CASE STUDY 01
CLIENT
AREA15
ROLE
Creative Consultant, Art Director
SCOPE
Key Art · Experiential Artwork · Merchandise · Motion
LOCATION
Las Vegas, USA
AREA15 runs a high-volume event machine inside a large immersive district. The job was to keep one visual language intact across event key art, environmental work, and merchandise.
THE BRIEF
Keep AREA15 readable at district scale: one visual language for 500+ ticketed events, plus site-specific work in District 2 and the main thoroughfares.
I
Unified Visual Framework
A visual language applied across scales — from large murals to small digital assets — preserving AREA15’s immersive, artistic, exploratory voice.
II
Event Key Art & Identity
Bespoke key art systems for 500+ annual ticketed events and private bookings, tailored to each narrative while staying cohesive with the AREA15 brand.
III
Environmental Murals & Installations
Site-specific artworks integrated into physical spaces — including District 2 and the main thoroughfares — to guide guests and amplify the environment.
IMPACT
Gave production and marketing a single key-art system so event campaigns and environmental pieces could ship in parallel without splitting the brand.
CASE STUDY 02
CLIENT
Digital Media Management
ROLE
Design Lead, Art Director
SCOPE
Pitch deck · Social system · Discord cards
LOCATION
Los Angeles, USA
DMM was pitching MultiVersus as a social account. The deck had to prove a system — not a handful of key visuals — that could hold a large cast and daily output.
THE BRIEF & THE IDEA
Art-directed the pitch: visual language for social, modular templates, and a Discord card system. The standard was a working content system, not a decorated slide deck.
I
Modular Visual Language
Key visuals, motion-ready layouts, and modular templates balancing brand consistency with flexibility across characters and tones.
II
Card Collection Concept
Art-directed a collectible card system for Discord, turning MultiVersus characters into progression-based visual assets for gamification and community engagement.
IMPACT
Showed MultiVersus a cohesive social system instead of isolated assets. The deck became the internal benchmark for how DMM pitches content systems.
CASE STUDY 03
CLIENT
Self-initiated · Metzgers
ROLE
Design Lead, Art Director
SCOPE
Menu · Motion · Packaging · Merchandise
LOCATION
Hamburg, Germany
First Hamburg project after the move. Spec work for Metzgers: a menu system that carries the restaurant’s craft into film, pairings, and objects.
TASK & APPROACH
Treat the menu as the brand surface — then extend it to kitchen films, pairings, and objects without turning the restaurant into a costume.
I
Menus as Storytelling
Reimagined menus as storytelling tools, connecting food, craft, and brand.
II
Behind-the-Scenes Video
QR codes link to videos showing meal preparation — the team’s care, ingredient freshness, and chefs’ skill — before the meal even begins.
III
Personalized Pairings
A ‘Seal of Harmonization’ — a chef’s favorite song or a curated wine pairing — adds a human element to the menu while driving additional sales.
IV
Merchandise & Packaging
Branded objects — apparel, cutlery, sustainable packaging — as brand extensions aligned with a premium positioning.
IMPACT
Positions the restaurant as a brand system, not a single printed menu: one language across table, phone, and object.
CASE STUDY 04
CLIENT
Oddyssey Manor & NYE
ROLE
Creative Consultant, Art Director
SCOPE
Key Art · Experiential Artwork · Motion
LOCATION
AREA15, Las Vegas
Two narrative environments inside AREA15: Oddyssey Manor, a cocktail theater, and Oddyssey NYE 2026. Same campus, two key-art systems.
THE TASK
Visual identity for Oddyssey Manor and Oddyssey NYE 2026: branding, key art, environmental graphics, and campaign assets.
I
Strategic Visual Worldbuilding
Myth and mystery for the Manor; a surreal ‘undersea odyssey’ for NYE — key art systems adapted across banners, social ads, posters, and wayfinding.
II
Integrated Design Execution
Visual systems extended into environmental graphics to unify the experience from arrival to activation.
III
Collaborative Creative Leadership
Worked with programmers, spatial designers, production, and marketing for seamless execution across touchpoints.
IMPACT
Two distinct narrative environments inside the AREA15 campus, with modular key art that can move from social to signage without mixing the two worlds.
CASE STUDY 05
CLIENT
New York Bagel Bar
ROLE
Design Lead, Art Director
SCOPE
Package · Merchandise
LOCATION
Hamburg / remote
A pack system that reads in a stack: product first, craft second, New York as a quiet mark — reusable across bag, box, and merch.
TASK & APPROACH
Build one pack language that holds at point of sale and still works when the format changes.
I
Structured Visual Hierarchy
Immediate readability in retail contexts.
II
Minimal, Expressive Palette
Kraft paper paired with bold accents for a premium feel.
III
Cultural References
Subtle nods to New York’s urban character through icons and graphic motifs.
IV
Modular, Scalable System
Flexible layouts across packaging formats, supporting limited editions and seasonal variations.
IMPACT
DesignRush Best Packaging Designs. A modular pack language that can take seasonal and merch extensions without a new identity.
APPENDIX
A broad, hands-on skill set that supports concept development, rapid prototyping, and cross-disciplinary collaboration — 3D sculpting and spatial visualization, editorial and layout, social content, motion-ready design, illustration.
ABOUT
Working across branding, campaigns, packaging, and digital design. I direct concept-driven work for brands and agencies — from first system through final assets.
Available for staff or freelance, Hamburg / remote EU. Fluent in English, Portuguese, Spanish — currently learning German.
TOOLS
01
Adobe Creative Cloud
02
Figma
03
DaVinci Resolve
04
Midjourney
05
Runway
06
Blender
07
Nomad Sculpt
08
Procreate
DISCIPLINES
I
Art Direction
II
Visual Identity
III
Editorial Design
IV
Packaging
V
Brand Guidelines
VI
UI Design
VII
Generative systems
VIII
Social Media
EXPERIENCE
2017 — 2026
Digital Media Management
Los Angeles, USA
Lead Designer, Art Director
2024 — 2026
AREA15
Las Vegas, USA
Creative Consultant, Art Director
2016 — 2016
Five By Five
Los Angeles, USA
Art Director
2011 — 2016
Sony Music Entertainment
London / New York
Art Director
2008 — 2011
Volkswagen
São Paulo, Brazil
Art Director
2002 — Present
L’eight Company
Serving Worldwide
Art Director
EDUCATION
2015 — 2017
UCLA
Los Angeles, USA
Entertainment Studies
2002 — 2005
Universidade Santa Cecília
São Paulo, Brazil
Advertising and Marketing
RECOGNITION
2025
DesignRush Design Awards
Silver, Package Category
2022
Clio Entertainment
Gold
2019
Clio Entertainment
Bronze
2019
Communicator Awards, Academy of Interactive & Visual Arts
Gold
2019
Webby Awards
People’s Voice Winner
2019
Webby Awards
Winner
CLIENTS
REACH OUT
© 2026 Luiz F. Leite
Hamburg, Germany