Interviews with Squared

My favorite activity as a kid was drawing, and that naturally evolved into a career in the creative industry. I have studies in arts, advertising, as well as tons of workshops and masterclasses exploring different aspects of visual communication.

Techniques and style depend on the project itself and its communication goals. Good design can be evaluated based on overall aesthetics, attention to the detail, relevance and originality, emotional impact over people.

When I design there is a very wide array of emotions I feel: from childish curiosity, to deep enthusiasm, pure joy, relentlessness and urge to make a change for good. But above all, empathy is what is most important and relevant when designing.

Good design can be evaluated based on overall aesthetics, attention to the detail, relevance and originality, emotional impact over people.

A design is successful when it is relevant and true to the brand or client. There is no exact recipe - it might be spicy, sour or sweet, it doesn’t matter. The most important is to be authentic to the brand. And it is ready when it tells the whole story.

My project for BALIN is a very special one. BALIN is a brand offering beautifully crafted toys that educate,inspire and delight.Their aim is to promote healthy active play, develop social and emotional skills and foster knowledge about the environment through fun and engagingplay experience.BALIN is a brand with purpose.
We developed all aspects of their communication:from the design of their logo and branding assetsto the colors and shapes of their toys and characters...and then we brought them to life in a series of charming illustrations.Each character has a name and story behind,helping to build an emotional connection with children

I have been especially inspired by Jessica Walsh, Nikki Sunga, Bianca Guimaraes, between others.

I love the possibility to maintain an independent spirit while enjoying the scale of working within a larger network of carefully handpicked collaborators based on their outstanding executions. This way I am flexible enough to handle any size of a project, always keeping an eye on the creative process.

I believe all of us have the obligation to do our best for our society and environment regardless our profession. It could be a pro bono design work, support a cause or just inspire others to do good.

Design awards give lots of opportunities for designers and agencies. It is a recognition for the work done, a hallmark of quality and a proof that designers could deliver relevant and compelling visual solutions.

I strongly believe in the power of visual communication to create an effective and lasting impact over people.

At the moment I am focusing on creative direction, art direction and branding projects. My goal is to develop engaging visual solutions that will create excitement, trigger people’s curiosity and give meaning in a relevant and distinctive manner.

Be curious, get inspired and have the urge to improve constantly.

Good design can be evaluated based on overall aesthetics, attention to the detail, relevance and originality, emotional impact over people.

Design is the face and feeling of your brand or story, the way they interact with the world. It is essential to invest in a good design in order to communicate in a relevant way with your audience.

I am open for all kinds of projects, no matter the scale, but I would enjoy it very much if I had more opportunities to work for the food and beverage sector.

The one and only ingredient is passion for what you are doing. Nothing more.

Jessica Walsh, Nikki Sunga, Bianca Guimaraes, between others.

I like to see compelling stories told in a visually attractive way.

Be curious, get inspired and have the urge to improve constantly.

I would probably be an artist, or photographer.

Design is the face and feeling of your brand or story, the way they interact with the world.

My family has always supported me with any life decisions I have taken.

My enthusiasm, energy and aspirations.

Designs usually tell a whole story. Their presentation should be taken care of accordingly so that it is relevant and meaningful.

My future projects will include a broader range of techniques and motion interweaved with traditional design.

SQUARED is an independent creative studio focused on art direction and content creation for advertising. We work for brands and agencies providing them with outstanding design solutions from initial concept to final delivery. From concept, through creation and production we create visual experiences that surpass expectations. But above all... we aim to make a difference.

Design is a way to recreate emotion, trigger a reaction, infuse a state of mind.

I find craft very immersive. Craft work in all its possible shapes.

One of the things I enjoy the most is interweaving seemingly opposite materials, styles and techniques to create a unique piece with its own storytelling.

When I feel the boost of inspiration and adrenaline that encompasses each new task and exploring the possible ways of creative direction and all the possibilities ahead.

My process is very meticulous and I take care of all the little details, while keeping on focus those aspects of the design that would best convey the message and feeling needed.

When I design there is a very wide array of emotions I feel: from childish curiosity, to deep enthusiasm, pure joy, relentlessness and urge to make a change for good. But above all, empathy is what is most important and relevant when designing.

A design is successful when it is relevant and true to the brand or client. There is no exact recipe - it might be spicy, sour or sweet, it doesn’t matter. The most important is to be authentic to the brand.

Besides of overall aesthetics and consistency, I consider relevance.

I believe all of us have the obligation to do our best for our society and environment regardless our profession.

The “design field” is evolving with a fast pace. We are witnessing new ways of communication every day. And while designs are becoming more technological, complex and alternative I believe the core is the same - creativity.

I believe all those who are working in the creative industry are insatiable in terms of inspiration, relentlessly curious and open to new ways of storytelling.

The three major pillars of our studio are concept, creativity and craftsmanship. Those are the three ingredients needed for a stellar design experience.

I work for individuals, brands and agencies depending on the project. It all starts with a good brief.

I follow a very meticulous process and love to share every single step with my clients. Every brief is thoroughly explored on its own merits, challenges and opportunities. I look for a powerful concept to develop a unique and memorable design solution. And then try to go beyond, take the challenge further both in terms of technique and concept, to deliver a high-impact visual communication and find the right narrative to tell the story in the most compelling way.

A never ending curiosity and will to improve.

I can get use of loads of things, especially with craft projects. But I always end up using software, which in my case is Adobe Creative Cloud.

I am trying to achieve an adequate balance between working, worrying and enjoying my family and life.

It depends on the complexity of the design and the communication tasks.

I have worked for a large list of local and international brands, among which Audi, Coca-Cola, Henkel, Mattel, Procter & Gamble, Unilever.

It depends on the task. I love the possibility to maintain an independent spirit while enjoying the scale of working within a larger network of carefully handpicked collaborators based on their outstanding executions.

People are welcome to contact me via phone, mail or linkedin.

The decision to use aquarelle illustrations was inspired by their organic, hand-crafted quality, which aligns perfectly with Balin's mission of promoting authentic and active play. Aquarelle adds warmth and depth to the characters, fostering an emotional connection with children. This technique reflects the brand’s commitment to natural aesthetics and its philosophy of nurturing imagination. The watercolor textures evoke a sense of whimsy and creativity, mirroring the free-spirited and exploratory nature of play.

Our research into active play, social awareness, and emotional intelligence deeply informed our design. Studies showed that children engage more meaningfully with characters and toys that have relatable backstories and interactive elements. This insight led us to create unique personalities for each character, embedding lessons of empathy, teamwork, and environmental stewardship into their stories. Visual elements, like expressive faces and minimalistic shapes, were designed to encourage imagination and role-play, fostering cognitive and emotional development.

The focus on sustainability influenced both the creative and practical aspects of Balin’s visual identity. From a design perspective, we incorporated natural, textured elements that evoke organic materials, like recycled paper and wood, into packaging and branding visuals. This commitment extended to the choice of muted, earthy tones paired with vibrant accents, symbolizing the harmony between nature and playfulness. Practically, we collaborated with manufacturers to ensure all packaging materials were biodegradable or recyclable, and the design emphasized minimal waste with compact, efficient layouts. This approach not only aligned with the brand’s mission but also communicated its values clearly to eco-conscious consumers.

The development of the Joy of Playing Brand Identity followed a structured and iterative process:Exploration Phase: We began with stakeholder workshops to define Balin’s mission, values, and objectives. This phase also included extensive research into sustainable practices, child psychology, and the toy market.Conceptualization Phase: Initial concepts for branding, including the logo, typography, and character designs, were developed. This phase emphasized integrating educational and environmental themes.Prototyping & Testing: Early prototypes of toys, packaging, and visual elements were tested with parents, children, and educators. Feedback highlighted the importance of emotional connection and usability.Refinement Phase: Based on feedback, we refined the branding elements, ensuring the characters' stories and visuals resonated with children while promoting environmental awareness. Packaging designs were optimized for sustainability and aesthetic appeal.Finalization & Launch Preparation: The finalized identity was implemented across all brand assets, from toy designs to illustrations, with a cohesive and purposeful storytelling approach.This timeline provided critical insights, such as the need to balance functionality with creativity and the power of storytelling in creating a memorable brand identity.

Creating the characters involved a collaborative process with a child psychologist and various illustrators. Each character was given a name, personality, and a story that ties to key social and environmental themes. For instance, one character might love planting trees, teaching children about sustainability, while another thrives on teamwork, promoting collaboration. These stories were written to spark curiosity, encourage empathy, and make learning fun.

The color scheme and visual elements were carefully designed to balance commercial appeal with the brand’s mission. Bright, cheerful colors attract attention and encourage interaction, while natural tones and textures reflect Balin’s environmental values. Shapes were designed to be soft and approachable, creating a visual language that appeals to parents as much as children, ensuring the brand remains relatable and trustworthy.

Minimalism in the design allows for more focus on the storytelling elements of the brand. By avoiding overly complicated visuals, we left room for children’s imaginations to fill the gaps. This design philosophy aligns with active play principles, as it encourages kids to engage with the characters and toys in a way that builds their creativity and emotional intelligence.

The future of Joy of Playing Brand Identity lies in deepening its commitment to Balin's core values rather than incorporating technological elements. The brand’s evolution will focus on expanding its product lines to include more toys and educational tools that emphasize sustainability, creativity, and active play. For example, we envision introducing thematic playsets that teach children about nature, cultures, or sustainability through hands-on activities. The visual identity will continue to highlight natural textures, eco-friendly materials, and storytelling, ensuring every new product remains consistent with the brand's mission to inspire, educate, and delight. This approach reinforces Balin’s unique positioning as a brand that values simplicity, authenticity, and meaningful play experiences.

To create impactful brand identities for children’s products, designers should start with a deep understanding of their audience’s developmental needs and values. Collaborating with educators, psychologists, and parents can provide critical insights. Focus on simplicity and storytelling to create designs that are both engaging and educational. Lastly, prioritize sustainability—not just in materials but also in the messaging, ensuring the brand’s impact extends beyond the product.