Jonathan Nacif de Andrade

Since I was a kid, I’ve always been drawn to creativity—quite literally! I loved sketching and never missed a chance to put my ideas on paper. In a way, design felt like a natural path for me. But my real passion for it began when I discovered the creativity and humor in TV commercials. I was fascinated by how they could tell a story, evoke emotions, and leave a lasting impression—all in a matter of seconds. That’s when I decided to study publicity and advertising. During college, I realized that advertising wasn’t just about creativity or marketing—it also involved a strong design foundation. That’s when I started to dive deeper into design, so landing an internship at a branding studio in Campinas, Brazil. That experience was pivotal, as it showed me the power of design to create identities and connect brands with people. From then on, I knew design was where I wanted to focus my heart and energy.

Snou Design Studio is more than just a business—it’s a dream that my wife and I carried in our hearts for years. After spending years working for design agencies in Brazil, we wanted to create something of our own, something deeply personal and meaningful. In 2021, we became parents, which was a life-changing moment for us. Our son brought so much joy and inspiration into our lives, and he was actually the spark behind Snou. His favorite animal is the polar bear—something he’s inexplicably passionate about—and as we watched his fascination grow, we realized how much the polar bear symbolized our own story. As a family, we’ve faced challenges, but like the polar bear, we’ve fought hard and never given up. That spirit of resilience and strength is what drives Snou Design Studio. We bring that same determination to every project, creating impactful and thoughtful design solutions for our clients. Snou is a reflection of our journey, our values, and our passion for design.

For me, design is about creating connections. It’s the bridge between ideas and feelings, between challenges and solutions. It’s not just about making something look good — it’s about making it work better, feel intuitive, and leave a positive impact.

I truly enjoy creating branding, packaging, and website projects. I’m equally passionate about working on UX/UI design, crafting seamless and user-centered digital experiences.

One of my favorite projects was Clivê—it truly inspired me. It was one of those moments where, as a designer, you just can’t stop working because it’s both challenging and deeply enjoyable. With each application, I could see the project evolving into something greater than just design. It filled me with pride, knowing that it was unique and unlike anything else out there.

My first project was a branding project for a pharmacy. At the time, I was working for a branding studio. As this was my first branding project, I knew it would be challenging, so I sketched several designs on paper before transferring them to Illustrator. I let several ideas flow. In the end, the project was delivered to the client, who was very satisfied.

My favorite platform depends on the type of project I’m working on, but I’m particularly drawn to tools that allow for creativity. For branding and graphic design, I love using Adobe Illustrator and Photoshop. When it comes to UX/UI design, Figma is my favorite. Its collaborative features and ease of use make it perfect for creating interactive prototypes and working collaboratively.

It may seem like the opposite to most people, but I feel most creative when it’s cold or rainy, as I can feel much more productive and creative, especially during the brainstorming and ideation phases. These moments when ideas start flowing and I can connect concepts in unexpected ways are incredibly energizing. I love listening to the rain, but of course coffee and music are a must. I also believe that creativity comes when I step away from the screen, whether it’s going for a walk, sketching ideas on paper, or even during quiet moments like early morning or late at night when the world seems to stand still. It’s in these moments of reflection that I often come up with my best ideas. Collaboration also sparks my creativity. Discussing ideas with clients or teammates, hearing different perspectives, and developing those insights always brings new inspiration to my work.

When I’m designing, I focus on balancing functionality with aesthetics. My first priority is to understand the user or audience — what they need, how they interact, and what will resonate with them. I also pay close attention to details that can serve as inspiration for the main concept, as they play a crucial role in communicating the right message and evoking the desired emotions. Ultimately, my goal is to create designs that not only look great, but also solve problems and make a lasting impact.

At the beginning of a project, there’s excitement and curiosity as I dive into understanding the challenge and brainstorming possibilities. As ideas take shape, I feel a sense of satisfaction and focus—it’s incredibly rewarding to see a concept evolve into something tangible. When the design aligns perfectly with the goals and I know it will make an impact—it’s a mixture of pride, joy, and gratitude. These are the emotions that keep me passionate about what I do.

I feel grateful, curious, excited, happy, and good when I design. It doesn't matter how big the project is, or how big the challenge. If I'm drawing, I know It will be fun.

A design is successful when it solves a problem, communicates a clear message, and creates a meaningful connection. Good design is user-centered, functional, and visually appealing. It evokes feelings and leaves a lasting impact.

I believe that the main concept. Without a strong concept, design has no purpose, and this concept usually when very well defined, everything else blends together in a very natural way.

In my view, designers have an obligation to create solutions that are not only functional and aesthetically pleasing, but also ethical and sustainable. We can improve the way people interact with the world, so it is important to consider the social and environmental impact of our designs. Design can change behavior, it can influence attitudes, and it must be intelligent as a whole.

I believe the future of design will be more about collaboration, with designers working with people to create holistic solutions. Sustainability and social responsibility will also play a central role as people become more aware of the impact their choices have on the environment and society.

My last exhibition was in Como, Italy. I hope to exhibit again in Italy and New York.

The basis of my inspiration comes from the love of my wife and son, they are always sources of inspiration. I like to travel and live experiences with them, I love spending time with them.

My style is more modern and minimalist. I like how design conveys elegance, balance and consistency. I believe that simplicity has helped me see this characteristic in my projects. My approach follows this line whenever possible.

I live in Brazil, and I believe the country’s cultural heritage deeply influences my design work. Brazilians are known for their hard work, dedication, and creativity. The advantages of designing here include the opportunity to collaborate with diverse clients, resulting in designs that reflect various backgrounds and cultural stories. The local environment also nurtures creativity, drawing inspiration from unique experiences and rich traditions. However, there are challenges as well. The lack of incentives and access to world-class design education, along with limited government investment in promoting art and design events, can be a barrier to growth for designers in Brazil.

I believe in a collaborative and transparent approach. I see every client as a partner, and I prioritize understanding their goals, values, and vision for the project. I start by listening carefully, whether it’s about their brand, product, or target audience, to ensure that I’m fully aligned with their needs. Collaboration is the key for a successfull project.

The key qualities to look for when choosing a good designer are collaboration and humility. Both the client and the designer must work together, sharing ideas openly and with respect, in order to create a successful project. This mutual openness builds a foundation of trust, allowing for the creative freedom necessary to bring the best ideas to life.

I start by carefully absorbing all the details of the brief, making sure I fully understand the goals and needs. Then I look for references—whether it’s a shape, a photo, a story, a color, or a font—anything that can provide a foundational element. At this stage, I aim to understand the broader context around me and engage the client to ensure we’re aligned with their creative expectations. I keep this background information in mind as I begin to sketch ideas. By the time I start to sketch, I already have a central concept in mind, which is crucial to shaping the entire project. Without this concept, I don’t move forward. I also love listening to music, especially reggae, as it helps calm my mind and boosts my creativity. If I’m feeling creatively blocked, I take a break—whether it’s going for a walk, a coffee, a game of tennis, eating ice cream with my family, or reading. This helps reset my mind and keeps the process light and flowing naturally. In the end, the greatest satisfaction comes from knowing that I’ve done my best.

A sustainable wood panel that makes up my home studio, two hourglasses, a painting I received as a gift from the artist Lucia Hinz, my drawing pens and my sketchbook.

A typical day in my life starts early, with some quiet time to plan and set priorities for the day. After breakfast with my family, I dive into work. My mornings are usually focused on creative tasks like brainstorming ideas, sketching concepts, or refining designs. I find this is when I’m most productive and focused. Around midday, I take a break to recharge—sometimes playing with my son or having a quick walk. Afternoons are often dedicated to client calls, reviewing feedback, and refining projects. Collaboration is a big part of my process, so I make sure to stay connected and aligned with clients. In the evening, I enjoy spending quality time with my family, often playing games or relaxing together. If I have a creative burst later in the day, I might revisit some designs or brainstorm new ideas, usually with music in the background to keep the energy light. Every day feels like a blend of creativity, collaboration, and family time, which keeps me motivated and inspired.

I would say to be curious, always believe in your own potential, work hard and never stop absorbing knowledge.

Being a designer comes with many positives. It offers creative freedom, the potential for excellent pay, the ability to work globally, and opportunities to connect with diverse people—all while allowing for a great work-life balance. However, there are challenges, especially in Brazil. The value of good design isn’t always fully recognized, which can make the journey more challenging. Additionally, access to quality design education and tools can be expensive, particularly for those just starting their careers.

My "golden rule" in design is simplicity with purpose. Every element in a design should have a clear reason for being there, contributing to the overall function and message. By focusing on clarity and intention, I strive to create designs that are both visually compelling and highly effective in meeting the user’s needs.

A successful designer needs creativity, technical proficiency, and user-centered thinking. Strong communication, attention to detail, adaptability, and time management are also essential to deliver impactful designs and navigate industry challenges effectively.

I enjoy starting with pen and paper for sketching ideas. For digital work, I use Adobe Photoshop and Illustrator for drawing and Figma for prototyping, user testing, and presentations. My setup includes a MacBook Pro M1 with 16GB of memory, a 27-inch Acer monitor, and a Wacom digital tablet. I also frequently explore Behance for inspiration and references. A book that I really enjoy reading is Creative Confidence by David Kelley and Tom Kelley, also biographies.

I try to focus more of my time on research and pre-execution of the design, so that my mind gradually becomes immersed in an idea. I also no longer spend my time insisting so much on moments of creative blankness, when I realize that nothing is evolving, I prefer to stop and "reset" my mind. This made me realize that my time designing is much more qualitative than quantitative.

I would say that a branding project can vary from 3 weeks to 3 months. It depends on the complexity and the deadline established with the client.

There are many and in different contexts. But the main question always revolves around understanding what problem should I solve?

When I was invited to co-found an advertising agency, I embraced the roles of entrepreneur, founding partner, designer, and manager. This experience strengthened my determination and prepared me for future challenges. It also taught me to manage my time and boundaries effectively, allowing me to participate in various design competitions in Brazil and internationally. One of the highlights of this journey was winning my first international award, the A’ Design Award, in 2018—a truly unforgettable moment.

I have clients in real estate, dentistry, education and technology.

I truly enjoy working on branding projects because they offer greater creative freedom. During those moments of focus, I can completely immerse myself in the process, forgetting everything around me and dedicating myself fully to the creation.

My plans revolve around growing my design studio and advancing my career as a product designer. I aim to showcase my work globally, make a positive impact on people's lives, and build a meaningful legacy for my wife and son.

I develop my designs independently but actively involve my clients in the creative process. I believe this collaboration is invaluable and significantly enhances the project's personalization and overall success.

Yes, I’m honored to be part of a very special project: a rebranding for a company that designs furniture using reclaimed wood from the Amazon rainforest and practices sustainable forest management. This client also leads an incredible social project in Pará, Brazil, and being involved in their journey is truly rewarding. Stay tuned for more updates!

You can visit my design studio website www.snou.com.br or you can visit my behance profile www.behance.net/jnacif

I want to express my heartfelt gratitude to the A’ Design Award for celebrating and recognizing the work of designers, artists, and architects worldwide. Being part of this prestigious award alongside so many talented individuals is a significant achievement for my legacy and for countless others.