Chilli Pepper Single Hotel

Creative Direction & Visual Design for Chilli Pepper Single Hotel (2014–2018)

Between 2014 and 2018, I worked as the lead designer for Chilli Pepper Single Hotel, the largest men-only gay hotel in Latin America, located in São Paulo, Brazil. This long-term collaboration allowed me to develop a cohesive visual identity system that extended across both physical and digital platforms, shaping how the brand communicated within the LGBTQ+ hospitality and lifestyle space.

Chilli Pepper Single Hotel positioned itself as more than a place to stay — it was a social and cultural environment deeply connected to nightlife, events, and contemporary urban culture. My role was to translate this identity into a consistent and recognizable visual language, balancing sophistication with bold and expressive elements.

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I was responsible for creating and maintaining all visual materials, including printed communication such as posters, flyers, and internal signage, as well as digital assets for social media, online campaigns, and website visuals. Each output needed to align with a unified design system while adapting to different contexts and audiences.

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A central part of the project involved developing visual identities for events hosted by the hotel. These events played a key role in the brand’s positioning, requiring distinct yet cohesive design approaches. Drawing inspiration from electronic music culture, nightlife aesthetics, and contemporary graphic design, I explored compositions that combined strong typography, contrast, and structured layouts to create visually engaging experiences.

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In addition to event-related work, I contributed to advertising campaigns and promotional strategies, helping to reinforce the hotel’s presence as a leading destination within its niche. The objective was not only to attract attention but to build a lasting and consistent brand perception across all touchpoints.

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The digital dimension of the project was equally important. As the brand’s online presence expanded, I ensured that the visual identity translated effectively across digital platforms, maintaining consistency between physical and digital experiences. This integration helped create a seamless and immersive brand environment.

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Working on this project over several years provided a deeper understanding of long-term brand development. It allowed for continuous refinement of visual elements, adapting to evolving trends while preserving a clear and recognizable identity.

This work reflects my approach to design as a strategic and narrative-driven process, where visual decisions contribute to how a brand is experienced and remembered. It remains a key project in my portfolio, demonstrating the ability to build and sustain a strong visual identity across multiple formats within a dynamic and culturally driven context.

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