My role
I was the creative director, art director and designer responsible for Rewind's visual identity and brand’s overall expression. I also directed motion designers in the craft of animations.

Project information
Rewind is a platform that democratize access to high level filmmaking knowledge, opening the gates of the commercial film industry to a wider community of creators. The platform was designed as a learning hub where aspiring filmmakers could study directly with some of the most respected names in cinematography, direction, art direction, VFX and production. 

The logo distilled the core idea of the brand. Rewind represents a return to the beginning, a shift in perspective that unlocks new meaning. The symbol moves in both directions, almost like an escalator in motion, suggesting that growth often starts with revisiting what we already know. It is bold and dynamic, setting the tone for a brand that lives between experimentation and mastery.

The visual identity balanced premium and contemporary qualities. Bold typography, full bleed imagery and high contrast color palettes created a cinematic tone that felt editorial and elevated. The orange accent color added energy and immediacy, giving it an active and expressive feeling. Across mobile and desktop, the system relied on strong visual hierarchy and motion to bring a sense of rhythm, echoing the language of film editing and production workflows.

Rewind originally launched as an on demand class platform, but as the project evolved it took on a new form. It transitioned into a format similar to a TED Talk series, inviting key voices from the audiovisual world to share knowledge, unpack creative processes and exchange perspectives. This shift turned the brand into a live space for dialogue and inspiration, staying true to its mission while expanding its reach.

The result is a visual world that supports learning, encourages exploration and holds a clear point of view about creativity. Rewind positions itself as a place where the next generation of filmmakers can sharpen their craft and connect with the thinkers who shape the industry.

Credits
Creative, Art Direction and Design: Felipe Guimarães
Motion Design: Victor Araújo

Year
2021