Poliana Pionório
A brand of 'Human Sophistication' that balances 15 years of authority with the warmth of true mentorship.
Client
Poliana Pionório
YEAR
2025
THE CHALLENGE
Poliana Pionório is a powerhouse in business management with over 15 years of experience and a unique hands-on mentorship style. However, her visual identity didn't match the vibrancy of her work; it felt too serious, rigid, and distant. She faced a common paradox in the expert space: having immense authority but struggling to appear accessible to the early-stage female entrepreneurs she wanted to help. The challenge was to strip away the square corporate image and reveal the welcoming, transformative mentor underneath, without losing the credibility she had built over a decade.
THE STRATEGY
Our discovery phase identified a core concept: Human Sophistication. We needed a visual language that could hold two opposing ideas simultaneously, the Authority of a specialist and the Welcoming nature of a mentor. We utilized the metaphor of the Butterfly to represent the transformation she facilitates for her clients. The strategy focused on breaking the mold of traditional consulting by mixing a high-contrast serif typography for stature with a clean, modern sans-serif for clarity and humanity.
THE PROCESS
We started with a deep-dive briefing to map Poliana's archetypes, identifying "The Creator" and "The Sage" traits. Moving into design, we developed a custom symbol that integrates three meanings: an abstract butterfly, a subtle "PP" monogram, and a tree structure (growth/stability). For the color palette, we moved away from standard corporate blues to a sophisticated mix of Deep Blue, Moss Green, and warm Earth Tones (Terracotta and Sand), creating an aesthetic that feels grounded and organic, yet highly professional.
THE SOLUTION
We delivered a comprehensive brand system that is versatile enough for both digital courses and high-end corporate consulting. The new identity features a dynamic logo system, a proprietary pattern for brand recall, and a social media framework that organizes her content into a cadence of authority and approachability. The result is a brand that communicates "Success" not as a distant dream, but as a guided, achievable reality.
"I wanted to stop looking 'too serious' and show that I truly hold my clients' hands through their journey. This brand captures exactly that, it's strong and professional, but it finally feels like me."
Poliana Pionório, Business Mentor