Joniel da Silva
For founders who know what they're building but can't yet show it. Four to six weeks. Instinct becomes a brand people understand, trust, and follow.
Start a conversationWhat I Do
I work with founders who have strong intuition but scattered expression. The goal is never to simplify — it's to organise with care, and leave room for what comes next.
→ For most founders, the Brand Sprint is where we begin.
The Brand Sprint
Most businesses arrive with good instincts and no clear shape. A Brand Sprint runs from a discovery workshop to final delivery — in four focused phases over four to six weeks.
Start a conversationDeep conversations. Pattern recognition. Separating noise from what truly matters.
Define the core tension. Articulate what the brand is — and what it refuses to be.
Translate direction into narrative, tone, and visual logic. Fewer, stronger decisions.
A shared system that enables confident decisions and makes the future actionable.
Selected Work
Background
Voices
"International mindset, precise use of technology and a knack for standout visuals — Joniel consistently delivered on iconic brands."
"Joniel has such a deep understanding of my creative needs, it often feels like he is reading my mind."
"Joniel has a very warm and inclusive presence, making him a delight to work with, for and beside."
About
Born in Salvador, Brazil, now based in Hamburg.
Over the past two decades, I’ve worked across very different contexts – from global brands like Qatar Airways, NIVEA, and Montblanc to small, founder-led businesses that didn’t need more polish, but direction.
That contrast is where my approach comes from.
Most of my work with founders is structured as a Brand Sprint — a process where the brand stops living only in the founder's head and starts existing outside it, in a form others can understand, carry, and build from. Alongside that, I work as Campaign Creative and Art Director with Daedalus Productions on They Fight With Cameras, a documentary project.
I tend to approach my clients’ brands as if they were my own. My background in fine art and film works as a kind of ongoing R&D. It keeps me close to the craft, to the physical act of making, and to the details that don’t show up in a brief.
Execution alone doesn’t interest me. I’m more drawn to what hasn’t been articulated yet – the gaps, the tensions, the small decisions that ultimately give a brand its character.
In Production
A documentary about the war photographers who shaped how we see conflict. I serve as Campaign Art Director for Daedalus Productions — leading the visual language of the campaign.
Visit SiteWork Together
Most clients arrive at a turning point — growth, repositioning, or starting from scratch. I take on a limited number of engagements each year.
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