A brand refresh is like a therapy session,” says Fred Gelli Gelli, co-founder and CEO of Tátil Design. “You really need to go deep and try and understand yourself; only then can you express yourself in a different way.”

We spoke with Gelli, who will lead D&AD’s new Brand Identity Refresh category as Jury President at the D&AD Awards 2025. Below, he shares examples of strategies he has implemented in his own work, including the rebranding of Rio Carnival to create a more globally recognisable identity.

Tell us about D&AD’s new Brand Identity Refresh award category?

“This year, I’ve been reflecting on two words: origin and originality, because they are closely related. To create something fresh yet authentic, it must be connected to your origins in some way. I believe that the idea of a brand identity refresh aligns with this perspective. To truly resonate as “refreshed” with others, it’s crucial to remain connected to your roots.

In branding, the focus is always more on evolution than revolution. We appreciate originality and ideas that break through the noise, but a brand refresh is like a therapy session. You really need to go deep and try and understand yourself; only then can you express yourself in a different way.

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How would you approach a brand identity refresh at Tátil Design?

“From my perspective, when it comes to brand refreshes, the most important aspect isn’t the design — it’s the strategy. Design serves to support and enhance the strategy. The right moment for a brand refresh is when an organization is ready to move in a new direction and embrace new perspectives.

Branding is not just a function of the marketing department; it’s a strategic tool that should be utilised by the CEO to align the entire organisation toward a common goal. With my 35 years of experience, I’ve seen how this approach has become increasingly relevant.

I believe there are four key dimensions to consider in branding. The first is culture — your people. It’s impossible to build a strong brand solely through external communication. We need to start by engaging our team to ensure they understand and align with the core ideas, concepts, and vision. It’s essential that everyone is rowing in the same direction.

The second dimension is your products and services. These are the primary expressions of your brand.

The third dimension is communication. Are you effectively conveying what your services are and who you are?

If the first three dimensions are well-defined, the final dimension will naturally fall into place: the symbolic aspect. This involves shaping how your brand occupies space in the minds and hearts of people.

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Give us an example of a great brand identity refresh?

“A few years ago, we undertook a complex project for Petrobras, a Brazilian petroleum company. They needed to change their identity as they transitioned from a traditional oil company to an energy company focused on renewable sources like wind and solar. Changing a company’s name is challenging because it’s essential to preserve its essence while also signalling its future direction. Petrobras is one of the most recognizable brands in Brazil, with its logo prominently displayed at many gas stations. Our challenge was to maintain the strong connection people had with the brand while also marking the beginning of a new era. The name we created was “Vibra,” which means “vibration” in Portuguese. This name not only connects to the vibrations of the heart and energy but also retains the “BR” from the original name, ensuring continuity while signalling their transformation.

We also created a refreshed visual identity for Rio Carnival, to help this amazing expression of Brazilian identity to become more global. We conducted more than 7,000 interviews to understand what to use as the main icon, which ended up being the flag, which felt authentic and informed by the Samba community but is also widely understood.