The question that started everything: what kind of brand could hold everything I am?

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The design studio, the DJ sets, the vinyl collection, the side projects, the constant need to explore. I didn't want to start from zero every time something new came up. I wanted a brand that could grow with me.

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The reference that unlocked everything was Kitsuné: café, clothing label, record label, all under one name. That multi-world logic became the structural foundation of GÜI.

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And the creative spark came from somewhere more unexpected: Björk's Debut album. Listening to it on repeat, I kept recognizing the energy I wanted the brand to have: enthusiasm, fantasy, sensuality, full confidence. It moves from noise and euphoria to softness, without asking permission. That became the brief.

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The name & logo: GÜI comes from Güiraldes. We played with the diaeresis (Ü) to create a small happy face built into the wordmark. It sounds joyful. It feels open and creative.

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A universe of logos: GÜI Creative Hub (the studio), GÜI Project (experiences and side projects), GÜIgüi (my DJ alter ego). Each has its own identity, but they all live in the same world.

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Color: red + pink: vibrant and passionate, without being aggressive. It doesn't blend into anything else.

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Typography: Inter as the base. Each sub-project gets its own typographic pairing on top.

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Custom iconography & stickers: icons that map my entire world. I loved them so much I got them tattooed. That's how you know they're right.

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Cute + grunge: noise texture added to the system so it wouldn't tip into being too sweet. The tension is intentional.

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We built GÜI as a team, which made all the difference. We love teamwork!