VISUAL
DESIGN
VISUAL
DESIGN
Brand systems, marketing assets and presentation design that unite product, marketing & UX teams. 20 years of craft, from brief to launch.
PIPEFY
CASE
STUDY
B2B SaaS
2020–2021
Creative Director
Scaling brand identity during
Scaling brand
identity during
remote work revolution
remote work
revolution
Intro
About / Scenario
Pipefy is a low code workflow automation platform serving enterprise customers across strategic verticals. In 2020, they set an aggressive growth goal, and for that, they needed a marketing design system that could scale globally while maintaining brand consistency over all user journey.
The pandemic created massive demand, but potential customers were getting lost before seeing demos. The marketing team was bottlenecked by fragmented visuals, and we struggled to show why Pipefy was a flexible platform rather than just another simple tool.
Problem
Marketing needed to ship faster. More campaigns, more verticals, and a brand that looked like one company instead of five. The in-house design team was stuck producing instead of creating.
What I DID
I led the Visual Marketing Design System in Figma & After Effects as a single source of truth for the whole marketing org. It grew to 500+ components and was used by six designers across sales, marketing, and internal communications.
The images & animations on this page where created by me as a creative direction of the entire communication apllied through 2020-2021.
structure
The system was built on a color hierarchy framework I set up around three roles: Pain, Brand, and Solution. Every asset, no matter which vertical or format, used color to carry that narrative. The pain of the unsolved workflow, the brand holding the promise, the solution landing the payoff. That single framework is what made the brand read as one company even when the verticals looked distinct.
verticals
On top of the core brand, I built vertical specific visual systems for Finance in green, HR in purple, Marketing in magenta, and Customer Success in yellow. Each vertical got visuals tuned to its audience without anyone rebuilding the base.
branding
The library powered sales pitch decks, leadership keynotes, endomarketing campaigns, and HR event assets across EN and PT.
results
The system powered 50+ multilingual campaigns a year, pulling landing pages, explainer videos, pitch decks, and social from the same library. Asset creation efficiency went up 30%. The inbound marketing team hit 112% of its annual revenue goal for 2020.
teamwork
Marketing
Leadership
Guilherme Angelucci
Arthur Oliveira
Fabiano Silva
Diego Melo
Rochelle Clark
Leticia Moreira
Leticia Paiva
Luiz Eifler
Maurivan Luiz
Everaldo Coelho
Larissa Herbst
Thiago Matsunaga
UX Cloud Console Team
2024 - 2025
Visual Designer (NDA)
Embedded with a UX team building AI-powered cloud features for a global audience. Challenges included communicating complex AI concepts across language and cultural barriers between North American and Chinese stakeholders.
Wiser Brand Synergy
2014 - 2020
Senior Motion Designer / Art Director
A unified motion language that enabled consistent, high volume content production across multiple brands and platforms, helping Wiser communicate complex entrepreneurship concepts through engaging visual storytelling.
Digital Campaigns
2021 - Present
Visual Design, motion graphics & video editing for mobile games, app promotions, and digital campaigns. Work includes playable ads, product videos, and social content for gaming and consumer tech clients worldwide.
Design
For
Humans
Brand Systems
Marketing Assets
Digital Illustration
Design Leadership
Design For Trust
20 years of design experience
Multiskilled Visual & UX expert
Strategic Creative & Management
Milestone Planning & Documentation
Efficiency & Quality Excellence
Real people.
Real results.
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist
Will is an exceptional visual and motion designer who continuously pushes the boundaries of his craft. He actively explores and integrates emerging tools, especially AI tools these days, into his daily workflow, consistently elevating the quality and impact of his work through experimentation and visible results.
Kay Kim
UX Design Director
Will helped to navigate multiple iterations of our corporate website, helped develop company brand guidelines, created countless product videos, and contributed greatly to the design and development of various assets such as case studies, ads, social creative, content and more.
Rochelle Clark
Marketing Director
I would definitely recommend Will for the amazing creative design he can achieve and dynamics for a team! The creativity he brought by re-orchestrating a story for the project, in the pixels of UI, in the key frames of animation, in the micro emotion of AI generated illustrations, all come together to impress our stakeholders when pitching.
Songyan (James) Hou 侯松岩
Lead UX Designer
Working with Will has been such a joy! His creativity brings projects to life in ways that always surprise and delight me, and his attention to detail ensures the work is consistently beautiful and impactful. Every time we partner on a campaign, I know the process will run smoothly and the end result will be something we’re proud of.
Zelia Silvério
Creative Grow Leadership
Will is a respectful, supportive colleague who’s always willing to share his knowledge and help others grow. His expertise in visual and motion design consistently goes beyond core tasks. He always makes sure to create multiple options and document their meanings in a thoughtful and methodical way.
Shareen Mahmud
Lead Product Designer
Will is one of the most talented, self-driven, and kind-hearted visual designers I’ve collaborated with. His creative, cohesive design brought clarity and consistency to our deliverables, while amplifying all the key highlights and values. He makes everything simple and easy to tackle.
Anqi Wang
Lead UX Researcher
Will is an amazing human being and professional. He is a dreamer and always looks for improvements using benchmarks, and this helped us to make better decisions. He is passionate about what he does, making him raise the bar in each new job or task that he does.
Mérie Oliveira
Marketing Copywriter
Will has a sharp eye for detail, he is a fast worker making efficiency a priority, and quickly learns new skills as projects demand it. I've been very impressed by his professional quality of work and the variety of art he creates and animates.
Maurivan
Design Director
Will is incredible. He is a unique type of designer, combining creativity with quality work and a different look for different project solutions. A person open to conversations and discussions, and I hope to be able to work with him again.
William Lopes
Lead Product Designer
Will is leaded by his curiosity, determination and passion to become a better and better designer. He is an excellent team worker, good listener and proactive to propose great solutions. His presence and competency made the work more pleasant and richer.
Guilherme Chee
UX Designer
Will is such a good professional and coworker. I had the pleasure to work with him at Pipefy and saw how his creative mind led us to a new level. Whether in Motion Graphics or illustration, Will is multidisciplinary in several areas of design.
Guilherme Angelucci
Design Specialist