selected work // 2023

Brand Designer
& Creative Lead 

São Paulo/Brazil 


>  I'm a designer with one goal: assist brands in visually expressing themselves by simplifying their narratives through scalable communication and ensuring brand consistency.

Hi there! Welcome. to my selected work       

My name is Fábio Lemos. I'm a Creative Leader with over 15 years of experience in national and international markets, I specialize in branding projects.

My work is guided by strategic design, which is functional, purposeful, and makes brand narratives simple. I use creativity to save money and solve problems and always prioritizing the user and business needs at the center of my designs.

Unico facelift

Art Direction

Unico's facelift project was born out of the brand's need to stand out from the competition and become more scalable and consistent across all user touchpoints.

It was also an opportunity to create foundations and a visual narrative that translates all the brand's principles and values into a real, strong objective that guides the entire creation:

"Help people find their own identity by changing their relationship with services that improve their lives."

This means connecting with users in a simple and transparent way, handling people's data responsibly, creating trusting relationships between people and companies, and changing Brazilians' relationship with their data by focusing on education.

All this was translated into our brand manifesto with the help of Tátil Design:

All these improvements to our positioning are also reflected in the way the brand expresses itself verbally and visually. In doing so, we relied on the help of OTO and Doma02 by Plau, who helped us bring Unico to the world:

The work on the brand evolution, which went through several phases, was based on a warmer, closer look at a technology brand. To this end, the first phase of this project involved revising our logo.

We made minimal adjustments to better represent our values and look, a more circular, friendly and balanced brand that puts the user at the center.

The adjustments in colors and gradients were to create a stronger identification with the brand. We brought back warmer and more pleasing tones to the eyes and broke away from the neon palette that is popular in the tech world. All the colors had a lower incidence of light and brightness, simulating the color and grain of printing on paper.

And since our field is security and de-bureaucratization, we took this into consideration when designing our own graphics and patterns. Our graphics save the value and authenticity of the stamp in documents, its lines have natural deformations inspired by the leakage of ink when stamping a sheet of paper.

Our patterns are inspired by the security lines and watermarks found in banknotes and special documents, such as birth certificates.

Our type is literally handmade. And it's done by four hands. A project that involved the branding team, the Unico product team, OTO and Plau to develop a proprietary and scalable typeface.

With an eye for accessibility, the entire project was managed to meet minimum legibility requirements while producing a type family with personality.

Unico Logotipo Font, an exclusive font to reinforce the brand architecture of Unico products through scalability and efficiency.

Unico Display Font, a font that revives Inktraps - a resource that intentionally creates voids in type to avoid the problem of ink leakage in old printers; these voids acted like a natural ink catcher in the paper itself - with much more personality for titles.

Unico Product Font , an extremely accessible typeface inspired by Atkinson Hyperlegible, with visual resources to facilitate reading, such as the use of serifs to distinguish similar characters like "p" / "q" and more open angles and well-designed bodies to facilitate assimilation and understanding of the characters when used together.

In addition, we also produce our own shooting to transfer our appearance into unique beings. The process of facial biometrics is only possible because this individuality of beings, the distance of eyes and mouth, skin color, shapes and birthmarks, our face is our most complex document. For this, we broke with some market standards and did away with objects and scenarios to tell more by showing less.

Unico Brandhub com o apoio dos parceiros: OTO, Tátil, Consoante, Plau e Doma02.


Art Direction
Ourolac was founded in 2002 and began its activities in the dairy products market. Over the years, the company has evolved and developed new solutions to improve people's lives.

With operations in Brazil and abroad, the company is a reference in the soft ice cream and dairy beverage market in the fast food segment, with products consumed by more than 50 million people every month.

A dynamic company needed a new name, a new brand to reflect its constant evolution, and communication to present itself and differentiate itself in the market.

Inspired by one of its core values, "We believe in God," and taking into account its history with the element gold (Au) in its new name, Ourolac becomes Daus - a brand of solutions and ingredients for food and nutrition.

The logo, inspired by product labels, conveys strength and security. Together with the new positioning "We promote new solutions", it underlines Daus' courage to innovate based on industry needs, behaviors and trends.

Daus is based on two business units: Ingredients & Food Solutions and Health Science.

Agency:Ana Couto

Unico Illustration System

Design System

// Em breve //

Agency:Ana Couto

FIAT RE-Branding

Art Direction

One of the most popular and well-known brands in Brazil, market leader for 11 years, faced declining sales in the industry and changing consumer behavior, which led to audience disappointment and weakened the brand's bond with people.

In this scenario, we took the path of these challenges: highlighting the purpose of FIAT; clarifying the company's direction without leaving room for different interpretations; restoring close and trusting relationships between the brand and its audience; giving new meaning to the emotional bonds Fiat has built with consumers; creating an evocative and attractive visual universe to reawaken consumer desire; having communication that goes beyond the product itself and shares its vision of the world.

A brand with Italian origins and a track record in Brazil is the only one in the market that can speak and communicate its half-Italian and half-Brazilian personality, which is poppy, charming and spontaneous.

With FIAT we explored the cool side, to be on the streets, everywhere, as a democratic brand. Pop, a brand that knows how to connect with everyone and knows what's going on in pop culture.

We also rescued an icon from Fiat's history and updated it in a contemporary way: the FIAT flag, a tribute to the Italian flag that frees itself from caricatures and expands the visual universe of the brand, going beyond the product itself.

All the strategic and creative work was aimed at consolidating FIAT as a brand that goes far beyond the automotive market and has the potential to be even more part of people's lives at different times, forging different partnerships, whether with coffee or clothing brands.

All creative work was designed to be scalable and executed consistently by FIAT 's communications partners and agencies, regardless of discipline, media or format.

Agency:Ana Couto



In times of the World Cup, FIFA has very clear, strict and incisive rules for the use of the event's assets, including the name "World Cup," especially for commercial use, which is reserved exclusively for the event's sponsors.

But in Portuguese, the word "Copa" means two things: the World Cup and also the kitchen where we all prepare our daily meals. So we had the idea to bypass Fifa and make a "Copa" ad for Netflix, a non-World Cup sponsor.

At the World Cup in Brazil, Brazilians were watching Netflix on the "Copa" (or in the kitchen, if you do not want to have problems with FIFA).

/// The Campaign was also a huge sucess on Social and Display ///

Agency: VML Brazil
Creative Direction: Wellington Ferreira, Jairo Anderson e Silmo Bonomi.
Art Direction: Wellington Ferreira and Fábio Lemos.
Copy:Jairo Anderson, Thiago Costalonga, Alejandro Gumucio and Mariana Albuquerque.

2023 | São Paulo - Brazil | Say Hello!