Case study · 2023–present
Jusfy — Brand & Growth
Joined Jusfy as a Designer in 2023, a legaltech platform with big growth ambitions and no consolidated brand yet. In two years, promoted twice. This is some of what we built together.
user base growth (13k to 50k+)
designers led
funding rounds supported (Pre-Series A and Series A)
Legal tech doesn't do humor. We changed that.
When I joined Jusfy, I designed a campaign inspired by a viral cat meme, happy happy happy. It became our best-performing creative for 6 consecutive months. That result proved something the whole team started to believe: emotion converts, even in serious categories.
We didn't stop there. The team had an idea built around height contrast as a visual and comedic device, and Rafael Candia, an influencer already partnered with Jusfy, was the perfect fit. Tall himself, he immediately thought of a shorter friend who could play off that dynamic. We brought in Rafael's usual videographer and from that spark built a full campaign: concept, creative strategy, visual assets, and brand signature. Launched in Q1, historically the slowest period of the year. It became the best acquisition campaign in company history up to that point.
clients acquired in a single campaign
the previous monthly acquisition record
best acquisition quarter in company history (Q1 2025)
A deck built to hold a room of investors.
Jusfy's second investment round needed a deck that could hold its own in a room full of investors. The copy came from leadership; my job was to turn that narrative into something visually compelling, credible, and unmistakably Jusfy. The concept was 100% mine. The deck was praised by one of the founding partners of Maya Capital, one of Brazil's leading venture funds. The company went on to raise a US$15M Series A in 2026, led by Quona Capital.
Ganhar tempo pra viver o que importa
Time back to live what matters.
Jusfy's first high-production brand campaign, created with an audiovisual production house, was built to show the company is more than legal software: its purpose is giving lawyers their time back. We leaned into World Cup season and told the story through a father and daughter. The hero film built the emotional layer, while four short product-focused cuts worked the deeper stages of the funnel. After proving humor converts, this time we bet on feeling. The campaign has already surpassed Metade da Metade as the best-performing in company history.
conversions, a new all-time campaign record
click-through rate vs Metade da Metade
site sessions
video retention on hero assets
✦ AI IN THE WORKFLOW
AI, with a human eye
We use AI to move faster. What makes the work good is still the human eye and the craft. It started with the tedious and the urgent: last minute presentations, two hundred standardized asset labels needed yesterday. Today it sits inside the team's design workflow, mostly on growth assets, where it gives us variations and format adaptations at a pace we could not hit by hand.
For work that is about speed, AI is a very good way in: it gets us to a first version quickly, so we react to something real instead of a blank page. For work that is about quality, the first move has to be human. The idea and the eye come first, and AI helps carry them out.
Growth assets and reels
Variations and format adaptations at volume, plus reels for social, produced fast and reviewed by hand before anything ships.
Motion for product presentations
Product presentations that move, built with AI assisted motion inside the same brand system.
Never trade quality for speed. What is at stake is the brand, and a brand is an easy thing to hurt.
✦ BRAND SYSTEM
A brand, written down
The Jusfy brandbook is the company's first consolidated brand documentation, and it goes well past logo and palette: purpose, mission and vision, an archetype pairing that defines how the brand should feel, and a communication strategy that ties tone and message to each stage of the funnel. The visual identity sits on top of that thinking, with rules written so anyone on the team can apply them without me in the room.
