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Bringing your vision to life.
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WordPotential
Gira Sonhos
View From 32
Fruition Initiatives
Fazenda Machado
Not What Defines Us
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Byting Chipmunk
Maven Advisory
Eggshells
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Anna Burgess Yang

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Who’s behind GrowingDesign?

Joel Sousa

Brand strategist + designer

Joel Sousa

Brand strategist + designer. Here to help you (re)create your brand the right way.
+ Info

Patrícia Oliveira

Graphic designer + illustrator

Patrícia Oliveira

Graphic designer + illustrator. Here to create custom and brand-aligned logos, illustrations, and visual brand sets.
+ Info
Send us a message
Working with Joel was the best decision I made for my brand. He doesn’t just design. He listens. His approach is mindful, intentional, and rooted in truly understanding you and your business. The result? A brand and website that feel like me. Beautiful, professional, and effective. No fluff, no ego, no BS. Just real partnership and work that delivers. If you want someone who gets it and knows how to bring your vision to life, Joel’s your guy.
Angi Milano
Angi MilanoMaven Advisory
Joel and I worked together to lay the foundations of my business, which, at the time, were anything but clear. We went through the Who?, What?, How?, over to my vision, mission, and USP. We even did a full competitor analysis to identify aspects of my business that I could improve to make it stand out of the crowd. And, of course, I also got the most beautiful logo, colour palette and fonts ever, along with useful social media templates. The result? A brand and website that feel like me. Beautiful, professional, and effective. No fluff, no ego, no BS. Just real partnership and work that delivers. If you want someone who gets it and knows how to bring your vision to life, Joel’s your guy.
Laura Timm
Laura TimmWordPotential
Over the years, while working for two of the biggest companies in the world in their respective industries, I've worked with countless designers. I've also been a client of several of the biggest creative agencies in Ireland and the UK. The service provided by Patricia has, and I don't say this lightly, competed with (and in several cases beaten) any that I've experienced to date. From the initial consultation to edits/changes needed, everything, and I mean everything, was professional, timely and, above all, enjoyable. My expectations were exceeded when, upon agreeing on the final designs, Patricia sent a thorough, well-organised document with my files.
Keith O'Hara
Keith O'HaraThe Irish Road Trip
Working with Joel is the best thing that ever happened to my brand! Joel is a top-tier branding expert. He walked me through a process that uncovered my unique value proposition and translated it seamlessly into a stunning visual brand. He was also there every step of the way for questions and continues to be a valued thought partner as I implement the new brand. I cannot recommend Joel enough!
Sarah Duran
Sarah DuranFruition Initiatives
Joel is one of the most thoughtful collaborators I've ever worked with. I knew my brand needed a major design uplift, and Joel did all of that and more. He was so thorough in understanding me, my brand, and my audience. In addition to the overall brand design, I had significant needs related to my social media accounts and webinars I host. Joel took care of all of that, leaving me with hundreds of Canva templates to work with. I also have so much more clarity around my brand messaging after working with Joel. Highly recommend working with him.
Anna Burgess Yang
Anna Burgess YangWriter & content creator

Interested in starting your branding project?

Send us a message

Let's build you a brand you're proud of.

Tell us more about you and your business! We’ll get back to you as quickly as possible, usually in a business day or less.

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As every business is different, they’ll always have different goals. The scope and price will depend on your business’s starting point, needs and custom requests.  On average, we can expect a $3,500 to $6,000 investment. It’s all about the details,send us a message to know more!

It all starts with a first email 🙂 Send us a message to know more!

The project length will depend a lot on its scope. But on average a brand identity project takes from 2 to 3 months to complete. From the initial discovery sessions to the final brand guidelines book.

Yes, of course! Our process is always based on a collaborative mindset. We’re here to work together. Send us a message to know more!

Even though we prefer to work on full brand identities if you simply need a new logo, a brochure, or some sort of marketing collateral it is something we can do. Send us a message to know more!

In short, yes of course! The greatest advantage of running an online business is that it opens us up to the world. We find it so rewarding to get a chance to meet people from all over the globe!

All of our projects are broken into phases. Meaning, we will only ask you to pay the phase we’re about to start upfront. Eg. If your project has 4 phases, we’ll ask you for the payment of phase 1 to start, the payment of phase 2 at the end of phase 1, and so on.

We Make Space

Jackie’s the Notion Queen, she helps you translate your chaos into a system that actually fits your brain, so you can stop rebelling against structure and start thriving with it.
deliverable

Brand strategy & identity

client

Jackie McCullough

location

Brighton, UK

deliverable

Brand strategy & identity

client

Jackie McCullough

location

Brighton, UK

Overview

When she approached us, Jackie was ready for her next step in business. We Make Space was evolving on the backend, so the frontend had to keep up.

The brand’s visual identity, although inspired by who she is, wasn’t entirely representing her full personality, and it wasn’t speaking directly to her target audience – that changed slightly through this new phase.

After a first call, we saw a clear opportunity to refine this alignment.

And so we did.

We Make Space’s brand messaging, design, and online presence need to show who Jackie is, who the business is for, and what makes it different.

“

The problem is, most productivity advice assumes everyone’s brain works the same way. You’re told to “just focus”, build better habits, use the right app, or follow someone else’s morning routine.

But if you’re neurodivergent, you’ve probably tried all of that, and watched it fall apart within a week.

Why is that? We often ask ourselves… Simple. Because it’s built for neurotypical brains.

Which is why I don’t hand you a rigid system to follow. Instead, we build one together.

We Make Space for neurodivergent visionaries to change the world.

“

“The problem is, most productivity advice assumes everyone’s brain works the same way. You’re told to “just focus”, build better habits, use the right app, or follow someone else’s morning routine.

 

But if you’re neurodivergent, you’ve probably tried all of that, and watched it fall apart within a week.

Why is that? We often ask ourselves… Simple. Because it’s built for neurotypical brains.

 

Which is why I don’t hand you a rigid system to follow. Instead, we build one together.

 

We Make Space for neurodivergent visionaries to change the world.”

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Phase 01

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. This was the first step to understand what business and brand Jackie wants to grow. 

Through several in-depth sessions, we worked on core concepts for We Make Space.

— Who, what, and why
— Target audience
— Brand personas
— Competitor analysis
— X-factor and onliness statement
— Transformation statement
— Brand name and story
— Brand voice and values
— Vision and mission
— True-line, slogans and tagline

Screenshot 2026-05-20 at 18.49.56
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Screenshot 2026-05-20 at 18.50.25

Curious about our DNA process? Here’s how we’ll take you from Rookie to Leader.

Once we defined the brand’s foundation, we had everything we needed to translate We Make Space into a visual identity. See the result below!
Phase 02

Concept exploration

Through the Brand DNA process, we found that the identity needed to convey a sense of creating space.

After the mood board phase, we defined a few options for the visual direction worth exploring:

— Playing with the typography, modifying letterforms in a way that visually expresses expansion and space.

— Use typography with generous spacing, allowing the words to breathe.

— Create a flexible symbol that could work as a standalone logomark, while also interacting with the typography.

Phase 02

Final design

The brackets became the final choice as they clearly and intuitively convey the idea of space.

— Their distance can be adjusted with ease, giving the logo system flexibility and allowing us to play with spacing across different brand communication assets.

— The typeface brings a sense of funkiness and movement, which felt like a strong match for the brand’s desired look and feel: bold, energetic, and non-corporate.

Logo family
Color palette
Curated to embody creativity, joy, and enthusiasm
Curated to embody creativity, joy, and enthusiasm.
Typography family
Header
Header
Body copy
Body copy
Micro copy + signature
Micro copy + signature
Headers
Body copy
Micro copy + signature
Complementary elements

The bold, paint textures were chosen to embody We Make Space’s unmasked energy, creativity, joy, and divergent thinking while rejecting rigid, one-size-fits-all corporate systems.

A friendlier and customized letter "a"

Phase 03

Social media

Jackie’s LinkedIn profile was rewritten based on the new brand messaging developed in Phase 01.

The banner and featured section were redesigned using the work developed in Phase 02.

Throughout the project, Jackie also received social media marketing support.

Together, we explored content creation, social media best practices, and lean sales funnel building, ensuring We Make Space could make the most of its new brand identity and strengthen its online presence.

LinkedIn profile
LinkedIn profile optimization (copy + design).
Post templates
Built in Jackie's Canva account.
Final delivery

Outcome

We Make Space now has a brand identity that clearly reflects what it does and the kind of support it offers its clients.

More than that, it feels like a true representation of Jackie’s personality: bold, thoughtful, and deeply human.

The new visual language helps the brand stand out from its competitors through an unapologetic attitude, while remaining respectful, intentional, and grounded in care.

Brand guidelines book
Gathers all the crucial information about the WMS brand. From Brand DNA to detailed guidelines about the correct usage of the visual elements.
Brand Board

Happy clients say

Working with Joel and Patrícia was a great experience. The brand design was thoughtful and beautifully captured the essence of what I was looking for. Beyond the work itself, I really appreciated their onboarding process and candid approach – they created clarity and ease throughout the project.

– J

©2026

deuce drops

deuce drops is the #1 solution for your #2 situations
deliverable

packaging & illustration

client

Two Pillars

location

Irvine, CA

overview

Deuce Drops are dissolvable toilet tablets that fizz, clean, and refresh your bathroom experience with the elegant scent of jasmine and a burst of purple magic.

Upon contact with water, the tablet activates, releasing odor-neutralizing compounds that trap smells beneath the surface while creating a barrier to prevent skid marks.

jaws-dd
fight-club-dd
usual-suspects-dd
et-dd
silence-of-the-lambs---dd
alien-dd

We tweaked famous movie posters to align with the brand’s message and tone, featuring Mr. Deuce as the protagonist.

concept

Even Beyoncé goes to the toilet. It’s part of your existence, so why not own it?

Instead of running from the shame of funky smells and unwanted marks, we embraced it by making going to the toilet a moment of joy, pride, and confidence.

How? By challenging the norm.

Most products with a similar purpose look bland and minimal, to stay invisible and discreet. Deuce Drops doesn’t — it’s fun, likes to show up, and likes to stay true to itself, like people.

The tagline “Launch a Torpedo. Go Incognito” ignited the creative process, from which Mr. Deuce, our protagonist, was born.

packaging

solution

By combining Mr. Deuce with clever and fun copy, we develop several marketing materials, always using illustration as an ally, such as:

  • Packaging
  • Stickers
  • Posters
  • Animations for social media, website, and Kickstarter campaign (fully funded) page

outcome

Deuce Drops now has a visual identity (not just the logo) that stands out from the competition by approaching going to the toilet differently, defying the status quo, and turning it into a pleasurable and fun experience.

Happy Clients Say

“We had the pleasure of working with Patricia once again, and just like every time, it was truly an exceptional experience. The final deliverable exceeded our expectations in every way, capturing our vision perfectly. Collaborating with Patricia is an absolute delight; not only is she extremely skilled and talented, but her punctuality with deadlines is remarkable. We always look forward to the opportunity of working together again. Thanks a lot, Patricia!”

– Alia Lau, Two Pillars Founder

weaver+

weaver+ helps setup an internal marketing system with the right leadership, team, and tools for any company's projects, stage, and goals.
deliverable

brand strategy & identity

client

Nancy Abdalla

location

Toronto, Canada

overview

Nancy Abdalla is a fractional CMO & CoS who leads complex initiatives by assembling and managing the right marketing talent and tech.

Nancy offers end-to-end implementation support and the resources needed (partners, contingent talent, tech) to mid to large-size businesses who need external expertise they don’t have in an era of stretched teams.

Most businesses manage marketing the same way: They either stretch their internal teams thin, commit to expensive full-time hires, or bring in consultants and agencies who either hand off strategies without seeing them through, or execute with no proper long-term thinking.

Any of this ends up costing the company more money, and everyone involved more time, because:

✕ Internal teams get overwhelmed.

✕ Permanent hires add overhead you may not need long-term.

✕ Consultants leave you to figure out implementation on your own.

✕ And agencies make you question what is happening.

Weaver+ is here to weave everything together with clarity + the right team + end-to-end delivery.

With nearly 20 years across brands, agencies, and consultancy, I’ve learned what it takes to move ideas from vision to delivery.

She helps businesses plan the strategy and manage the entire process, assembling the right mix of flexible talent and strategic partnerships to execute your initiatives.

End-to-end.

weaver-screen1
weaver-screen2
weaver-screen3

brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. This was the first step to understand what business and brand Nancy wants to grow. 

Through several in-depth sessions, we worked on core concepts for the brand, Weaver+.

 
— Who, what, and why.
— Target audience.
— Competitor analysis.
— X-factor and onliness statement.
— Transformation statement.
— Brand name and story.
— Brand voice and values.

— Vision and mission.
— True-line, slogans and tagline.

 
It was only after this meticulous process, that we were able to visually bring Weaver+’s brand to life. See the result below.
Screenshot 2026-05-21 at 19.57.02
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Screenshot 2026-05-21 at 19.56.41

concept

Our goal was to highlight the core idea behind what Nancy does, in a distinctive way, while making it feel both human and structured: connecting the notion of “we” and team building with the visual concept of weaving threads. So we landed on a few visual direction options:

  • Creating seamless forms that felt like one continuous thread

  • Building meshes and patches from different graphic elements to symbolize assembled teams

  • Create a color palette that blends vibrant tones (energy, action, getting things done) with more grounded hues (experience, efficiency, and strategic thinking)

solution

The logo was designed around the idea that working as a “we” always creates stronger results than working as an “I.” The symbol is drawn entirely from the word we, repeated in one continuous, seamless line.

As the organic letterforms connect, they form a woven patch: a visual mesh that reflects teamwork and collaboration.

It’s also a nod to how Nancy brings the right people together, aligning their skills, and building cohesive teams across complex projects. 

The letterforms connect and form a woven patch.

Set of social media post templates

LinkedIn profile optimization and design

Wewewewewe
We created infinite threads formed by repeated “we’s” as brand elements to highlight continuity and collaboration.

People are many things. Each shape represents an individual talent who, when thoughtfully brought together with other talents, form a strong, resilient, and efficient team.

slide deck

brand guidelines book

outcome

Weaver+ has a brand identity that represents what it does and what it helps clients with. It also stands out from its competitors because of its bold and vibrant personality.

Throughout the project, Nancy also got social media marketing support – content creation, social media best practices, and lean sales funnel building were some of the topics discussed so that Weaver+ can benefit the most from its new brand and online presence.

Happy Clients Say

Working with Joel and Patrícia was a great experience. The brand design was thoughtful and beautifully captured the essence of what I was looking for. Beyond the work itself, I really appreciated their onboarding process and candid approach – they created clarity and ease throughout the project.

– Nancy Abdalla


©2026 GrowingDesign

Judy.B - web studio

Judy.B creates websites for small businesses and partners with them for digital marketing strategies to increase their visibility and help them reach their goals.
Deliverable

Brand Strategy & Identity

Client

Judy Bigham

Location

Massachussets, USA

Overview

Judy was going through a transformation in her business. Her web studio had grown into offering more than just websites. 

While those stay a pillar in what Judy offers, they’re now complemented with marketing strategies that drive traffic to them, helping her clients make the most of their investment.

“One-size-fits-all solutions do not work. Small businesses need to implement digital marketing efforts (even when they don’t know what that looks like) that best work for them and their day-to-day, their industry, and goals.

Judy.B creates tailored websites for small businesses and partners with them to grow with digital marketing strategies.“

– Judy

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. Through several in-depth sessions, we worked on 9 core concepts for Judy’s brand.
 
— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It was only after this meticulous process that we were able to visually bring Judy’s brand to life.

Concept

Through the Brand DNA process, we decided to represent Judy’s appeal for a high-end aesthetic and style in her work.
 
Also, Judy’s entrepreneurial story started with a home staging business, and through our Brand DNA process again, we found numerous parallels between houses and websites.
 
The connection between her previous business and her current one was there. The rebrand’s focus became exactly that.
 
The representation of Judy’s story combined with metaphors between houses and business websites — something we now experience in her visual identity and messaging.
Brand color palette

Solution

A high-end, stylish monogram, and how websites are our businesses’ homes.
 

Paired with a confident word-mark that is complemented by numerous visual assets that revert us to architecture and home decoration.

While also bringing to life the metaphors in Judy’s brand messaging, between our homes and our business’s homes, our websites. 

Logo variations for every purpose
Re-written and redesigned LinkedIn profile
Custom-made social media post templates
Visual assets inspired in architecture and interior design
Unique business card design
Detailed Brand Guidelines Book

Outcome

Judy now has a brand identity that makes her stand out, matches her personality, embodies her brand messaging, and allows her to grow.

She is now able to create new marketing materials entirely on her own knowing they’ll always be on-brand, consistent, and eye-catching.

Happy Clients Say

Joel is a go-to for brand strategy. I worked with him to rebrand my web design business and after every session, felt the energy from the insights that I think only Joel could have provided for me. He guided me through his process, which is clear, simple and straightforward, making the strategy work seem easy (while it’s not) and fun (which it should be!).

– Judy Bigham

© 2025 GrowingDesign

fazenda machado

portuguese syntropic and regenerative farm based in the western region (zona Oeste)
deliverable

brand strategy & identity

client

Carina & Marco Machado

location

lisbon, pt

overview

Fazenda Machado is a Portuguese syntropic and regenerative farm that produces healthy products using a unique ingredient from the western region (Zona Oeste): the Rocha Pear (Pêra Rocha).
 
They have a wide range of products made with Pêra Rocha: Jams, juices, puree, and their star product — Pêra Rocha Tarts.

Studies show that the intensive monoculture model is unsustainable and detrimental to our health, farmers, and the environment.

The answer?

To adopt and promote syntropic and regenerative agriculture.

This model can be a more profitable and less risky alternative to intensive monoculture. It produces more nutritious and healthier food for people, preserves the soil, restores biodiversity, and is more resilient to climate change.

At Fazenda Machado, we combine different species of fruit trees, aromatic herbs, and native plants to create a balanced, self-sustaining ecosystem.

By eliminating the use of pesticides and chemical fertilizers, syntropic farming produces healthier, more nutritious, and higher-quality food.

One being: the Rocha Pear.

Native to the west region, the Rocha Pear is the star ingredient in our range of healthy, chemical-free products.

For a healthier future.

brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. This was the first step to solve Carina and Marco’s disconnect with their own brand. 

Through several in-depth sessions, we worked on core concepts for the brand, Fazenda Machado.

 
— Who, what, and why.
— Target audience.
— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Slogans and tagline.
— Vision and mission.
 
It was only after this meticulous process, that we were able to visually bring Fazenda Machado’s brand to life. See the result below.

concept

We focused on the Portuguese western region, the concept of regeneration, and the Pêra Rocha as the starting point for the design direction. We brainstormed a few ideas:

  • Using a line pattern inspired by topographic maps to recreate the pear’s shape and volume.
  • Representing the ideas of cycles and regeneration, which are the brand’s unique selling points.
  • Exploring serif and organic-style typography.
  • A nature-inspired color palette, specifically drawn from the tones found in Pêra Rocha skin at different stages, from green to fully ripe.

solution

The logomark features a stylized Pêra Rocha.

Its lower half is formed by two flowing, interlocking shapes as a visual nod to regenerative farming and nature’s inherent balance.

As for the typography, some letterforms were modified to add an organic and earthy feel, reinforcing the connection to the land and nature.

Custom letters, based on the pear’s shape

The letter "A" has two variations.

Modular mosaic containing 8 elements, each representing a key aspect of Fazenda Machado’s identity: the Portuguese western region, farming, their roots, and the practices employed in their daily work.

  1. Tree: Fazenda Machado’s orchards
  2. Cycle: syntropic farming & sustainability
  3. Wheat: harvested in the western region
  4. Pear: Pêra Rocha
  5. Snowflake: Royal Ice Factory of the Montejunto Mountain Range
  6. Windmill: present in the surrounding landscape
  7. Apple: Harvested in Fazenda Machado
  8. Mountain range: Montejunto

The Montejunto Mountain Range and the region’s climate are essential to the production of Pêra Rocha.
Based on that, we used the topographic map lines of the mountain range as a graphic element.

Inspired by the texture of Pêra Rocha skin, this natural detail serves as a secondary graphic element.

brand guidelines book

outcome

Fazenda Machado now has a brand identity that’s true to its roots, helping it stand out not just in the farming world but also in the consumable goods space.

Their products now feature thoughtful packaging design, from jam and juice labels to tart boxes. Beyond that, we created a wide range of brand assets ready to be used across social media, their website, and print.

©2025 GrowingDesign

Maven Advisory

Angi helps FinTech startups establish their sales and marketing foundations through go-to-market strategies so they can build sustainable growth.
Deliverable

Brand Strategy & Identity

Client

Angi Milano

Location

Chicago, USA

Overview

Earlier this year (2025) Angi felt a growing disconnect from her brand. “Nothing really feels like… me.”

As it’s far too common with solo-business owners, the problem ran deeper. 

After a first call, we quickly realized that the Maven Advisory’s design aesthetic, messaging, and overall online presence was not aligned with Angi’s vision, who she is, and what she wants to achieve. 

She had been following (and showing) what she thought she “had to”, instead of what’s true to her, and what Maven Advisory truly is.

What’s Maven Advisory?

Most fintech startups have inconsistent sales which lead to uncontrollable growth, jeopardizing the entire business. We solve this issue with a clear and intentional collaboration between sales and marketing efforts.

Maven’s mission is to guide early-stage FinTech startups in building sustainable growth. Through educational content and go-to-market strategies, Angi will help founders establish their sales and marketing foundations and stop making the most common mistakes.

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. This was the first step to solve Angi’s disconnect with her own brand. 

Through several in-depth sessions, we worked on 9 core concepts for Angi’s brand, Maven Advisory.

 
— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It was only after this meticulous process, that we were able to visually bring Angi’s brand to life. See the result below.

Concept

Through the Brand DNA process, we found the importance of highlighting Angi’s Argentinian roots and the long-lasting similarities found in art and architecture between Buenos Aires and Chicago.
 
The two cities Angi very proudly calls home.
Brand color palette

Solution

Inspired by the 1920s art deco and architecture, and today’s FinTech space, we worked on a balanced brand visual identity that shows who Angi is, and what Maven Advisory needs to be. The result? 

A timeless monogram and modern word-mark that makes Maven Advisory’s new logo, which in turn guides the new brand identity.
Logo versions for every purpose
Word-mark detail
Logo inspired brand pattern
Re-written and redesigned LinkedIn profile
Custom-made social media post templates
Unique business cards for events
Slide deck template for keynotes
We also designed and built Angi’s new website, mavenadvisory.co
A website that looks great on every device
And of course, a detailed brand guidelines book.

Outcome

Angi now has a brand identity that makes her stand out in the FinTech space, which also matches her personality, and allows her to grow.

She is now able to create new marketing materials entirely on her own knowing they’ll always be on-brand, consistent, and eye-catching.

Happy Clients Say

Working with Joel was the best decision I made for my brand. He doesn’t just design. He listens. His approach is mindful, intentional, and rooted in truly understanding you and your business.

The result? A brand and website that feel like me. Beautiful, professional, and effective.

No fluff, no ego, no BS. Just real partnership and work that delivers. If you want someone who gets it and knows how to bring your vision to life, Joel’s your guy.

– Angi Milano

© 2025 GrowingDesign

Hey, I'm Patrícia 👋

Brand visual identity designer + illustrator

I craft standout brand identities, packaging, and custom illustrations that turn your brand’s essence into visuals customers remember.

We’ll go beyond the logo and create a visual identity that reflects your values and speaks to your people.

No flashy visuals just for the sake of it, because design should feel like it belongs. It should connect.

This is where I do best:

✏️ Custom logo design
✏️ Brand color palettes, typography, and design elements
✏️ Illustration and brand collateral that brings everything together

Tell me what you’re building! I’d love to hear about it and chat about how we can bring it all together in a way that feels right 😁

Let's talk!

Byting Chipmunck

Byting Chipmunk helps businesses facing inconsistent software management, transition to fully automated systems so they can make better use of their human power and become more efficient.
Deliverable

Brand Strategy & Identity

Client

Russell Smiley

Location

Ontario, Canada

Overview

“Late last year (2022) I was increasingly aware that I needed help with marketing as this was an area of business that I had not been exposed to previously in my career, and I wanted help to be more purposeful about how I was using social media. Fortunately I came across Joel’s activity on LinkedIn and decided to make contact.”

Russell is a veteran in his industry, now that he was flying solo he needed to grow an online presence that matched his expertise.

Byting Chipmunk is a software management business that helps businesses transition to automated software delivery, ensuring effective processes and better results.

“We aim to provide software integration and delivery automation services to businesses and to supply industry peers with resources, and off-the-shelf tooling that will make their work easier.”

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. Through several in-depth sessions, we worked on 9 core concepts for Russell’s brand, Byting Chipmunk.
 
— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It’s only after this meticulous process, that we were able to visually bring his brand to life.

Concept

The Byting Chipmunk is part of Russell’s brand origin story:

“The name came from a store clerk when my wife asked if they had Barking Squirrel in stock (yes, a real product name 😄) – he replied sarcastically “No, but what about Biting Chipmunk?”. Joke’s on him, he gave me a great brand name! 🤣” – Russell

Solution

The result is a very confident mascot with a vibrant color combination. 
 

That’s how we visually represent Russell’s tech-related brand, Byting Chipmunk. 

With his new LinkedIn profile, Russell got a set of social media post templates built in his Canva account. The total collection extended to 15+ templates.

Outcome

“Joel and I worked through his branding exercises which help me understand what I was trying to achieve as a business, who my prospective customers are and how my visual identity could align with those things. ” – Russell Smiley

Happy Clients Say

“I really valued the regular meetings with Joel and will miss the opportunity to chat with someone about business, social media and marketing. Joel was candid with his remarks and delivered useful criticism and suggestions about how I have been “doing social media”. I am super happy with the logos, social media templates and colour palette that Joel designed – it is now much easier to quickly put together posts with a consistent look.

I think any business, but particularly a solopreneur such as myself, will benefit from working through the branding exercises with Joel. I learned so many unexpected things.

Thanks Joel!”

– Russell Smiley

© 2024 GrowingDesign

Anna Burgess Yang

Anna provides how-to resources for those who need to optmize their back-end business operations.
Deliverable

Brand Strategy & Identity

Client

Anna Burgess Yang

Location

Chicago, USA

Overview

Anna Burgess Yang stands for a better relationship between your work and your life. We know how traditional work settings don’t value their workers enough, often putting them through stressful and uncertain situations and career paths. 

As a result, solopreneurship has become a much appealing option to a fulfilling work life.

Anna Burgess Yang is the go-to solopreneur educator for back-end business operations and management.

“I want to show those in corporate that change is possible by helping freelancers and small business owners grow stronger businesses.”
 
– Anna

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. Through several in-depth sessions, we worked on 9 core concepts for Anna’s brand.

— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It’s only after this meticulous process, that we were able to visually bring her brand to life.

Concept

The need to represent “idea” was an early on discovery from the Brand DNA process. 

The idea that business owners have of a better life, and the idea of their businesses. An idea.

That quickly became our focus and guidance for how we’d visually represent Anna’s brand.

Solution

The bulb, attached to a word-mark. 
 

That’s how we visually represent Anna’s personal brand. 

Anna helps others pursue to better their ideas, while providing better ideas on how to do so.

Anna motivates light-bulb moments.

Complete social media support was provided from the writing of the profiles to the design of all the necessary imagery paired with a diverse set of post templates.

15+ Social media Canva templates

You can meet Anna on LinkedIn!

Outcome

Anna now has a complete brand folder, and rich Canva account, with all the digital assets she needs to confidently create what her business needs.


From any kind of social media post, to in-depth workbooks and presentations, she knows she can count on her brand assets to create beautiful designs that represent her fully and resonate with her audience. 

Happy Clients Say

Joel is one of the most thoughtful collaborators I’ve ever worked with.

I knew my brand needed a major design uplift, and Joel did all of that and more. He was so thorough in understanding me, my brand, and my audience.

In addition to the overall brand design, I had significant needs related to my social media accounts and webinars I host. Joel took care of all of that, leaving me with hundreds of Canva templates to work with. I also have so much more clarity around my brand messaging after working with Joel.

Highly recommend working with him.

– Anna Burgess Yang
© 2024 GrowingDesign

Fruition Initiatives

Sarah is an independent COO who helps established business owners scale on their terms through strategic goals. Fruition Initiaves is how Sarah and her team help bring those goals to life.
Deliverable

Brand Strategy & Identity

Client

Sarah Duran

Location

Colorado, USA

Overview

Sarah was at crossroads in her business. Fruition Initiatives had grown into multiple active avenues all sharing her big vision: to make business owners never settle for less. But it all felt disjointed.

Our rebranding project was how we aligned every initiative under the same brand, Fruition Initiatives. No more looking like she was running a few side-hustles stapled together, it all now aligns towards the same goal.

Fruition Initiatives offers business owners a strategic partnership tailored to their challenges by following an agile method.

Unlike most business coaches, Sarah’s support focuses on business strategy and operations without following a fixed program, ensuring her clients get the help they truly need, not a fixed-step program.

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. Through several in-depth sessions, we worked on 9 core concepts for Sarah’s main brand, Fruition Initiatives.
 
— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It’s only after this meticulous process, that we were able to visually bring Sarah’s brand to life.

Concept

Through the Brand DNA process, we found the importance of highlighting the 3 main pillars of Sarah’s coaching method.

Work.
Worth.
Wisdom.

And how we as business owners need to find where and how the 3 overlap – as that’s where we not only do our best work but also find the most fulfillment.

This idea became the guiding concept for the logo design.

Solution

The overlapping pillars meeting at the center. 
 

We want to represent movement, as business is never a stagnant journey. We want to guide our audience towards the center, where the 3 pillars overlap, where we find fulfillment.

Fruition Initiatives has 3 sub-brands.
The Future is Freelance for Sarah’s podcast.
The Hustler’s Manifesto for the long-form written content — blog and email newsletter.
The Solopreneur Collaborative which is Sarah’s ongoing coaching program.

Fruition Initiatives’ brand identity is versatile to both include the 3 sub-brands and stay open to new initiatives that will soon come.

Sarah’s online presence fuels the Fruitive Initiatives’ brand. You can meet her on LinkedIn.

Custom-made templates
Linkedin cover + Featured section
Slide deck template
Youtube channel

Outcome

Sarah now has a brand identity that makes her stand out, matches her personality, and allows her to grow. She is now able to create new marketing materials entirely on her own knowing they’ll always be on-brand, consistent, and eye-catching.

Happy Clients Say

Working with Joel is the best thing that ever happened to my brand!

Joel is a top-tier branding expert. He walked me through a process that uncovered my unique value proposition and translated it seamlessly into a stunning visual brand. He was also there every step of the way for questions and continues to be a valued thought partner as I implement the new brand. I cannot recommend Joel enough!

– Sarah Duran
© 2024 GrowingDesign

WordPotential

Marketing translation and copywriting team for brands who want to expand to the German market, and grow in the online space.
Deliverable

Brand Strategy & Identity

Client

Laura Timm

Location

Tenerife, Canary Islands

Overview

“Initially, I contacted Joel for a re-do of my LinkedIn profile to reach more clients for my translation and copywriting business. After our first call, I decided to take the whole branding package.”

We realised that Laura needed to work on her brand and business foundations before investing in a new LinkedIn profile. And that’s what we did. Out of our first phase, WordPotential was born.

“WordPotential is the go-to partner for those who need to leverage the cultural and language nuances of the German market to stand out with their unique story, increase their brand awareness, and build strong relationships with their customers. 

To do so, WordPotential will provide storytelling-infused marketing translation and copywriting services.”
 
Laura Timm – Founder

Brand DNA

The Brand DNA is what we get from our custom-made brand strategy process. Through several in-depth sessions, we worked on 9 core concepts for Laura’s brand, WordPotential.
 
— Who, what, and why.
— Target audience and brand personas.
— Competitor analysis.

— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.

 
It was only after this meticulous process, that we were able to visually bring her brand to life.

Concept

The need to represent “potential” was an early on discovery from the Brand DNA process. That quickly became our focus and guidance for how we’d visually represent Laura’s brand.
 
But we couldn’t ignore her story. 

Her strong connection to Tenerife had also to be present.

Solution

The flower, the “w”, and the color choice. 
 

That’s how we visually represent Laura’s dynamic brand, WordPotential. 

We show potential with a growing flower, in a deep blue tone that is inspired by Tenerife’s ocean water. And of course, the hidden “w” as it’s the brand’s initial.

WordPotential website

Business card design
WordPotential website

For different collateral, like the business card and website seen above we created a set of icons to support the brand’s message and content.

Laura’s online presence fuels WordPotential’s brand. You can meet her on LinkedIn and Instagram.

Screens from the WordPotential website

Outcome

“Ever since Joel branded my business to life by working out my entire Brand DNA, including all the visual elements, he’s been my go-to person for all WordPotential designs. He helped me create our website with a proper portfolio, and all my trade fair assets (banner, business cards, flyers, goodies).” – Laura Timm
 
WordPotential now has a working online sales funnel that covers Laura’s social media presence, self-hosted content in form of relevant blog articles and interviews, and a monthly email newsletter. 

Happy Clients Say

“Joel and I worked together to lay the foundations of my business, which, at the time, were anything but clear. We went through the Who?, What?, How?, over to my vision, mission, and USP. We even did a full competitor analysis to identify aspects of my business that I could improve to make it stand out of the crowd. 

And, of course, I also got the most beautiful logo, colour palette and fonts ever, along with useful social media templates.

I wholeheartedly recommend Joel to anyone who not only wants a fantastic brand identity, but also a solid foundation and direction for their business.

Joel is not just a design professional; he’s also a wonderful person who’s ready to go the extra mile to turn your vision into reality.”

 
– Laura Timm
© 2024 GrowingDesign

justice is now

organization focused on advocating for a change in the treatment of rape victims in UK criminal courts
deliverable

brand identity

client

Justice Is Now Organization

location

manchester, uk

overview

Justice Is Now is a non-profit organization that aims to combat the use of rape myths as defense tactics in courtrooms and increase the conviction rate for rape cases. The organization was created in honor of sexual assault victims and aims to end the practice of victim blaming and educate the public about the realities of sexual assault. Their goal is to ensure that future victims do not have to endure the injustice of rape myths being used in court.

The conviction rate for rape has gone from 6.5% to 3.5% in the UK. Research shows that too many people believe rape myths and victim blame, and these people are the same people who end up on juries.

The only person responsible for sexual violence is the person who commits the offense.

Our goal is to create a world where justice for victims of sexual violence is not the exception but the norm.

We intend to get there by:

  • Advocate for a change in the treatment of rape victims in UK criminal courts and an end to rape myths used in society.
  • Challenge victim blaming and sexual violence myths.
  • Highlight cases of reporting in the media which victim blame.
  • Lobby for mandatory training for juries hearing crimes involving sexual violence.
  • Campaign for an end to defense barristers using victim-blaming myths during cross-examination.

concept

We focused on creating visuals that pass on a strong sense of urgency, aligning with the core goals of the organization: speaking up, protesting, and raising awareness through powerful voices.

To convey this message, we explored protest symbols like exclamation points, megaphones, raised fists, and a mix of undercase and capitalized words to create visual contrast and emphasize strength and conviction.

solution

Inspired by the handwritten signs often seen at protests, we embraced this raw, expressive aesthetic to reflect the movement’s authenticity and passion.

To reinforce the message, we incorporated expressive symbols like the exclamation point (!) into the logomark, effectively conveying urgency, authority, and the assertiveness of our shared beliefs.

The brush stroke style gives the logo an expressive yet accessible look, making it easy for anyone to draw it on a sign, t-shirt, or flag and show support for the cause.
 

outcome

With the new brand identity, JIN now has a strong and cohesive visual representation that will help them effectively communicate their cause to the public. The new logo concept, with its brush stroke style and expressive yet accessible look, serves as a symbol of resistance and protest.

The new assets will be a powerful tool for JIN to spread its message and inspire more people to join its cause.
©2024 GrowingDesign

canopie

app and digital program addressed to parental mental health (for expecting and new parents)
deliverable

illustration

client

Canopie

location

virginia, usa

overview

Ann & Anne support expecting women and new mothers through common motherhood challenges.

Together, they launched Canopie—a free, evidence-based app designed to improve maternal mental health and address the significant gap in care. Canopie provides clinically effective, flexible care through short, personalized audio programs that offer a humanizing approach to maternal wellness.

Our goal is to create effective, compassionate care for new moms. This means rethinking prenatal and postpartum care to fully address mothers’ emotional health.

It’s about caring for every mom, no matter where she is or her access to resources—high-quality care for everyone.

We’re offering a maternal mental health solution that’s impactful because it reaches moms at scale, right in their homes, at their convenience—especially during a time when traveling or scheduling isn’t an option. It’s critical, as 85% of new moms struggling with anxiety and depression aren’t receiving the treatment they need.

– Ann & Anne

concept

The name “Canopie” is inspired by the idea of a “canopy” that provides warmth, strength, and resilience, creating a sense of protection and support as mothers grow through their journey.

We expanded the logo’s aesthetic into a series of nature-inspired illustrations, emphasizing growth and transformation in a calm, nurturing environment – all of them are drawn with a limited number of geometric shapes, giving us unlimited composition options.

solution

Natural elements like birds, flowers, and mountains were chosen to evoke freedom, lightness, and calm, coming together like a peaceful landscape.

We also included mama and baby characters with restful expressions to emphasize the desired mood and human connection.

Baby's gestational size represented as fruits

outcome

When we met, Canopie’s visuals didn’t fully convey the message or energy it deserved. Lacking graphic cohesion, the visuals were created in-house using clipart-based images without structure or visual thinking.

Now, Ann & Anne have a refined app interface featuring cohesive, on-brand illustrations that radiate the right energy. Each element is thoughtfully arranged, creating an enjoyable and intuitive user experience.

happy clients say

We absolutely loved working with Patrícia! 
She was flexible, open to feedback, produced lovely, high-quality work.
She was great, and we can’t wait to keep working with her!
 
Anne & Ann

gira sonhos

unique, artistic and meaningful handmade gifts - for special moments and stages of life
deliverable

brand identity

client

Sandra Malho

location

lisbon, portugal

overview

Sandra is a local talented artist and friend, who crafts beautiful personalized figurines. She’s been running her business for some time, and felt ready to take it to the next level. Unsure of how to improve her online presence and knowing it was affecting her sales, she reached out to Joel and me for help with brand strategy and visual identity. And we were THRILLED to get started!

Gira Sonhos is dedicated to the important people in our lives — those we should cherish most.

It helps people to give with intention, putting an end to unnecessary gifts and empty gestures. While combating unconscious consumerism, Gira Sonhos gives us the chance to show genuine appreciation.

As a person who has difficulty expressing what goes in my soul, art is my way of saying “I like you”, “you’re important to me” or even a simple “thank you”.

I like to offer something that makes the other person feel special and loved.

Something different.

– Sandra Malho

concept

The name Gira Sonhos is inspired by two Portuguese words: girassol (sunflower) and sonhos (dreams).

Sandra feels a deep connection with sunflowers and wanted this to be part of her brand identity. Since this is a personal project, it only made sense to reflect Sandra’s personality and ethic values in the design.

In the draft phase, we explored several sunflower variations, as well as typography that would align with Sandra’s vision.

Key attributes we highlighted:

  • Calmness
  • Friendliness
  • Emotion
  • Family
  • Altruism
  • Honesty

solution

The logomark features a hand-drawn sunflower, symbolizing the artisanal and handcrafted techniques Sandra uses in her figurines.

To highlight the sunflower’s unique characteristic—its natural tendency to turn toward the sun—we created multiple logo iterations, each showing the sunflower in a different position, as if it were following its light.

outcome

Thanks to the Brand DNA and brand identity process, Sandra now understands her audience, competitors, and how she wants to be perceived.

She’s confident in her online presence, knowing exactly what to post, how to post it, and how to use these tools strategically. With a brand identity that reflects who she is and connects with the right audience, she’s growing her presence effectively — and with real results, including orders from abroad within 2 months after launch.

know the project: @girasonhos.pt

©2024 GrowingDesign

view from 32

advisory firm focused on beauty industry
deliverable

brand identity

client

view from 32 firm

location

los angeles, usa

overview

View From 32 was founded by Gabriella, Cassie, and Lindsay — three women with a passion for beauty. With a strong industry background from their time at Sephora’s headquarters in San Francisco, they bring both expertise and friendship into their work.

Their services include strategy, consulting, and expert advice to help beauty brands achieve their business goals. As thought partners, they guide clients through the competitive beauty market, empowering them to succeed.

A bit of their story:

A nod to the famed 32nd floor of the iconic retailer that gave the trio an unparalleled perspective of the industry as well as access to some of its most important leaders, executives, founders, investors and creatives, the name View from 32 pays homage to their combined time of over 25 years at Sephora.

It wasn’t until a summer trip to Portugal in 2022 when Cassie, Gaby and Lindsay officially decided to join forces and continue to steer brands towards success—this time, as a powerhouse of three. Over verdejos at the beach, they toasted to friendship, passion and continuing to leave their mark on the beauty industry as View from 32.

concept

When we started working together, their vision was to create a logo mark that combined elements of beauty products and a building, symbolizing their origin story.

While buildings are often associated with construction companies, real estate agencies, or architecture firms, we wanted to challenge that convention. How intriguing would it be to design a construction-inspired logo with a chic and feminine touch?

  • beauty + construction crossover
  • chic contractor vibe
  • 3 blocks (3 members) combined into a tall a structure
  • 32 implemented in the name

solution

After exploring various drafts, we ultimately decided to take a different direction, opting for a modern, feminine eye shape inspired by Greek motifs, which directly ties into the company name.

The chosen typography is bold yet chic, reminiscent of boutique brands and contemporary, welcoming hotels.

This eye shape is simple and elegant, effectively conveying the concept of ‘view,’ while the typography adds a professional yet stylish touch, making the logo both visually impactful and memorable.

outcome

View From 32 now boasts a cohesive and distinctive brand identity that perfectly reflects its core message and personality. The logo’s modern, feminine, and chic elements, along with the premium color palette, seamlessly embody the tailored, high-end experience the brand offers each client.
 
©2024 GrowingDesign

eggshells

science-based online mental health program
deliverable

illustration

client

Ann Don Bosco

location

london, uk

overview

Eggshells is an online platform providing evidence-based mental health support outside of crisis situations.
 
Unlike our approach to physical health, where we go to the gym and only see a doctor for emergencies, mental health often offers only one option: seeing a doctor. Eggshells aims to change that by offering a “gym for the mind” experience. 

Usually people wait until they are ‘bad enough’ to get support but we believe that almost everyone could benefit from learning evidence based mental health techniques. 

What we’re doing as a brand is also really trying to normalise mental health challenges and tackle stigma. We know stigma is one of the reasons people don’t access support so it feels really important to do.
 
Ann Don Bosco – Founder

concept

The name “Eggshells” symbolises breaking free from the constraints of walking on eggshells, encouraging open conversation about feelings while maintaining a lighthearted tone.

The illustrations feature the cracked egg as the main element, accompanied by simple human figures in various positions and interactions. These illustrations aim to convey the concept of acknowledging our feelings, accepting our mental state, and working on our mental health.

solution

The human figures are depicted hugging the eggs, juggling them, climbing on them, jumping over them, and examining them.

These actions symbolise the different ways we engage with our emotions and challenges. The size variations of the eggs, with some smaller than the human figures and others larger, represent the varying sizes and complexities of our personal issues.

By embracing our vulnerabilities and actively working towards improvement, we can foster a positive and supportive approach to our mental health journey.

We decided to tweak their logo to match the illustrations’ look and feel. 

outcome

By incorporating these brand elements throughout the communication mediums, they effectively communicate the vision of Eggshells. They show an inclusive space where visitors can embrace their vulnerabilities, work on their mental health, and find inspiration for their journeys.
Overall, the brand identity and illustrations reinforce the message that it’s okay to show our vulnerabilities, and by doing so, anyone can actively improve their mental well-being.
 
©2025 GrowingDesign

not what defines us

online support community for victims of sexual assault
deliverable

brand identity

client

Patricia DePietto

location

new york, usa

overview

Patricia reached out for help with launching her latest project. Her website had valuable content but lacked a cohesive visual identity, relying too much on default platform graphics. After discussing her goals, we collaborated to create a custom visual identity for NWDU that aligned with her brand and resonated with the target audience.

At the heart of Not What Defines Us is a commitment to empowering survivors to heal, grow, and reclaim control over their lives. We recognize the strength within every survivor and believe that sharing experiences and insights can be a powerful catalyst for healing.

Our mission is to foster a community where survivors feel understood, supported, and equipped with the knowledge needed to navigate their healing journey.
 
Patricia DePietto – Founder

concept

We decided to focus on the Healing Journey and Breaking Stigmas by visually deconstruct the concept of being “defined” by past experiences and celebrate the diversity and resilience of survivors.
 
The goal is to convey a sense of empowerment, highlighting the idea that survivors are not shaped by what happened to them and are free to build their lives as they wish. 
 
During the exploration phase, we tested some ideas such as:
 
• playing with different letter widths
• break the name in unexpected ways
• play with the idea of path
• use of bold typography

solution

Some letters have a twist: the O is a C, the W is an M, the F is a T, the E is an A;
 

By manipulating the letters, we challenge the status quo, showing that no one is defined by convention, but by conviction; Just as the letters in the logo can be rearranged and transformed, survivors have the power to redefine their own narratives;

The bubble speech reinforces the idea of creating a safe space to share experiences and have their voices heard, as well as the importance of open communication and dialogue within the community;

outcome

NWDU now holds a custom, thoughtfully designed visual identity that makes a strong impact and resonates with the desired audience. This cohesive identity enhances all brand touchpoints, allowing recognition and trust: the website and social media platforms consistently utilize these elements and colors, ensuring a unified and memorable brand presence.
 
Know more about the project at:

happy clients say

“Patricia was amazing to work with, she really cared about the project, had great ideas and went above and beyond to make the deliverable awesome. I would recommend and I will rehire in the future!”
 
Patricia DePietto

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Hi, I'm Joel 👋

Brand strategist + designer

Brand strategist and designer for solopreneurs who want to stand out, be seen, and get hired(!) as the experts that they are.

I’ve been a freelancer, service provider, solopreneur, [insert any other possible title here, you know what I’m talking about] for over 10 years – aka my entire professional career.
 
In 2020 I got tired of working with “bigger businesses” and all the corporate nonsense that came with them, fired all my ongoing clients and started fresh in 2021 to focus on working with people like us.
 
That was only possible because I’ve invested so much time and effort in my personal brand.
 
And that’s the journey I want to take you on.
 
We build brands that not only stand out but also stand for something + get you what you need.
 
Let's talk!