lucia
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menezes
farias
lucia
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menezes
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PORTFOLIO
Experience
07/2010 - PRESENT
SELF-EMPLOYED
Running my own design, art direction and communication studio, I have served clients across many fields (publishers, associations and institutes in culture, art, education and industry), developing graphic design and layout for special projects: magazines, reports, e-books, presentations, ads, newspapers, videos, websites, brochures, postcards, maps, catalogues, invitations and many other print and digital materials.
CENTRO DE INFORMAÇÕES SOBRE SAÚDE E ÁLCOOL (CISA) [HEALTH AND ALCOHOL INFORMATION CENTER] / 2020 - 2022
New graphic design and layout for the reports 'Alcohol and the Health of Brazilians — Overview' (2020 and 2021) and the 2022 guide. Highly complex editorial design, with epidemiological data, tables and statistical graphs for public health and the scientific community. Illustrations by Bruno Algarve.
DITA BOOKS / 2019 - 2023
Layout of every Dita Livros title, adapting the book design originally created by the Foresti Design studio:
Mama: um relato de maternidade homoafetiva [Mama: an account of same-sex motherhood] (Marcela Tiboni). Vem Cá: vamos conversar sobre a saúde sexual de lésbicas e bissexuais [Come Here: let's talk about lesbian and bisexual sexual health] (Larissa Darc). Transresistência: pessoas trans no mercado de trabalho [Trans-resistance: trans people in the job market] (Cae Vasconcelos). Desmama: memórias de uma mãe com outra mãe [Weaning: memories of a mother with another mother] (Marcela Tiboni). Madrasta e a Mãe!: reflexões sobre uma maternidade marginal [Stepmother and Mother!: reflections on a marginal motherhood] (Letícia Tomazella). Violência Doméstica: histórias de opressão às mulheres [Domestic Violence: stories of women's oppression] (Bianca Alves).
2019 - PRESENT
SANTA CRUZ COLLEGE
Designer
I helped set up the school's communication unit, coordinating initiatives across the institution, educators, students and families. I led the redesign of the institutional website (2020), health and safety communication during the pandemic, and a brand architecture study (2022) covering the parent brand, courses and social projects.
I lay out the annual institutional publication, which I turned from a bureaucratic set of regulations into a magazine-style editorial piece, praised internally for its quality. I lead the enrollment campaign, working with IT and the General Office. I developed the EJA (Youth and Adult Education) campaign and the EJA Cookbook, with a photo exhibition portraying, in black and white, older, Black and vulnerable students — a counterpoint to the childlike image usually associated with the school. I created the identity for Santa Convida, a podcast dedicated to the Santa Plural Anti-Racist Education Program, and a simplified guide to the criteria for race-based scholarships. I also led the visual campaign for the Congregation's 80th anniversary.
I lead the visual communication for the Festa Junina (June Festival, ~15,000 visitors/day), which raises funds for Jaguaré Caminhos, Cursos Noturnos, Meninas em Campo and Projeto Ipê, including its online adaptation in 2020. I also developed the identity for the school's Family Gathering.
I lead the initial phase of the campus wayfinding project, with qualitative research (36 interviews). I coordinated architecture, construction, IT, security and the SAN in designing a standardized piece of furniture for donation drives at the entrances. Day to day, I design invitations, presentations, brochures, posters and other materials for the school community. My performance reviews recognize my strategic design vision, technical versatility and focus on sustainability.
GRUPO DE INSTITUTOS, FUNDAÇÕES E EMPRESAS (GIFE) [GROUP OF INSTITUTES, FOUNDATIONS AND COMPANIES] / 2019 - 2025
Institutional presentations, annual activity report and a 9-edition collection of print and digital booklets — What private social investment can do for: sustainable cities, racial equity, climate change, water, public management, migration and refugees, public safety and criminal justice, democracy, science and information. Graphic design and layout of the booklet ISP para e com as Juventudes [Private Social Investment for and with Young People], an accessible interactive PDF, and prepress for offset printing.
AGENDA PÚBLICA / Vale / ODSlabs / 2018 - 2019
Technical reports and territorial assessments on governance, the SDGs and the impact of mining in Canaã dos Carajás (PA), Alto Horizonte (GO) and municipalities in the Amazon. Complex information design, indicator systematization, concept maps and infographics, aligning SDG targets with municipal public policy.
TOMARA! EDUCAÇÃO E CULTURA / 2016 - 2020
Presentations on education (Instituto Unibanco) and food security (Cargill); visual identity for Conexões Culturais. In 2020, full graphic design and layout (219 pages) of the report Modos mais compartilhados de fazer curadoria [More shared ways of curating], a study for the Museu Paulista of the University of São Paulo (Museu do Ipiranga), via FUSP, sponsored by Fundação Banco do Brasil, as part of the museum's renewal. The study mapped 52 national and international initiatives, examined 12 in depth and surveyed the museum's staff (57 responses), proposing a spectrum of institutional openness and practical recommendations for shared curation.
VICENTE GARCIA RUIZ / 2015
Design and layout of the author's book De alma aberta: crônicas libertárias sobre a vida e o chão de fábrica [With an Open Soul: libertarian chronicles on life and the factory floor].
ALANA INSTITUTE / 2014 - 2019
Film discussion guides for the Videocamp platform and other projects.
ASSOCIAÇÃO BRASILEIRA DE ARTE CONTEMPORÂNEA (ABACT) [Brazilian Association of Contemporary Art] / 2012 - 2019
Reports and presentations on the contemporary art sector in Brazil, maps for Art Immersion Trip and Art Weekend, and ads and postcards promoting the galleries at international art fairs.
EDITORA ABRIL [Publishing House] / 2010 - 2018
editions of Loveteen and the Especial Cães e Gatos [Dogs and Cats Special] for Superinteressante magazine. Bravo Bossa Nova special. 4 issues of Casa Imóveis (regional editions of Casa.com). 3 special book editions for Boa Forma: skin, workouts and diet. Especial Games for Recreio. Especial Diabetes for Saúde. Illustrated book Aventuras na História. 3 specials issues for Abril Coleções. 4 issues of Nova (Cosmopolitan) as guest art director. 2 issues of Nova Escola magazine as guest art editor. 5 issues of Cláudia Filhos. Interview book Papo reto (128 pages, Claudia de Castro Lima) for VIP magazine. Street style book – Moda em movimento [Fashion in motion] (200 pages; graphic design, layout and photo editing of work by photographer Leo Faria; text by Vivian Whiteman; editorial direction by Susana Barbosa) for Elle magazine.
10/2008 - 06/2010
CARLO GIOVANI STUDIO
Designer and art editor
A studio specializing in dimensional illustration and stop motion — with paper, wood and other materials — for advertising and editorial projects. I worked as art editor, managing the team and handling contact with clients and suppliers.
GLOBO / GLOBO CONDÉ NAST / 2010 - 2015
MC2 and Fashion Shows specials for Marie Claire. Vogue Minas and Passarelas specials. Criativa magazine. Projects for Leader and Gafisa in the publisher's custom-magazine unit. Galileu — online World War II game.
04/2003 - 12/2007
ELLE MAGAZINE
Designer and art editor
Hired as staff at Elle Brasil after the trainee year. 57 issues preinted, 9 São Paulo Fashion Week coverages and participation in the redesign of the magazine. Specialized in interiors and lifestyle and, in my final year, in fashion: story concepts, art direction, set production and backstage photography. A fashion story from issue 227 (April 2007) was highlighted at the 33rd Prêmio Abril de Jornalismo (Abril Journalism Award).
OTHER CUSTOMERS
Brazilian Cinema, Bólide, Marco Boni, Sommebiz, Companhia Siderúrgica Nacional (CSN), Meninas em Campo and Kritiquê Podcast
02/2002 - 03/2003
Editora Abril [Publishing House]
Designer
Curso Abril 2002, followed by the first class of Abril editorial trainees, integrated with trainees from management, finance, marketing and logistics. Quarterly rotation through the newsrooms of Elle, Veja, Recreio and Casa Cláudia, with a week of formal training between each placement (196 hours of courses, lectures and seminars), which gave me a strategic business view beyond the editorial one. Final project: Em Ação [In Action], a comic book that recreates Abril's first publication (Donald Duck, 1950) to tell the story of the program.
training
academic
Undergraduate degree
INDUSTRIAL DESIGN (VISUAL COMMUNICATION)
UFSM - SANTA MARIA, RS - 3,860 hours - 03/1998 to 04/2002
I served as a teaching assistant for 4 semesters during the program, in History of Art and Technology and in Photography.
FINAL MONOGRAPH
Fotografia Experimental: Distorção da Imagem Explorando Fontes Artificiais de Luz [Experimental Photography: Image Distortion Using Artificial Light Sources], April 2002; final project (BA in Industrial Design/Visual Communication), Universidade Federal de Santa Maria; advisor: Paulo Eugenio Kuhlmann; examining committee: Nara Cristina Santos and Luiz Antônio Santos.
WORKSHOP INSTRUCTOR A Revista e seu Design [The Magazine and Its Design], 9 hours, July 2004 – 14th N Design, Santa Maria, RS
TEACHING ASSISTANT in the course Edição de Imagem em Revista [Magazine Image Editing], September to December 2004 – ECA/USP
THESIS EXAMINER for the final project Codex Expresso, by student Gustavo Foggetti Nieri, BA in Graphic Design, Istituto Europeo di Design – São Paulo, December 2021
Postgraduate degree
STRATEGIC DESIGN AND INNOVATION
IED - São Paulo, SP - 400 hours - 03/2025 to 06/2026
FINAL PROJECT
A study on government schools: strategic paths and future horizons for EMASP .Authors: Gabriel Holmes, Gabriela Balberde, Lucia Farias, Maira Nisi, Vitor Fazio
Advisors: Claudio Roberto Boni and Márcio Fábio Oliveira Leite
International Module IED Barcelona, 30 hours, September 2026
Classes and site visits in Strategic Design, Social Innovation, Sustainability, Technology, Business Design, Creativity and Leadership. Visits: NTT Data, Impact Hub Barcelona, Akasha Hub, Nacar Design, Noumena, Fundació Joan Miró, Disseny Hub Barcelona, MATERFAD, Barcelona Activa and Tech Barcelona (Pier01).
complementary training
Screenwriting Course, 15 hours, April 2004 - Editora Abril, São Paulo, SP
Training sessions with journalist Rosângela Petta
Super 8 Workshop, 20 hours, March 2005 - CineSesc, São Paulo, SP
History, filming and editing techniques, culminating in the production of a short film
Wearable Interfaces Course, 30 hours, July 2010 - Sesc Pompeia, São Paulo, SP
Techniques for embedding electronic components into fabrics and clothing
HackLab, August to October 2010 - Sesc Pompeia, São Paulo, SP
Arduino microcontroller assembly and programming
Design Thinking Workshop (Stanford methodology), 16 hours, August 2012 - d-USP Leste / EACH-USP, São Paulo, SP
The d-USPLeste (Design, Innovation and Creativity Laboratory, EACH) held its 2nd Workshop, an introductory course on Design Thinking — a human-centered approach to creative problem-solving through technology and innovation — in collaboration with Dr. Tania Christopoulos, Pedro Henrique Junqueira Martins, Maria Luisa Trindade Bestetti, and Lilian Muradi
HTML 5.0 and CSS 3.0 Course, 20 hours, 2015 - SENAC Scipião, São Paulo, SP
Histories of Sexuality, 14 hours, September 2016 - MASP, São Paulo, SP
The Big Hackathon UN at CPBR10, 60 hours, February 2017 - Anhembi, São Paulo, SP
I conceived, led, and presented the project, a consumer app that assesses the recyclability of packaging, maps reverse logistics, and gathers user reviews, addressing SDGs 12, 13, 14, and 17. The project was selected among the top 20 for final presentation on solving problems related to the UN's 2030 goals
Advocacy HUB Course, 35 hours, September 2017 - Ação Educativa, São Paulo, SP
ePub3 Production and Accessibility Course, 9 hours, June 2018 - Alana Institute, São Paulo, SP
Word and InDesign production workflow, export; web and digital book accessibility rules; ePub3 adjustments in Sigil. Taught by Fernando Tavares (Booknando)
Process Design Course, 6 hours, January 2021 - EDUXE, online
languages
Skills
MY SOFTWARE PROFICIENCY
InDesign
95%
Photoshop
90%
Illustrator
90%
Premiere
60%
Microsoft Office
85%
HTML & CSS
60%