I’m Ricardo Freitas, creative director and designer.
Based in Lisbon, I design visual identities, print materials and websites that express what a brand does.
Who I am
I’ve worked in design for more than 20 years and collaborated with clients in several countries. My work spans creative direction, visual identity, editorial design and the web.
I like seeing an idea through to the point where someone uses it: a proposal in a meeting, a menu at the table or a website a customer is browsing for information.
How I think about design
Start with the message
Before I design anything, I want to know what the reader needs to understand and what they should find first.
Set rules that help people decide
A good rule for layout or hierarchy helps the team make decisions about the next pieces they create.
Give each choice a reason
A visual choice should say something about the brand, from the stock of a business card to the pacing of a web page.
How I work
I work in stages so we know what we’ve agreed and what still needs refining.
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Context reading
I review what exists, what has changed in the business and where the communication is falling short.
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Clarification
Together we define what the brand needs to say and agree on the priorities for the project.
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Structure and system
I turn the direction into the agreed pieces and set rules that can be applied to other formats.
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Refinement
I test the decisions against the work and refine legibility, hierarchy or application details.
Who I work best with
Who I work with
- Brands preparing to launch an offer or reposition.
- Businesses that have grown and need to update their identity or materials.
- Founders deciding how to present the brand across channels.
- Teams that need a shared reference for the people they work with.
What makes a project work well
- Start with a specific goal for the project.
- Share existing materials and examples of what is falling short.
- Make room to discuss the reasons behind design decisions.
- Think about who will use the identity after handover.
Wondering if I can help?
Tell me what’s changing in your brand and where you need a hand.