Three decades of brand history, rebuilt from a triangle.

Nine triangles, and the smallest part supporting the largest.

Viewed from the front, nine equilateral triangles make up the symbol. In three dimensions, the structure reveals a mathematical relationship where the smallest part supports the largest, creating a precise balance—an idea that says more about engineering than any adjective could.

When presented to the founders, the shape was described by one of them as “astonishing.” The word comes from the Latin *ex tonare*, to thunder, and reaches Portuguese as *atônito* (stunned): one who is struck by thunder. It doesn't describe the piece; it describes what happens to those who see it.

An entire grammar emerged from the symbol.

Inspired by the Vitruvian concept of architecture and the triangle—the most rigid and stable geometric shape—the new brand incorporates isometric grids and establishes guidelines for functional, systemic, and iconic communication.

The products were restructured into a monolithic architecture, incorporating the master brand into their own names. Inspired by Escher, Mano Pimentel from Estúdio Pimp developed a three-dimensional alphabet. A collaboration with John from Firmorama resulted in an algorithm to generate artwork for new brands and products, as well as a package of visual assets.

An identity you can also hear.

The sonic identity was created by Maestro Billy, combining artificial intelligence and binaural audio. Each product received 3D animated vignettes and exclusive sonic branding, with the signature extending to hold music and audiovisual content tracks—consistency across touchpoints that almost no one designs for.

The system that makes 400 assets a month possible.

A design system was developed in Figma using the Atomic Design method, becoming the central tool for the communications and marketing teams. It supports the production of approximately 400 assets per month—including posts, ads, articles, internal communications, e-books, videos, and podcasts—ensuring visual consistency and operational efficiency.

The new website was built with Next.js, using a custom design system in Figma and reusable components. The internal team also produced the product guide: feature battlecards, copywriting benchmarks, and a guide to market-perceived attributes.

A new brand without an operation to support it is just a pretty presentation. The system is what makes a rebranding survive past the second month.