About the Project

Visual Identity and Art Direction for PIOH Brand, a women’s tailoring label founded by Vitória Pioh. The project was created to translate the founder’s personality into an exclusive fashion brand focused on unique, timeless pieces with impeccable cuts.

The Strategy

To position the brand in the luxury (High-Ticket) segment, the visual identity eschewed fleeting trends, focusing on the essential and the classic:

Editorial Aesthetic: The high-contrast serif typography with generous spacing evokes the layout of major fashion magazines. The “P” monogram was designed to act as a signature of quality on labels and digital applications.

Sensory Design: The identity explores tactile textures. We used backgrounds simulating noble fabrics like black silk, red velvet, and light, airy textiles, conveying the sensation of touch and product quality through the screen.

Narrative of Elegance: For social media, we created content that educates and inspires, defining the concept of “Elegance” not just as an aesthetic, but as a behavior (“Feminine Noun,” “Harmony,” “Good Taste”).

Result

A brand that breathes sophistication and desire. The visual identity elevated the perceived value of the garments, attracting a select audience seeking not just clothes, but exclusivity and refinement.