ORELO
Creating is urgent. Living from it should, too
• Strategy | Branding | Art Direction | Product
Art, information, culture, great stories... all of this is part of our lives, our daily routines, for hours and hours. But the people behind all this work often don’t earn anything from it.
They’re journalists, illustrators, podcasters, storytellers, musicians... in short, Creators. All of them informing, moving, and influencing tens of millions of people in Brazil and across LatAm. But many of them had to rely on side jobs and other income sources just to get by.
Orelo set out to change that. It created a platform so these Creators could make a living from their work — directly supported by their audiences. An app where Creators and fans build communities together, and where exclusive content can be monetized.
To do that, we developed a positioning that speaks directly to content creators. Something that showed we understand the creative process — and the pain points that come with it.
Creating is urgent. Living from it should, too
That connection also had to come to life visually, with a visual identity that radiated creativity and brought content creators to the center of everything.
Creating is urgent. Living from it should, too
That connection also had to come to life visually, with a visual identity that radiated creativity and brought content creators to the center of everything.
The Brand: An Ecosystem of Creativity and Recognition
Orelo is a platform built around creativity and inspiration.
Through it, creators from all over Brazil share exclusive content with their base of fans and followers — and in return, they are rewarded for their work in a cycle that feeds itself.
At the heart of it, what connects creators and fans is a sense of community — something where everyone belongs.
No hierarchies. No beginning or end.
With that in mind, we created a symbol inspired by the Möbius strip — a space where inside and outside coexist, in a continuous path with no beginning, no end, no limits.
Touchpoints: Designing for Experience and Identity
Sempre foi muito claro que o elo entre a Orelo e o público geral (fãs, ouvintes, leitores, apoiadores) são os Creators. Então, foi definido que eles seriam o centro dos esforços de comunicação da marca.
Porém, estamos falando de alguns milhares de Creators. Cada um com sua temática, seu formato de mídia, suas contrapartidas e abordagens. Nosso esforço, foi então, no sentido de criar uma linha de comunicação que utilizasse uma seleção de assets (cores, stickers e padrões gráficos), ao mesmo tempo em que desse protagonismo para cada projeto retratado.
Creators at the Center: Giving the Spotlight to Who It Belongs
It was always clear that the link between Orelo and the general audience (fans, listeners, readers, supporters) is the Creators.
That’s why they were placed at the center of the brand’s communication efforts.
But we’re talking about thousands of creators — each with their own themes, media formats, offers, and approaches.
So our goal became creating a communication system using a curated set of assets (colors, stickers, graphic patterns),
while still giving each project the spotlight it deserves.
Results: Creative Work, Finally Rewarded
In less than a year since launching its new brand, Orelo attracted some of the top Brazilian creators to its platform.
Since then, millions of reais have been distributed across the ecosystem —
and most importantly, the brand has helped shift how information, creativity, and powerful storytelling are valued in the country.
