2025
AI & Computer Vision Startup
End-to-End Rebranding
A technical startup with a core on AI and computer vision needed a brand identity to match its enterprise ambitions. The work started with a full brand audit, competitive benchmark, and market analysis — research that grounded every visual decision. New positioning, values, tone of voice, and brand archetypes were defined before a single concept was drawn. The resulting identity — logo, guidelines, social media, pitch decks, and event presence — had a significant impact.
deepneuronic.com
2025
Sports & Entertainment Tech
Brand New Identity
A sports-tech startup needed a brand capable of holding two worlds together: the precision of AI and the raw, unpredictable energy of fan emotion. The challenge wasn't just visual — it was strategic.
Research into brand archetypes, market positioning, tone of voice, and creative direction shaped an identity designed to feel both alive and credible. The result spans logo, brand guidelines, photography direction, and application examples — a system built for a product that lives in stadiums, on screens, and in the moments that make sports worth watching.
fanofthematch.ai
2024
Renewable Energy & Clean Tech
Identity · Icons · Web
A renewable energy company needed a brand update that could carry the weight of a new strategic positioning — more modern, more innovative, and built to last. The process started with a SWOT analysis, competitive review, and benchmark before any visual decisions were made. The symbol was simplified for legibility at any scale, a new typeface aligned with the updated direction, and the colour palette was refined throughout. The scope extended beyond identity: a full icon and diagram system was designed for the website, photography direction was defined, and the brand guidelines covered digital, print, and event applications. The result was a brand that the client could maintain and grow independently.
smartenergylab.pt
2023/2024
Food Delivery & E-commerce
Figma · Design System · Dev Handoff
An online sushi ordering experience with a specific problem: food delivery checkouts were consistently failing mobile users. Competitor analysis, persona development from real orders and social media data, and customer journey mapping identified where and why. The solution was a responsive design with a persistent cart on desktop and an app-like checkout on mobile — deliberately avoiding a native app, which user research showed was seen as unnecessary friction. Designed end-to-end in Figma with a full design system, handed off to the development team, and iterated through usability testing. The launch set a new benchmark in its category.
justsushi.pt
2025
Procurement & Supply Chain
Positioning · Symbol · Tagline
A procurement and supply chain consultancy operating in a saturated market needed a brand that could cut through — not by being louder, but by being more precise. A competitive landscape analysis shaped a differentiating positioning, and new brand values and personality were defined to reflect the human side of a highly process-driven industry. The symbol — two arrows pointing toward each other — was designed to carry the full weight of the concept: the continuous flow of supply chains, the convergence of expertise, and the people behind every transaction. The tagline "Empowering Procurement" gave the brand a voice to match.
sourcify-solutions.com
celiacastelo@gmail.com
I'm a communication designer specialising in strategic branding. My work covers the full arc of a project: from brand audits, competitive research, and positioning through to visual identity, digital products, guidelines, and implementation. I work directly with clients and as a senior outsource partner for agencies across tech, energy, healthcare, and retail.
Alongside my freelance practice, I've spent years as a senior designer at a studio whose clients include some of the world's most recognisable technology brands — HP, HPE, DXC, Vodafone, and SAP, among others. Working across their corporate events and communication projects has given me an unusually close view of how major brands evolve, get applied under pressure, and maintain consistency at scale. I've become something of a brandkeeper for these companies, often more familiar with their brand guidelines than their own teams.
That same environment shaped my experience in supervising creative teams and managing annual communication accounts for major retail brands, including Oeiras Parque, Península, and Forum Barreiro. I've also led rebranding and communication strategy for national organisations such as Inatel, Termas Centro, and AHP.
The through-line across all of it is the same: research first, and a certain stubbornness about getting the details right.
Skills
Design & Creative
Adobe Illustrator · Photoshop · InDesign · Dreamweaver · Adobe XD · Figma · InVision
Web & Builders
WordPress · Squarespace · Wix Editor X · Cargo · Shopify · Big Cartel · HTML · CSS · PHP (basics)
AI Tools
Lovable · Cursor · Claude (Anthropic) · ChatGPT · Midjourney · Adobe Firefly · Framer AI
Research & Strategy
Brand Audits · Competitive Benchmarking · Persona Development · Customer Journey Mapping · SWOT Analysis · Design Thinking
Digital Marketing
Google Analytics · Google Tag Manager · SEO · Mailchimp · Zapier
Project & Collaboration
ClickUp · Notion · Miro · Airtable · Teams · Agile · Design Systems
Education
FBAUL — Master in New Media and Communication Design
ESTAL — Degree in Communication Design
Domestika — App Design · Design Systems with Figma · UX Design
Acumen — Systems Practice · Human-Centered Design · Business Model for Social Enterprise
Future Learn — Project Management · Agile & Design Thinking · Digital Marketing · Research Impact
Atlassian — Agile Development
Frederico Carvalho — Digital Marketing
Outsourcing Projects (2024 – 2025)
Strategic Brand Designer · Creative Director · Consultant
Senior outsource partner for agencies, leading strategic branding and identity projects end-to-end — from research and positioning through to visual identity, guidelines, and implementation. Client sessions were led independently, with full creative and strategic ownership of each project.
Deepneuronic — Full rebranding for an AI and computer vision startup. Brand audit, competitive benchmark, market analysis, brand archetypes, tone of voice, visual identity, and brand guidelines.
Smart Energy Lab — Rebranding and brand system update for a renewable energy company. SWOT analysis, new positioning, symbol redesign, typography, colour palette, icon and diagram system, photography direction, web, and brand guidelines.
Fan of the Match — Brand identity from scratch for a sports-tech startup. Research into brand archetypes, positioning, tone of voice, values, mission, and vision. Full brand guidelines with photography direction and application examples.
JustSushi (2021 – Present)
UX/UI Designer · Consultant · Project Manager
A nationwide sushi franchise needed a better online ordering experience, with a specific focus on mobile checkout. Competitor analysis, persona development from real orders and social media data, and customer journey mapping identified the key friction points. Designed a responsive experience with a persistent cart on desktop and an app-like checkout on mobile — deliberately avoiding a native app, which research showed was seen as unnecessary friction. Full design system built in Figma, with dev handoff, usability testing, and QA. The launch set a new benchmark in the food delivery category.
Delivery Express (2020 – Present)
Strategic & Brand Designer · UX/UI Designer · Consultant
New communication and brand strategy, brand guidelines, graphic materials, and website. Website visits grew more than 150% in six months.
Brandcom (Present)
Creative Supervisor · Senior Designer
Senior designer and creative supervisor at a studio specialising in corporate events and brand communication, with clients including Vodafone, HP, HPE, DXC, SAP, Cushman & Wakefield, IMCI Group, AHP, Grupo Electrolux, Unicef, and Ray Human Capital. Responsible for creative team management, strategic branding, and web design projects. Long-term exposure to the brand evolution of major technology companies across corporate events and communication campaigns.
Previous Experience (2011 – 2018)
New Global Pet (2016–2018) — Creative designer for Acana, Orijen, and Nature's Menu; brochures, exhibition stands, and retail materials.
Bloco 103 / Miguel Justino Art Advisor (2011–2016) — Creative designer for gallery exhibitions, catalogs, signage, advertising, and websites.
SDT Electronics (2011–2014) — Full rebranding: logo, brand guidelines, brand strategy, and website.