I create brands and experiences that connect people, cultures and purpose.

  • Brand strategy

    I define the position a brand wants to hold, what it represents and how it should be perceived.

    Positioning, naming, architecture, narrative and strategic direction.

  • Visual identity + Brand AI Agent

    Visual and verbal identity, typography, color, imagery, motion and guidelines.

    I turn guidelines into an active tool for the team: an AI agent trained on the brand's strategy, language and visual system, built to create consistent content across every channel.

  • Digital products and experiences

    Design of digital platforms of every kind. Websites, e-commerce, apps, dashboards and other systems.

    • Error analysis and diagnosis;
    • Architecture analysis and potential system improvements;
    • Flow and/or journey mapping across the entire system/platforms;
    • User experience improvements;
    • High-fidelity prototyping;
    • Complete Design System;
  • Creative direction + AI

    I create concepts, images, narratives and intelligent systems to expand what brands and products can do.

    Art direction, campaigns, mascots, generative content and AI agents that apply the brand's language across posts, emails and other touchpoints.

  • Research & Discovery

    Understand before proposing. Research with people, competitive analysis and opportunity mapping.

    Interviews, benchmarking, journey mapping, usability testing and insight synthesis.

What I do

If all you need is a logo, there are apps for that. I build brands and products that grow with the business.

  • FIFA Futsal World Cup 2007 – 2008 · Rio de Janeiro
  • Yemni 2009 – 2011 · São Paulo
  • Grupo Rai 2013 – 2015 · São Paulo
  • The White Publicidade 2015 – 2017 · Manaus
  • Samsung / Sidia 2018 – 2022 · Manaus
  • Volkswagen / CESAR 2024 · São Paulo
  • OPPO Brasil 2025 · São Paulo
  • Independent studio Now · São Paulo
Portrait of Pauli Caetano

About me

I'm an independent designer and creative director with nearly 20 years of experience in branding and digital design. I've worked with global tech brands like Samsung, Volkswagen and OPPO, creating identities, interfaces and digital experiences — including augmented and virtual reality projects for wearables. Today, I combine strategy and art direction with artificial intelligence to build brands, products and digital experiences with quality and a distinct point of view.