About
Felipe is a Brazilian designer and creative director based in New York. With over 15…
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Felipe Rocha reposted thisFelipe Rocha reposted thisWe built a hypothetical brand YOYOYO with Google DeepMind's Nano Banana Pro. The challenge was simple but ambitious: use the Nano Banana Pro models to build a new brand and fully realized 3D product from scratch. The result: a product that elevates play into a modern design experience. A toy, yes. But also a demonstration that craft and scale can coexist in collaboration with the people who make it possible. Get a look into our process here: https://www.yoyoyo.ai/
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Felipe Rocha shared thisThanks for having me ❤️Felipe Rocha shared thisEsta semana, coincidiendo con las jornadas del jurado de los Premios ADGLaus 2026, celebramos una nueva sesión del #ADGJuryTalk, donde contamos con la presencia de Felipe Rocha (PORTO ROCHA) y Astrid S., compartiendo su experiencia profesional y los proyectos en los que han trabajado. ¡Muchas gracias a todos y todas por asistir! 💖 #Branding #ComunicaciónVisual #DiseñoGráfico
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Felipe Rocha shared thisWhen we worked on the MASP rebrand last year, one of the key asks was to create a tagline that could capture what makes the museum unique. The solution: “A gente se encontra no MASP”. It speaks to MASP as a meeting point. A place where people come together. A place where each person can encounter art on their own terms. And a place where you can discover yourself. MASP has always been more than a museum. It’s where all kinds of gatherings happen, from yoga classes to the biggest LGBTQ+ parade in the world, to political protests, to simply spending time under the “vão”. This multiplicity of perspectives also shapes the museum itself. The different histories, voices, and experiences that appear in the collection in constant juxtaposition. In many ways, “a gente brasileira” se encontra lá. It’s a line that only really works in Portuguese. I tried to translate it many times, but the nuance never feels the same. The softness of “a gente”, the collective but informal “we”, carries something that’s hard to reproduce in English. Portuguese can be so beautiful sometimes. Now, one year after the launch, I love seeing the tagline in MASP’s latest campaign. It makes me remember going there as a teenager, coming from São Mateus, in the far east side of São Paulo. Taking two buses and the subway just to spend time at the museum. MASP felt like a place where I belonged. And it still does. Big thanks to the PORTO ROCHA team, Rony Rodrigues, Priscila Asche, Paulo Vicelli, and everyone at Museu de Arte de São Paulo Assis Chateaubriand - MASP involved in bringing this vision to life.
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Felipe Rocha shared thisLondon calling!Felipe Rocha shared thisSo excited to share that we're looking for talented individuals in Project Management, Strategy, PR and New Business to join our growing London team at PORTO ROCHA. See all roles and how to apply on our website 💌
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Felipe Rocha reposted thisFelipe Rocha reposted thisWe’re looking for a Senior Interactive Designer to join our team at PORTO ROCHA. NY-LDN preferred, but you can apply from anywhere. Ideal candidates possess a deep understanding of user experience and user interface design, demonstrate strong attention to detail, are good with people and can communicate ideas strategically and systematically. Ideally with prior experience in branding. Apply via link in bellow 🔗 https://lnkd.in/eKvEdXZQ
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Felipe Rocha reposted thisFelipe Rocha reposted thisSince our brand evolution work with Robinhood went live in late 2024, the finance pioneer has continued its ascent: launching new products, expanding into international markets, and surging over 575% in stock performance. We’re proud to share our latest collaboration, Robinhood Market, a new brand merch platform that completely reframes the strategic intent of merch from promotional afterthought into an integrated storytelling channel that supports larger product launches and marketing moments. As a comprehensive exercise in brand building, we worked on every aspect of bringing the merch to life in strategy (in partnership with Office of Applied Strategy), merchandising, sourcing, design, website, and e-comm assets. View our case study here: https://lnkd.in/dyz5-3Md
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Felipe Rocha reposted thisFelipe Rocha reposted thisCheckpoint 1: The moment to bring ideas and let them grow. This week, students from the University of Lincoln, UK, visited us at PORTO ROCHA. I prepared a talk about some of our projects and the behind-the-scenes process of how the work actually happens. While I couldn’t help noticing that a couple of students were asleep (I don't blame them, was early morning), the rest seemed genuinely engaged when I showed a video from a few years ago. I think the reason is simple: what’s most interesting is seeing the starting ideas behind the projects and how they gradually developed into the work that eventually appears on the website. Of course, I made sure to clarify that this represents maybe 10% of the process. The other 90% is less exciting and probably not video-worthy, but it’s just as important, if not more.
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Felipe Rocha shared thisOne of my favorite days of the year at PORTO ROCHA. Today Leo Porto and I announced well-deserved promotions following our end-of-year reviews: Nathan Fyock is now Design Director. Nathan defines what it means to be a team player. He leads with care, with a sharp eye for the details, clear on the bigger picture, and exceptional when it’s time to present. Garrett Herzik steps into the role of Associate Strategy Director, helping grow our strategy team alongside Natalee Ranii-Dropcho. His ambition to take on complex, large-scale brand transformation challenges is inspiring to witness. Elisa Bortolini is now Associate Account Director. Five years in, she’s a steady force at the heart of the studio, having managed more projects than anyone here. If you have a process question, Elisa has the answer. Natalie Kilic also steps into the role of Associate Account Director. She joined us not long ago but quickly showed an incredible level of leadership, managing complex clients with a rare mix of precision and adaptability. David Fiz is now Associate Interactive Design Director. His eye for design is next level. Part of our London team, he continues to impress us with his sharpness, his talent, and his authority on what’s cool right now. Annie Carmichael is now stepping into a producer role. If you’ve been to a PORTO ROCHA party, you know Annie runs it like no other. We trust her deeply with the New York studio and now with client productions too. Pedro Veneziano is one of our first collaborators ever, when PORTO ROCHA was just Leo and I. We’ve kept building together ever since, and now we’ve officially welcomed him as our first 3D Design Director. His work is consistently next-level, and he brings impeccable craft to everything he touches. And just as important, our recent hires: Nick Drain, one of our most trusted collaborators and now our first full-time copywriter. Larissa Jennings, Associate designer and the coolest girl from Rio. Alessandro De Vecchi and Mònica Losada, two incredible senior designers. Josh Krauth-Harding, a brilliant motion designer and Porto Rocha through and through. He left to explore and came back as a senior (it happens to the best of us). Last but not least, Janneke Geerts, our Business Director, who joined recently but already operates with such excellence it feels like she’s always been here. And of course, none of this happens without our leadership team. Luciana Thiesen, Marcos Rodrigues, Natalee Ranii-Dropcho, Gabriela Carnabuci and Joseph Lebus continue to guide the studio with generosity and vision. Growth looks good on us.
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Felipe Rocha reposted thisFelipe Rocha reposted thisKicking off the year by opening our doors in London. Ready for this next chapter of PORTO ROCHA with renewed energy and our incredible team.
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Felipe Rocha liked thisFelipe Rocha liked thisSome last-minute schedule shifts opened up my May and June, I'm available now! Feel free to reach out: bonjour@ameliehaeck.com 💌 — Credits: Mandopop cover for Apple Music, Design by Porto Rocha Training modules for Canada Goose, Design by Public Office Duceppe, Design by 288 Digs, Illustration by Saint-Urbain More project here : ameliehaeck.com
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Felipe Rocha reacted on thisFelipe Rocha reacted on this🏆🌟 Excited to share that with 6 awards, SMLXL leads New York’s Type Directors Club TDC72 competition. Established in 1953, the awards are one of the longest running, most prestigious design competitions in the world. A big thank you to our team, clients, and partners in crime 🩷 Spatial Festival for MONOM 🏆 Print or Digital - Brand Identity System 🏆 Digital / Technology - Social Media 🏆 Motion - Animated Posters In collaboration with Mallandrich X-Cut X-Save for Hyundai Card 🏆 Other In collaboration with 현대카드·현대커머셜(HyundaiCard·HyundaiCommercial) Udra Identity for Udra Studio 🏆 Print or Digital - Brand Identity System In collaboration with Tiago Campeã Orika 🏆 Print - Packaging Design In collaboration with Principi
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Felipe Rocha reacted on thisFelipe Rocha reacted on thisI’m becoming CPO at Nubank. Everyone has a bank. Almost no one loves theirs. We’re going to change that.
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Felipe Rocha reacted on thisFelipe Rocha reacted on this15 studios creatives are excited about right now (beyond the obvious) 👀 Every year, Creative Boom's State of Creativity survey asks thousands of working creatives about the studios and practices that inspire them most. With more than 1,000 responses, we thought we'd share the names that are resonating most with the community right now. What follows is not a list of Creative Boom's personal favourites: we want to be clear about that. These are simply the studios that have come up again and again, unprompted, when respondents were asked which creative practices they most admire. It's worth noting that the perennial heavyweights received nominations too: Pentagram, Wolff Olins, Landor and Moving Brands all featured. But the 15 names you'll find below are ones that don't always generate quite so many column inches—hence we thought it was high time to right the balance. Read the full list: https://lnkd.in/eydjDnyX CC OK-RM, Zak Group, PORTO ROCHA, Heystudio, Accept & Proceed, Commission Studio, STUDIO DUMBAR/DEPT®, Manual, Base Design, Regular Practice, Barkas, Bedow and more... #designstudio #creativestudio #creativeindustries #graphicdesigning #advertising #creativecommunity #creativeinspiration #creativeboom
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Felipe Rocha reacted on thisFelipe Rocha reacted on thisFelt inspired by yoyoyo.ai recently. Decided to put my (other) side-project on glauber.org with a few AI-generated mockups, just for fun. 100% Nano Banana outputs with some post-production tweaks. It’s very impressive what you can achieve with AI tools these days. More images here https://lnkd.in/g9XtmPnV
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Felipe Rocha liked thisFelipe Rocha liked thisStepping into a new chapter as Senior Director, Global Creative at the LEGO Group. Lucky to do it alongside some of the best and brightest in the industry. Will use new powers for good.
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Felipe Rocha liked thisFelipe Rocha liked thisIntroducing the Museum of the Human Web, online now and coming to San Francisco on May 8th. For over fifty years, from ARPANET to the eve of ChatGPT, the internet was built the old-fashioned way: by human beings working with nothing but other human beings' work to build on. No co-pilots. No synthetic minds. Just vision, stubbornness, and the trembling hand of a species figuring it out in real time. That era is ending now. Not because the web is dying, but because how we make things is fundamentally changing. Creation is becoming a collaboration with machines. Which makes the things in this collection, the artifacts, the documents, the failures, the breakthroughs, into something new: relics of the last time we did this alone. The Museum of the Human Web is a collection of objects from that era. Some you'll remember. Some you never knew existed. Proceeds from the artifact sweepstakes benefit the Computer History Museum and Internet Archive. In partnership with the Computer History Museum, the Internet Archive, and eBay. With curation by Marc Weber, Mark Graham, Dylan Abruscato, Willem Van Lancker, Robbie Ostrow, and others. Visit the museum: museum.parallel.ai
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Felipe Rocha liked thisFelipe Rocha liked this🚨 NEW WORK 🚨 Custom fonts for Amazônia. Link in the first comment Muito orgulhoso por ter criado a "Aberta", fonte de títulos personalizada pra marca Amazônia criada pela FutureBrand São Paulo em um projeto feito à mil mãos com muito cuidado e carinho. Aberta é uma fonte com um monte de caractéres alternativos pra trazer o aconchego dos traços irregulares, mas que a gente fez EXTRA BOLD pra manter a legibilidade mesmo em em composições super maximalistas. Deixo o case completo no primeiro comentário. Feliz demais em ver a Naipe Foundry participando em mais projetos grandes pelo Brasil e especialmente por essa baita oportunidade pra aproveitar minha coleção de letreiros vernaculares do Brasil, que cultivo há mais de dez anos, num projeto de verdade. Além da Aberta, também demos uma refinada tipográfica no brilhante logo principal feito pela Future e contribuimos com a fonte de texto, nossa amada Pacaembu, que licenciamos pro-bono <3 Key Visuals, ilustrações: Cristo, Winny Tapajós, Malu Menezes, Beatriz Belo, Rogerio Pedro, Norte Art Fotografia: Ori Júnior, Bob Menezes, Thiago Pelaes Audiovisual: Marahu Filmes Trilha original: Leo Chermont e Floresta Sonora Creative Direction: Alexandre Rizzuti, arnaldo a. bastos
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Felipe Rocha liked thisFelipe Rocha liked thisThe hype is happening! It's FIFA World Cup 2026 time — our biggest campaign once every four years for Coca-Cola x FWC 😱 it's well underway, and throughout you'll see our new Coca-Cola photography style ❤️ Wonder how we created such dazzling in camera light? Guy Aroch & Anna Palma. Five lights going off at once, as conjured up by those two incredible photographers—capturing a truly global campaign (talent, cities, spreadsheets — oh my). Thanks to our production best partner Birdhouse, our internal teams orchestrator Jessica boss Rapha cool head Khai to name a few, our design agency Golden (Matt for King), and WPP OpenX. Had a treat seeing these photos in stores even as far as New Zealand, the other day. Vamosssss!!!! FWC26
Experience
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Education
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Copenhagen Institute of Interaction Design
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Projects
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Unofficial Report
- Present
A team of young designers on a mission to capture the places, people and creativity of prominent events and festivals around the world. Through spontaneous process, dialogue and documentation, the aim is to deliver a live output, such as an exhibition, a catalogue, etc. that encapsulates the experience, generated purely from content collected within the chosen event.
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The Brand Identity
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Dovetail
Say goodbye to boring summaries—Dovetail's magic summaries just leveled up, turning recaps into instant action plans. We've unleashed six frameworks, with even more coming very, very soon! Calling all designers—apply the "usability test" framework and instantly get a clear breakdown of tasks with actionable next steps. And product people—use the "customer call" framework to unlock key insights and understand exactly what your users are saying. With multiple frameworks at your fingertips, magic summaries makes every interaction a springboard for action. #SpringLaunch2025
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New York Festivals
Can Misirlioglu, ECD, Design at CYLNDR Studios, takes a seat at Library180 to flip through vintage NYC restaurant ads and reflect on the power of simplicity, negative space, and ideas created in the moment. Watch the video for his take on confident advertising, hand-drawn typography, and why some ads didn’t need explaining to make you feel something. Check out the book: https://lnkd.in/eT2p5RkU
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AREA 17
For over a decade, we’ve helped shape the digital expression of Pentagram — the world’s most influential design collective. From unifying a portfolio shaped by 23 partners to building a robust CMS infrastructure, and now launching Archive—an AI-powered tool for exploring over 50 years of work. Explore how we’ve evolved Pentagram’s digital presence over the years to serve as a living, accessible resource for the creative community: https://lnkd.in/e67_egR3. Discover the Archive: https://lnkd.in/eXPSXTt9 and delve into Pentagram's new website: https://www.pentagram.com/ #Branddesign #DigitalExperience #DesignSystems #AI #Pentagram #AREA17
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Ishan Upadhyay
What does creative direction look like when you're not just building a brand, but building permission to speak? This video walks through the process of creating Adam & Hawwa. Animated characters helping Saudi men discuss wellness through metaphor instead of medical terminology. The challenge wasn't just design. It was cultural calibration, AI direction for emotional nuance, and understanding the fine line between breaking taboos and violating trust. foradam.health Omar Eljendy
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George Eid
To make one of the world’s most influential design archives searchable by meaning, not just metadata, you need more than AI. You need infrastructure. Since 2017, AREA 17 has helped Pentagram build that foundation on our open-source technology: Twill CMS, a bespoke DAM, and now an AI-powered archive that reveals decades of design through meaning, not taxonomy—using image recognition and natural language to surface creative connections across time. This isn’t just a redesign. It’s a scalable infrastructure that turns legacy into living intelligence. https://lnkd.in/gUj6hNhE #AI #DesignInfrastructure #CreativeTechnology #AIPowered
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Behaviorally
Many packaging redesigns underperform because too many critical design decisions are made too late. That is exactly the problem Studio B was built to solve. By combining human insight, generative design, and predictive AI, Studio B helps teams build stronger packaging from the start. Instead of waiting until concepts are finished to evaluate them, teams can shape better decisions earlier, with more confidence and less guesswork. If your team is looking to make smarter packaging decisions earlier in the process, let’s talk. #packaging #packagingdesign #marketresearch #consumerinsights
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Sabrina Meriem Iken
Studio Iken's Substack aims to delve deep into the stories behind an object, its maker and their creative process. In Part II of our Maker Series with Astrid Diehl, founder of Cada Estudio & Cada Objeto, we discover what it actually takes to build something meaningful — the patience, the stubbornness, and the hands involved. And her favorite places for inspiration in Mexico City. We discuss: → Why time is a form of care, not inefficiency → What most people misunderstand about Mexican design → How collaboration with artisans shapes work in ways drawings never could Find on Substack @studio.iken Link below & in comments👇 https://bit.ly/4swaWpP #Design #CadaEstudio #MexicoCity #Craft #Studioiken #Creativeprocess #InteriorDesign #DesignProcess
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Oussama ABA
Graphic designer Paula Scher, a partner at Pentagram, created the distinctive Windows logo used for Microsoft’s Windows 8 launch in 2012. Instead of the familiar multicolored flag, Scher reimagined the mark as a simple, single-color window drawn with strong perspective lines, making it look like an architectural window rather than a waving flag. The design reflected the system’s new tile-based interface and a shift toward a cleaner, modern visual language. By reducing the logo to bold geometry and flat color, Scher aligned the brand with modern design trends. Her approach emphasized clarity, flexibility and motion, helping Microsoft signal a reset. source: @logodecks #logo #windows #paulascher
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Branding in Asia
Branding and digital experience agency T8 Creations (Formerly AnalogFolk Asia) recently launched T8 Co-Create, an initiative designed to support and elevate in-house design teams through structured mentorship, external perspective, and embedded creative collaboration. To learn more, we spoke with Chris Ryan, Co-Founder and Managing Director at T8 Creations, and Harry Llufrio, Co-Founder and Executive Creative Director, about the thinking behind T8 Co-Create, insights from early pilot programs, and how they see the role of in-house creative teams evolving across the region.
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