Victor Hugo Mattos
Victor Hugo Mattos is a Brazilian multi-talented self-taught artist. He believes creative sensibility elevates the dialog between enchantment and contemporaneity. His work can be seen in the most important fashion and art publications in Brazil and around the world. In 2020, aiming at building his brand as expression and business, he went through a strategy repositioning, becoming a "exuberant multilingual studio". Felipe Campos, who was leading the project with Gabriela Bueno, invited me to create the visual identity of this new chapter.
Talking about his creative process, Victor Hugo Mattos said that “each piece begins with a central element, and grows around this element like an endless fractal, like a kaleidoscope”. From there was born the idea that guided the creation: "From the center to the infinity".
For the logotype, we have chosen a typeface that conveys the brand's exuberant appeal and also evokes the luxury of the fashion world. By placing it under a kaleidoscope, the typeface transforms itself into a unique and complex pattern, just like his art. The biggest challenge was creating a symbol that could represent, in a simple way, this infinite universe. That is why we chose the letter O, the only one that can be found in each of the artist's three names, also representing the beads, shells and chains commonly seen in Victor's work.
In the same year, as part of São Paulo Fashion Week's 25th anniversary, Victor Hugo Mattos was invited to join the event's main line-up. For the occasion, he presented the new brand identity in the fashion film “Cálida”, co-created with an incredible creative team, reinforcing the studio's multilingual positioning.
