About Sofia — Brand Designer and Creative Director at Eluma

Brand Strategy

Visual Identity

Art Direction

Creative Direction

Brand
director©

I'm Sofia, brand designer and creative director based in Lisbon. I work independently with a small number of clients at a time, with enough focus to do it properly.

Our Story —

From RESEARCH to Impact, BUILDING BRANDS THAT
HOLD THEIR GROUND.

After years working in advertising and brand design, I kept noticing the same pattern. Companies invest in a logo and launch assets, then slowly drift. The brand fragments across channels. Design decisions get made without strategic reasoning. The identity stops holding.

I started Eluma to work differently. Every project begins with research. Every decision has a rationale. The final deliverable is always a system, not just assets, so the brand keeps working after the project ends.

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Selected work

My values —

Our values —

HOW I THINK

Research before aesthetics

The competitive landscape gets mapped before a single visual is touched. Creative decisions need a reason.

Systems
‍not just assets

A brand is what happens across every touchpoint. Identities should hold together without constant supervision.

Direct Collaboration

If something isn't working, I'll say so. Senior creative direction only adds value when it's honest.

Designed to last

Good branding doesn't need to be redesigned every two years. Longevity is the goal, not the portfolio shot.

How we work —

Work Process

(03)

Research
‍and audit

I map the market and analyse competitors to find where the brand can own something real

Strategy
‍AND direction

I define the visual territory: what the brand should feel like, what to avoid, and why. Every decision comes with reasoning

Identity
AND system

I build the brand system: identity, typography, colour, layout principles, and documentation the team actually uses

Award Highlights —

Recognized Excellence

Before founding Eluma, I spent years as an art director at Young & Rubicam Lisbon. The work was recognised with awards at Prémios Sapo in 2007 and 2008, a 1st prize at ValorSul in 2009, and a 2025 shortlist at the European Poster Competition. Those years shaped the way I think about communication. A brand idea has to work before it can look good.

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Project :

Year :

Award :

–

ValorSul — Amb3e

2009

1st Prize

–

Prémios Sapo — CGD

2008

Bronze

–

Prémios Sapo — CGD

2007

Gold

–

European Poster Competition

2005

Shortlist

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Bring Ideas To Life —

Let’s

MAKE

IT

DISTINCT

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