emotional, with a strong personal load and a direct link to my signature. It served its purpose: to show up and start communicating, while other strategic and operational priorities needed more of my attention (such as services, portfolio and digital presence). Now that this ground is more consolidated, it made sense to align my visual universe with the maturity I’ve gained.


Times change, and we change with them.


This rebranding marks a milestone. Of maturation, greater visual and conceptual presence, intentional clarity that removes noise and doubts and a design meant to convey trust and professionalism across all platforms and formats.



Monogram


The brand’s new main symbol is a monogram with the initials NG, from Natália Grosso, integrated into a single sign. Simple, personal and direct in its intention.

It’s a composition designed based on the Gestalt Principle. Even with missing parts (like the leg of the N or part of the G), the brain automatically completes the shape, in an intuitive exercise of reading and recognition.

Beyond its solid structure, the monogram was designed with slightly rounded angles. This was a conscious choice to balance the rigid geometry with a sense of closeness. This subtle softness reflects a more feminine, individual and approachable approach, aligned with my way of being and communicating. Unlike straighter and more sober compositions, these contours make the symbol more welcoming without compromising its assertiveness.


It’s a symbol that, unlike the old one, suggests:

  • Confidence, for being solid and well-defined
  • Maturity, for letting go of decorative elements
  • Authenticity, for not relying on generic solutions

The monogram functions as the main brand mark, but also as a visual element highlighted in different contexts (from social media and presentations to more institutional digital environments). Its solid construction allows it to be recognised independently, but it also naturally adapts to coexist with other identity elements, such as the tagline or the lightbulb icon.


From this base, I developed a visual pattern with the monogram repeated at a 45 degree angle and low opacity. It was designed to subtly reinforce the brand identity in backgrounds and animations. This new graphic language allows the identity to remain consistent, recognisable and flexible, opening space for variations tailored to each communication channel, whether in a more formal and corporate register or an informal and digital tone.



Icon


I kept the lightbulb as part of the visual universe, but simplified, refined and removed its starring role.

The previous version included a brain inside the lightbulb, which created visual noise, hindered scalability and opened room for overly literal (or even ambiguous) interpretations.

In this new phase, the bulb is assumed purely as a conceptual symbol. A visual reference to creative thinking, strategy and the idea in its purest state. Its new shape is more minimalist, versatile and contemporary, allowing for applications in small scales, promotional materials, patterns or animations.


Before launching this logo, some people asked whether the bulb could be mistaken for an electrical company’s symbol.

That association is totally understandable. The lightbulb is, visually, an icon many people immediately associate with the world of energy. It’s a quick, almost automatic reading, reflecting a common expectation: that brand symbols should immediately explain what the brand does.


But the most memorable brands rarely follow that logic.


Apple doesn’t have computers in its logo. Nike doesn’t have shoes. Lacoste doesn’t have clothes. And the apple, swoosh and crocodile gain recognition and meaning through the consistency with which they are used, the context they appear in and the values they represent.

Naturally, these are brands with decades of global presence. Even so, the principle is the same. The symbol becomes relevant not for what it shows, but for what it represents.


In my case, the bulb is a visual metaphor. It represents creative thinking and strategic vision.



Palette


I kept the previous colour palette, now with better contrast control and consistency.

  • Burgundy brings sophistication, seriousness and energy. It’s a warm and restrained emotional colour, with a subtle load of femininity, understood here as openness, listening and a relational, empathetic and genuinely committed way of working with people’s and brands’ real needs.
  • Light grey works as a modern counterpoint, associated with calm, balance and lightness. It brings contrast and contemporaneity to the composition, without falling into saturated tones or passing trends.

The combination stands out in the marketing and branding world because it avoids saturated tones and overused visual formulas. It shows more of my personality without falling into trends.



Typography


Typography is one of the most evident aspects of this change.

I abandoned the previous, more affective and informal calligraphy and adopted a sans-serif font. Clean, with balanced weight and high readability. This choice is also symbolic. It marks a clear transition to more structured communication, with greater professional maturity and visual rigour.

This option reinforces:

  • My need to operate clearly in digital environments
  • My vision as a branding and communication professional with ambition
  • My ability to integrate corporate and institutional contexts with coherence



Tagline


The tagline remains clear and direct: “Marketing & Communication”.

This verbal positioning complements the visual identity with transparency and focus. It defines the territory where I operate, at the intersection of brand strategy, creative direction and planned execution.



Positioning


This rebranding comes at a time of a greater affirmation in my career.

I remain available as an independent professional, with autonomy and method, but with a special interest in collaborating with more strategic structures where I can contribute with vision, consistency and responsibility.

More than one-off projects, I seek real involvement, where I can actively participate in building purpose-driven brands, in environments that value long-term thinking, collaboration and brand intelligence.

This new identity, more than an aesthetic update, was made to represent what I offer. It’s the natural result of a more structured, conscious path, aligned with the impact I aim to generate. Whether in independent collaborations or integrating teams, the goal is always to build long-term value.


The purpose remains the foundation. And this rebranding is its clearest expression of an evolution that can be seen and felt, inside and out.

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