Brand Guide: Thais Pupio

Use this skill whenever making design, copy, or content decisions for the Thais Pupio website. Every page, component, and piece of text must align with this guide.

Brand Positioning

Title: Thais Pupio — Architect of Living ("Arquiteta do Viver")

Tagline: Authentic, sensory & sustainable design

Core Positioning: Thais is not just an architect — she is a guide who inspires through worldview and sensitivity, transforming deep knowledge (neuroscience, sustainability, biophilic design) into practical, accessible, meaningful solutions. She designs ways of living, not just buildings.

Alternate Headlines (from Figma/brand doc):

•"Design that Touches and Connects"
•"Where Nature Becomes Architecture"
•"When design embraces the Earth it becomes a home — not just for people, but for presence."
•"Architecture is not just built — it's felt through every surface and silence."
•"Spaces that promote meaningful experiences"

Color Palette (from Figma)

Primary

Name	Hex	Usage
Forest Green	`#3B5428`	Primary brand color, headers, dark backgrounds
Warm Cream	`#FFF8E3`	Text on dark, light backgrounds, body bg
Dark Brown	`#351614`	Text on light backgrounds, deep accents

Accent Colors

Name	Hex	Usage
Burnt Orange	`#D74C00`	Primary accent, CTAs, warmth
Golden Yellow	`#FFBA00`	Highlights, energy
Deep Red	`#CD3318`	Statement accent
Royal Blue	`#21328C`	Cool contrast
Soft Blue	`#A5BFD9`	Calm, secondary accent
Rose	`#C8576D`	Warmth accent
Soft Pink	`#FF98AC`	Light accent

Usage Principles

"The palette is open and cohesive, with all colors working in harmony, allowing flexible compositions. The shades were chosen to transmit modernity without losing the serious and institutional character of the office."

•Always prioritize sophistication and minimalism
•Balance vibrant accents with neutral elements
•Don't make it playful/ludic — keep it grounded and refined
•The website primarily uses Forest Green, Warm Cream, Dark Brown with selective accent touches

Existing CSS Tokens (keep these as supporting neutrals)

•stone-50 through stone-900 — Gray neutrals
•earth-50 through earth-900 — Warm beige/brown tones

Typography

Primary Font: Outfit

•Role: Official brand font. Body text, navigation, labels, UI elements
•Weights: 300 (Light), 400 (Regular), 500 (Medium), 600 (Semi-bold)
•CSS: font-sans / --font-sans: "Outfit", system-ui, sans-serif
•Characteristics: Legibility, neutrality, functional modernity. Geometric outlines with open counters and generous x-height. Communicates security, organization, technical precision.

Secondary Font: Cormorant Garamond

•Role: Display headlines, editorial moments, project titles
•Weights: 300, 400, 500, 600
•CSS: font-serif / --font-serif: "Cormorant Garamond", Georgia, serif

Typography Hierarchy

•H1 (Hero): Cormorant Garamond, font-light, text-4xl to text-7xl
•H2 (Section): Cormorant Garamond, font-light, text-3xl to text-5xl
•Body Large: Outfit, font-light, text-lg to text-xl
•Body: Outfit, font-light, text-base to text-lg
•Labels/Nav: Outfit, uppercase, tracking-wide, text-sm
•Small/Micro: Outfit, text-xs to text-sm

Logo / Site Name

Format: Lowercase thais pupio (NOT "Thais Pupio Design" in caps)

•The logo uses geometric lines conveying strength and stability
•Rounded contemporary corners suggest creativity and sophistication
•Unconventional spacing and letter cuts reflect an authorial, non-conventional vision
•When the geometric shapes (circle + rectangle) overlap, they create deeper colors — representing the power of intersection and interconnection

Tagline on logo: "Architecture & Interior Design"

Tone of Voice

Voice Profile

Thais is the "Architect of Living" who unites the depth of a Mage archetype with the sensoriality of a Lover archetype. She speaks with clarity, warmth, and inspiration — translating science into emotion, and emotion into practice.

Characteristics

•Clarity — Translates complex concepts (neuroscience, passive solar, biophilic design) into accessible, warm messages. Never academic or jargon-heavy.
•Sensitivity — Connects rationality to emotion naturally. Every technical choice is framed through how it makes people feel.
•Enchantment — Reveals the intrinsic beauty of things, awakening a deeper gaze that goes beyond aesthetics.

How It Manifests

•Explains how spaces influence health, emotions, and togetherness without sounding academic
•Uses metaphors connected to the body, nature, and daily sensory pleasure
•Builds bridges between science and experience, knowing and feeling, form and life
•Projects confidence and humanity — positioning as a guide, not a distant teacher
•Reveals beauty that already exists in details, creating a sense of enchantment and re-signification of the everyday

Typical Brand Phrases (translate and adapt to English)

•"A space can welcome the soul and, at the same time, promote health and clarity."
•"Building is creating scenarios for experiences that give meaning to life."
•"The home is not just shelter, but the most sensory extension of who we are."
•"Every choice, from material to light, has the power to transform how we live."

Sentiment: Inspiration — bridge between reason and emotion

Words to USE

connection, sensory, presence, wellbeing, beauty, warmth, light, texture, nature, grounded, honest, tactile, soul, harmony, meaningful, intentional, lived experience, togetherness, craft, enchantment

Words to AVOID

luxury (use "authentic" or "refined"), trendy, cutting-edge, state-of-the-art, corporate, generic, revolutionary, disrupting

Sensory Methodology (4 Pillars)

Thais's unique approach — weave these naturally into website copy:

•
Behaviour — Neuroscience & environmental psychology. How spaces affect mood, health, relationships. The science behind why a room makes you feel a certain way.
•
Sustainability — Ecology & bioconstruction. Natural, local, recycled materials. Low embodied energy. Building gently on the land. Not a burden or luxury — integrated into comfort.
•
Sensitivity — Spirituality & intuition. Deep listening to site, client, and context. The intangible qualities that make a space feel right. Connection to something larger.
•
Beauty — Cultural & aesthetic repertoire. Brazilian heritage, global references, warmth, color sensitivity. Beauty that emerges from honest materials and intentional proportions.

Brand Values

Freedom (Liberdade)

Freedom guides Thais's life and work: the ability to choose clients and projects aligned with her principles, and to create homes that reflect the unique identity of those who inhabit them. Freedom means authenticity and expansion — living without confinement to patterns or impositions.

Service (Servir)

For Thais, service means putting her vision, knowledge, and practice in service of life. Whether designing homes that promote health, integrating real sustainability, or sharing knowledge through community and educational projects. Her architecture is a form of contribution: creating spaces that dignify and elevate the experience of living.

Brand Adjectives

Creativity with Purpose

Thais's creativity is not merely aesthetic or decorative — it's guided by a clear purpose of generating wellbeing, functionality, and beauty that makes sense for people's real lives. She unites cultural references, neuroscience, and aesthetic sensitivity to transform homes into spaces that expand quality of life, connect with nature, and express authenticity.

Welcoming Assertiveness

Thais has clarity and courage to take positions, lead processes, and make important decisions — but always in a human, empathetic way. Her assertiveness doesn't intimidate — it inspires confidence. She gives direction and firmness while creating an environment of open dialogue where clients feel heard, respected, and supported in their insecurities.

Buyer Persona

Profile: People aged 40-55, financially and professionally stable, often couples with children. They are interested, demanding, and loaded with responsibilities — they work hard, value family, and dream of building the home as a space of togetherness and fulfillment. They don't see the home as a status symbol, but as an expression of identity, wellbeing, and belonging.

Their Desires

•Functional: Simplify choices, avoid decision overload. Clarity to decide without fear of error.
•Social: Be seen as someone of good taste, discerning, conscious. Show they value depth and human choices over ostentation.
•Emotional: Feel belonging, gratitude, joy of living and gathering in the space. The home as the realization of a great dream.

Their Fears

•Functional: Decision overload, budget not being enough, execution problems, delays.
•Social: The building process creating friction in the couple or family.
•Emotional: Fear of not achieving the ideal home. Anxiety that the dream becomes a source of stress and regret.

StoryBrand Framework

Stage	Content
Protagonist	Interested, demanding people who dream of building a space of togetherness and fulfillment. They see the home as expression of identity, not status.
Dilemma	They want a space that translates their identity and welcomes moments of togetherness, but don't want to sacrifice clarity, security, and budget. The tension between dream and reality.
Guide	Thais appears as a guide who inspires through worldview and sensitivity, capable of seeing the house as an extension of life. The Architect of Living. With creativity, she transforms deep knowledge into practical, accessible, meaningful solutions.
Solution	Through her sensory methodology, Thais guides the process offering clarity to decide, curation of viable options, and security. The invitation is to build, together with Thais, places capable of welcoming, translating identity and values, generating moments of togetherness and wellbeing. Spaces that enchant through beauty that awakens wonder and re-signifies the everyday.
Failure	The process stays marked by doubt, insecurity, and choice overload. This leads to generic solutions that don't reflect who the person really is, transforming the dream into stress, disappointment, and even conflict.
Success	She finds clarity and confidence in every decision, feeling secure throughout the process. The result is living in spaces that translate her identity and values authentically, environments that favor togetherness and daily pleasure. Spaces awaken enchantment, becoming living settings for meaningful life experiences.

Content Pillars (for website sections)

1. Identification

Generate identification with people who dream of spaces that promote meaningful experiences. Poetic, inspirational. Desired response: "I am like this, I want this!"

2. Sensory Method

Show that through creativity it's possible to unite purpose and practice. Balance dream and reality without sacrificing identity, togetherness, clarity, security, or budget. Desired response: "With this way of working, I don't have to give up anything."

3. Inspiring Guide

Thais as architect of living — guide who inspires through worldview and sensitivity, transforming deep knowledge into practical solutions. Personal stories, values, vision. Desired response: "I love Thais, she inspires me so much."

4. Meaningful Experiences

The achievement of spaces that enchant — living settings for meaningful life experiences. Projects, testimonials, before/after, process stories. Desired response: "I want to live like this!"

Asset Locations

Brand Assets Folder

/Users/benknight/Downloads/Website_Ben/

Logo Motion Graphics

/Users/benknight/Downloads/Website_Ben/Motions Logo/

•Amarelo.mov — Yellow variant
•Bege (2).mov — Beige variant
•Branco (2).mov — White variant
•Verde (1).mov — Green variant
•Authentic Sensory Text Bege_1.mov — Tagline animation (beige)
•Forma 10 (1).mov — Shape animation
•H (1).mov, H_1 (2).mov, P (1).mov, T (1).mov — Letter animations

Project Source Copy (original voice)

•Earth Rise House: /Users/benknight/Downloads/Website_Ben/Projects/Earth Rise House/
•The Earthen Retreat: /Users/benknight/Downloads/Website_Ben/Projects/The Earthen Retreat/
•The Boat House: /Users/benknight/Downloads/Website_Ben/Projects/The Boat House/
•Ridge View House: /Users/benknight/Downloads/Website_Ben/Projects/The Ridge View house/
•The Wave House: /Users/benknight/Downloads/Website_Ben/Projects/The Wave house/
•Erva Nail Spa: /Users/benknight/Downloads/Website_Ben/Projects/Erva Nail Spa/
•Simone's House: /Users/benknight/Downloads/Website_Ben/Projects/Simone_s house/

Visual Identity

•/Users/benknight/Downloads/Website_Ben/Visual Id/Copy of My visual Id in words.docx

Brand Strategy PDF

•/Users/benknight/Downloads/Website_Ben/Personal Branding_Portuguese_Apresentação Final Thais Pupio.pdf

Figma File

•File Key: DIhzUx4ohoSJWvfc7HzXUd
•URL: https://www.figma.com/design/DIhzUx4ohoSJWvfc7HzXUd/Thais-Pupio
•Contains: Logo variants, color palette, typography, business cards, packaging, mockups

About Copy (from Figma — use as canonical English bio)

Thais Pupio is a Brazilian architect and designer with over 20 years of experience creating spaces that inspire, embrace, and respond to their surroundings. Her work begins with deep listening and a close relationship with nature, translating raw materials into tactile and emotional experiences. Each project is guided by the intention to offer wellbeing, beauty, and presence in everyday life.

Her approach is rooted in natural building and conscious material choices. Thais works with local, recycled, and long-lasting materials that age gracefully and ground the architecture in place. Texture, natural light, and attention to detail come together to form spaces that integrate softly into the landscape and the lives they support.

In addition to residential architecture, Thais explores these same principles through handcrafted ceramic pieces, including lighting and objects that extend her dialogue between form, material, and emotion. Her practice invites a more connected way of living — with the land, with space, and with what truly matters.

Thais's Own Words (from fee proposal — authentic voice)

"In each project my motivation is to design soulful and impactful places that will last and be loved, provoking positive emotional responses. Working close to my clients I put careful thought into how the space will be occupied through the seasons and how they can experience the spaces with joy to create a better life... Ultimately, my aspiration is for each building to seamlessly integrate with its surroundings, to feel at home in its place, to touch the earth lightly, enhance your sense of wellbeing, to delight your senses, to feel cool in Summer & warm in Winter and being a lovely backdrop of moments and memories."

Copy Review Checklist

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