User Interface Design & Branded Digital Storytelling

In this section, I showcase digital branded content projects developed with a transmedia storytelling approach, using digital-first platforms embedded in Editora Abril’s websites. The main goal was to design immersive interfaces and narrative ecosystems tailored to each brand’s audience, transforming editorial media into powerful content marketing channels. My role spanned from UX/UI design and visual concepting to final art direction, collaborating closely with editorial, video, and branded content teams.

Jeep x Quatro Rodas
Campaign Objective:
Position Jeep as the ultimate adventure partner through editorial travel content.

Project:
Branded Webseries + Destination Guides Hub

Role:
UX/UI Design, Art Direction, Digital and Print Integration

For Jeep’s branded project on Quatro Rodas, I designed a dedicated microsite to host the full content experience — articles, webseries episodes, and downloadable travel guides for four destinations across Brazil. I also created the PDF guides themselves, ensuring visual consistency across formats and aligning with Jeep’s rugged yet premium brand identity.

Outcomes:
• Project reached over 1.6 million unique users.
• PDF guides recorded over 35,000 downloads, becoming evergreen assets for the brand.
• Average session duration on the microsite was 3:20 minutes, indicating high engagement.
• Jeep Brazil reused design assets for CRM campaigns and social media
Toyota Corolla x Quatro Rodas
Campaign Objective:
Support the launch of the 2018 Toyota Corolla with a premium, informative microsite.

Project:
Launch Website Embedded in Publisher's Ecosystem

Role:
Interface Design & Visual Direction

Toyota needed a sleek digital presence to promote the Corolla’s 2018 edition directly within Quatro Rodas’ web portal. I designed the custom interface, balancing editorial aesthetics with brand sophistication. The experience was optimized for desktop and mobile, with high-quality visual assets and storytelling integration.

Outcomes:
• Website achieved a CTR 2.4x higher than typical display banners on the platform.
• Over 95k sessions during launch month via organic and sponsored traffic.
• Users who interacted with the site spent 1.8x more time than site-wide average.
Friboi x Veja SP – Academia da Carne
Campaign Objective:
Educate and inspire home cooks using Friboi’s premium meat products

Project:
Recipe Platform Organized by Meat Cuts hosted at Veja São Paulo in 2017

Role:
Interface Design & Visual Direction

I designed a modular interface for Academia da Carne, a content platform divided by type of cut and recipe category, with or without video content.

Outcomes:
• Interface supported a 50% increase in recipe content consumption over 6 months at Veja São Paulo.
• Strong visual clarity led to a 35% drop in bounce rate on recipe pages in comparison with regular recipe pages on Veja São Paulo's website
• Helped Friboi solidify brand authority in the gourmet meat segment.
Santander x Veja – Museum of Tomorro
Campaign Objective:
Connect Santander with innovation and culture ahead of the Rio 2016 Olympics

Project:
Digital Editorial Experience About a Landmark Cultural Launch, developed in 2015's last quarter

Role:
UI Design & Visual Narrative Concept

For this special content published on Veja’s website, I designed a one-page scroll storytelling interface featuring custom illustrations by Otávio Silveira and interactive modules introducing the newly launched Museum of Tomorrow. The design emphasized visual immersion and educational value.

Outcomes:
• Over 370k unique visits during the Olympic pre-launch phase.
• Earned 30% higher social shares compared to average Veja branded content.
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