Skillcore is a gamification startup. We began with an extensive marketing research process, analyzing competitors, audience, market trends, data insights, archetypes—everything marketing offers to shape a smart new brand positioning.

From there, we built the aesthetics. The process included approximately three months of research, two months dedicated to brand development, and another 12 months for brand activation. I had the opportunity to create icons, illustrations, photo treatments, a website, social media assets, and the motion language (in collaboration with Erich Neto), which symbolizes the opening of a portal and the arrival of something powerful.

The verbal identity was equally strong. Partnering with Eduardo Lopes, we developed the tone of voice, headlines, and—what I consider the cherry on top— the brand’s tagline. For a company committed to transforming digital boredom into engaging solutions through gamification, we found the perfect fit: "The Gamechanger Company." We turned the game around.