The actual output.
Video, motion design, presentation design, copy, documentary. Twelve years across formats, industries, and four languages. Selected because they show the range.
B2B content, 2D animation, documentary, and film.
Script to final export. Twenty-five pieces selected from the last twelve years.
Product videos, case studies, ambassador series, brand partnerships, and LinkedIn social video. Role credits on each piece.
Original documentary series channel in development. By Design investigates the gap between how humans learn and how education is actually designed — tracing the history across systems, borders, and crises. Lost in Translation explores what gets lost when language, culture, and communication cross borders. Two seasons in development, full series bibles written for both.
acta-project.com · Series bibles available upon request.
Selected credits from a 12-year archive spanning Brazil, Argentina, and Europe.
Presentations, brand identities, and visual systems built to last.
For leadership, internal communications, RFPs, white papers, and company-wide alignment.
Due to confidentiality, selected internal workshops and self-initiated projects are shown as representative samples.
End-to-end brand identities including authored brand books used across digital, social, and internal communications.
Brand identity, visual system, brand book, and ongoing social application for a Brazilian e-commerce brand born in Pernambuco.
Full brand book available upon request (proprietary content).
Full brand identity, visual system, packaging design across two product lines, custom illustrated icons, pattern design, and brand book for a Brazilian artisanal home fragrance brand.
Full brand book available upon request (proprietary content).
Full brand identity, visual system, and Instagram carousel design for a social support network for women from the periphery of Recife. Concept, design, and copy, end to end.
Pro bono project. Full brand book available upon request.
The Visse product line, taken end to end — 3D modeling, print prototyping, hand-finishing, product photography, packaging, and hang tags. Impresso em 3D, colorido, feito à mão.
Decorative word pieces — Frevo, Arretado, Recife, Oxente — modeled from the brand's own lettering, 3D-printed, and hand-finished. Iterated through physical print prototypes before production, then photographed in the places the words come from.
Eight illustrated posters celebrating Pernambuco identity — frevo, maracatu, forró, the shark, the sertão. Concept, copy, and art direction in the brand's voice: regional without the clichés.
Social, editorial, and video formats. Ideas to messages that land.
Brand Launch Post — Laços de Cetim
Concept and copywriting for the pinned brand launch post of a social support network for women from the periphery of Recife. Copy written in Portuguese, aligned with the brand's tone of dignity, community, and urgency.
❤️ Conheça o Laços de Cetim, uma rede de apoio integral para mulheres da periferia do Recife. Unimos tecnologia de ponta, atendimento jurídico e psicológico gratuito, formação profissional e algo inédito no Brasil: um grupo de homens 60+ comprometidos em apoiar e proteger mulheres vulneráveis. Porque dignidade não é privilégio, é direito de todas. 🌹 Deslize para conhecer nossas ações ›
History Series — Visse
Concept, copywriting, and design for Visse's ongoing brand-story series, "Fatos que constroem nossa história." Chapter one reclaimed Recife's complicated history with the shark. The latest chapter takes on the "Brazilian Venice" nickname — 50+ bridges, two rivers, one island, and a city that is nobody's copy.
Chamam Recife de "Veneza brasileira". Mas Recife não é cópia de ninguém. "Veneza brasileira" é pouco. Recife é ponte, rio, ilha e teimosia. Recife é Recife.
5 Cultural Missteps That Break Global Teams
Concept and copywriting for a thought-leadership carousel addressing cross-cultural communication failures in distributed teams, reframed as actionable leadership insights.
Have you ever left a meeting thinking everyone was on the same page, only to discover later they weren't? At Learnship, we understand how intercultural misunderstandings quietly undermine alignment, trust, and productivity. Here are 5 common but costly mistakes global teams make: ✅ "Yes" doesn't always mean agreement 💬 Silence can escalate tension ⏰ "On time" varies widely across cultures 🤐 Not everyone feels comfortable speaking up 🔍 Direct communication can feel confrontational
Why Language Training Pays Off (Literally)
Copywriting translating business impact data into clear, outcome-driven messaging linking language training to productivity, retention, and profitability.
1 in 5 work hours disappears into fixing miscommunication. Ana, from São Paulo, emailed Max in Munich. She wrote: "Quick question." Twelve replies later, they finally agreed on what to do. Multiply that across every project, every time zone, every team, and you see the hidden cost HR is left to manage: wasted energy, frayed patience, and employees who feel like they don't belong.
Four sites built from brand identity to live URL.
The AI wrote the code. I'm responsible for everything that made it worth coding.
Visse — Brand Site
End-to-end creative direction for a Brazilian 3D accessories brand born in Pernambuco. Brand concept, visual identity, site structure, and copywriting. Coded in HTML and CSS with AI assistance, live on WordPress and Hostinger.
Laços de Cetim — Brand Site
Brand identity and full site build for a social support network for women from the periphery of Recife. Visual concept, color system, copy, and structure. Creative decisions first, AI-assisted code execution, live via WordPress and Hostinger.
Acta — Series Channel Site
Brand identity and full site build for an original documentary series channel. Visual concept, channel brand, copy, and site structure built around two series in development: By Design and Lost in Translation. Creative decisions first, AI-assisted code execution, live via WordPress.
automation.rafaellaruiz.com
Three production automation systems I built: a job evaluator, a B2B content program at 5–7x benchmark, a video pipeline that runs itself. Architecture, tools, and what I'd do differently.
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