Futuro SP

Visual System

Brand Identity

I developed the visual identity for Futuro SP, an artistic signature studio created to frame Leo’s work across carpets, pottery, and everyday objects. The project builds a visual system that reflects how these pieces sit between art and ordinary life, objects that exist within systems of consumption, yet carry a more personal and expressive layer.

My role was to design a flexible identity that could hold this tension. Futuro SP looks at how we project ideas of the future onto material things, often through superficial objects that promise comfort or meaning. The symbol, a star, becomes a simple marker of this projection, while the wider system embraces irregularity, handmade processes, and a sense of looseness. Imperfection is not corrected but amplified.

I constructed a visual language that mixes simplicity with disruption. Anti-design gestures, playful compositions, and fragments of nonsense graphics coexist with more direct elements, creating a system without rigid rules. I also designed a bespoke display serif typeface built from star shapes, referring to fabric and crochet textures while connecting back to the materiality of the work. The identity moves freely across outputs, from symbol and integrated graphics to a punk-inspired zine, allowing Leo’s artistic voice and references to merge into a single, open-ended universe.

2026 / DeMiranda®

Design: Lucas DeMiranda
Client: O Cara Dos Tapetes (Léo)

Translating an artistic practice rooted in materiality into a graphic system required constant balance. Leo’s work lives through texture, tactility, and imperfection, while the identity operates in a flat, digital space. The system embraces decoration as a foundation rather than something secondary, allowing ornament, irregularity, and excess to lead the composition and challenge more restrained, modernist approaches.

While the idea was to build a system without strict rules introduced its own tension. The identity needed to remain open, playful, and unpredictable while still being recognisable as a coherent whole. It was about defining just enough structure to guide the visuals, while leaving space for spontaneity, contradiction, and the kind of visual accidents that give the work its character.