From 2019 to 2020, Yellow stood as the leading micromobility player in Brazil. Having worked with
the company throughout its entire lifecycle, I was responsible for implementing and leading the
Brand Design. My focus was on architecting a visual system that could keep pace with rapid
operational scaling, creating an iconic urban language that became a staple of Brazil’s major metropolitan landscapes.
The International Rock n’ Roll Day
To celebrate International Rock n’ Roll Day, we orchestrated a visual tribute to music’s most legendary milestones. We utilized the geometry and silhouettes of Yellow’s bikes and scooters to “remix” iconic album covers for an exclusive Instagram campaign. By blending urban mobility with rock history, we created a high-engagement series that resonated with our community’s lifestyle and cultural interests.
Digital Influencers
To activate the Yellow brand among key influencers, we bypassed traditional gifting in favor of custom art. Understanding the saturation of the influencer market, I led the creation of individualized illustrations that reimagined each creator within the Yellow universe. This design-led approach transformed a standard “unboxing” moment into a personalized brand experience, resulting in significantly higher authentic social sharing and community buzz.
Wallpapers
At Yellow, our illustration-led communication became a hallmark of the brand’s identity. To reward our most engaged users, we translated our signature visual style into a collection of curated wallpapers. By deconstructing our core brand elements into decorative art, we strengthened user affinity and ensured the brand remained top-of-mind, even when users weren't on a bike.
Valentine’s Day
To celebrate Valentine’s Day, we transformed user-generated content into a vibrant visual narrative. By inviting our users to submit love notes, we created a real-time design initiative where these stories were reimagined as bespoke illustrations, strengthening brand affinity through personalized storytelling.
Campanha do Agasalho
In São Paulo, the harsh reality of homelessness is intensified by the winter cold. Recognizing that the streets are where the need is greatest—and where our bikes live—we transformed the Yellow fleet into a distributed network for solidarity. By repurposing bike baskets as donation hubs, we created a seamless point of contact between those who can help and those in need. What began as an internal drive evolved into a city-wide movement, encouraging users to leave warm clothing in baskets for immediate, direct support to the local community.
Client: Yellow
Head of Marketing: Luiz F. Marques
Art Direction/Design/Illustration: Caio Nakao
Copy/Content Strategist: Marcela Soares
Community Manager: Andrea Cerqueira
Production: Fabíola Molan, Kendra Kauani
Brand Design: Elano Collaço
Photography: Helena Yoshioka
WHAT I DID
Art Direction
Illustration
Lead Design
Visual Design