Positioning and branding
Positioning, brand architecture, verbal platform and visual identity. What the brand stands for, against what, and how that shows up at every touchpoint.
Brand direction before brand aesthetics.
I am Pedro Screltz, branding specialist and creative director. I build visual identity and creative direction so brands last longer than the next trend.
8 years in branding, cases in Brazil and abroad and one rule: no visual decision before understanding the business from the inside.
Direct conversation. No pushed proposal.
Pedro Screltz
1What I work on
Five tracks. One logic.
Everything I do starts from the same point: a brand has to be clear before it looks good.
Content with direction
Organic content and social media treated as a company asset. The editorial line is tied to the positioning, and the trends of the month stay out.
Web as an experience
A website is the first sales meeting a company has with a client who has not asked for a meeting yet.
Structure and data
A brand has to be measurable. Creative direction and graphic design that do not go through the numbers are expensive decoration.
Traffic with logic
Ads that respect the brand's positioning. Traffic without direction is just movement, expensive and short.
2How I think
Order matters.
Direction before execution. Clarity before aesthetics. Positioning before content. Consistency over trend.
Most brands that stop growing do so for lack of direction. The creative work comes afterwards, when direction has already decided where to go.
When the order is reversed, the brand looks good for six months and is irrelevant in the seventh.
Before looking good, it needs to be clear.
3What I stand for
What I stand for.
- 1Marketing without direction is just movement.
- 2Positioning is not improvised.
- 3A brand is what is left when nobody is looking.
- 4Trends age. Direction matures.
- 5Data is worth more than opinion. Including mine.
- 6Consistency tires those who watch. It works for those who operate.
- 7A client buys what solves their problem.
4Criteria
What I do not deliver.
What I refuse is also a differentiator.
A promise of results without a basis.
Marketing without direction.
Content produced out of calendar obligation.
Design decided by the founder's personal taste.
A brand redrawn with every change of mood.
A project that starts with aesthetics and ends without a thesis.
5Portfolio
Projects I put my name on.
Before and after with scope on paper, and no filter on the profile.
Category
Brand identities
Logos, brand systems and branding.
See projects CategoryWebsites and interfaces
Websites, interfaces and presentations.
See projects CategorySocial media
Content and editorial line for social media.
See projects CategoryVideos and motion
Video editing, motion and campaigns.
See projects6How I work
How a project runs when it goes through me.
Four tracks, each with a defined deadline and deliverable. No formula and no off-the-shelf PDF.
Track 1
Diagnostic
I read the business before opening Figma. Numbers, pitch, market, competition. Who the client really is, not the dreamed-of client.
Track 2
Direction
Positioning, verbal platform, visual territory. The sentence that holds up everything that comes after.
Track 3
Delivery
Identity applied where it needs to be seen. Content, website, ads and sales material starting from the same direction.
Track 4
Follow-up
A brand is not a one-time delivery. I review, adjust and recalibrate together with the company's team.
Each track has an agreed deadline and a written deliverable. No gray zone.
7Criteria
Who I work for.
Who I work for
Companies with growth ambition. A founder with a long-term vision. Freedom for decisions that come from someone with the repertoire to decide. A team willing to trust the process before asking for the result.
And who I do not work for
- Micromanagement of every pixel.
- Visual decisions based on personal taste.
- Urgency without planning. "For yesterday" is a fire, not a project.
- People who want a ready formula and run when they hear "it depends".
8Questions
Questions about Pedro's work.
Who is Pedro Screltz?
Pedro Screltz is a branding specialist and creative director, with 8 years of experience and cases in Brazil and abroad. Leads the brand track at Grupo PV, which covers positioning, visual identity, creative direction, social media with editorial logic and applying the brand at the touchpoints.
What kind of project does Pedro deliver?
Pedro delivers five integrated tracks: positioning and branding, content with editorial direction, web as a sales experience, structure and data reading applied to the brand, and traffic with positioning logic. Each track has an agreed deadline and a written deliverable.
What is the difference between branding and visual identity in Pedro's work?
Branding is the underlying decision: who the brand is, what it positions itself against and which territory it occupies. Visual identity is the application of that decision in form, color, typography and visual system. In Pedro's flow, nothing visual happens before the positioning is settled.
Does Pedro take projects outside Grupo PV?
Yes, under specific conditions and always with a prior diagnostic. The rule is the same: no visual decision before understanding the business from the inside. Pedro does not serve a direct competitor of a client in operation and does not take a project without a positioning brief.
Where we serve
We serve all of Brazil remotely, with in-person meetings when the project calls for it. The operation does not change with the postal code. What changes is how often the meeting happens at your table.
All of Brazil · remote
Numbers meetings and quarterly reviews happen online.
In person · Santa Catarina
In person · South of Minas Gerais