Noov emerged as an extension of the Nuvem Arquitetura studio in Porto Alegre, founded by Guilherme, Rodolfo and Vitor. With eight years’ experience in the architecture market, they identified a promising opportunity in the franchising segment and created a brand dedicated to this niche. I was invited to develop Noov’s visual identity and translate the essence of the project into a striking visual concept.

The challenge was to create an identity that reflected the dynamism of franchises and connected with entrepreneurs focused on expansion. This is how Noov was born, a brand that integrates architecture and strategy with a focus on results and exponential growth.

The central concept of the visual identity is ‘exponential architecture’. To realise it, we prioritised a results-oriented approach rather than purely conceptual architecture. Our aim was to inspire confidence and attract entrepreneurs in the franchising market.

The colours were chosen to convey growth, while the brand symbol, inspired by the letter ‘o’, reinforces the idea of expansion and connection. The visual language incorporated the dynamism of a startup, combining modernity and boldness, as requested by the partners.

I developed practical and strategic graphic materials aimed at the franchise market. Vitor, one of the partners who already owns a clothing franchise, helped create personalised items such as T-shirts and caps, as well as other essential items to strengthen the brand’s presence.