( 09 )
( 2019 )
O Uso de si Mesmo
( Project Info )
O Uso de Si Mesmo is a studio dedicated to body practices based on the Alexander Technique, helping people recognize habitual movements and release unnecessary physical tension.
( Services )
Brand concept, visual identity, art direction, graphic design and digital applications.
( Client )
Márcio Araújo
( Problem )
Body practices are often communicated through idealized bodies and rigid notions of correct posture. The challenge was to translate a subtle and highly individual practice into an identity that felt clear and approachable—without suggesting that every body should move in the same way.
( Solution )
The identity was built around the idea of continuous adjustment. Typography shifts and reorganizes across compositions, while cropped body photography and organic shapes create a visual language that feels physical, fluid and intentionally unresolved. A calm color palette and flexible editorial system extend the concept across brand communications and educational content.
( Impact )
The result is an inclusive and recognizable identity that makes the principles of the Alexander Technique easier to understand. More than representing the studio, the system gives it a flexible platform to discuss movement, posture and self-awareness across different bodies and contexts.