Our work spectrum is quite broad:
brand identity, environmental graphics, wayfinding, editorial, digital, product, and packaging.
The creation process consists of observation, analysis, and persistence. We know we need to go beyond the surface of the problem in order to come up with groundbreaking solutions – as well as that it is essential to build narratives that add value and meaning to brands. This is the backbone which allows our decision-making to be consistent in every project development.
We work in an integrated environment that enables the synergy between our project management and creative teams. Our managing directors are part of every stage: from understanding the challenge to brainstorming, and coming up with answers. In more complex projects, we are open to collaborating with professionals from other areas with complementary expertise, such as architects, photographers, illustrators, copywriters, or full stack developers.
The project is created in partnership with our clients, by exchanging with them processes, results, and excitement. More than a visual or aesthetic subject, we see design as a transformative business tool, able to bring forth a vision for the brand’s future. The ever changing ‘zeitgeist’ leads us to always look for new approaches that can create relevant and lasting experiences.
Different viewing angles converge on richer and more effective results. At the helm of projects in various segments, Cynthia Massote and Mariana Hardy have a complementary set of skills and expertise, sharing roles as company executives and team managers. With over 20 years of experience, the two partners are involved in every stage of putting a project together, acting always in close proximity with the client.
Mariana is part of the fourth generation of a family of architects, which originated in Bruges, Belgium. She started her career as an art director and copywriter, until permanently migrating to design in 1999, one year after graduating at UFMG’s School of Architecture and Urbanism. She lived in New York from 2000 to 2003, where she studied at Parsons The New School for Design, and at the School of Visual Arts, under Milton Glaser, Paula Scher, and Ed Benguiat. At the same time, she worked at Pentagram, as a part of Michael Gericke’s branding and signage team. After that, Mariana joined New York studio Slover and Company’s creative team, where she acted as a cosmetics and fashion packaging designer. Back to Brazil in 2004, she founded Hardy Design, where she is creative director since then. In 2014, she took over as director for Inhotim Contemporary Art Center’s design team, which is responsible for the Institute’s, as well as its Design Store’s, creative demands. This account was later merged with Hardy Design’s group.clear
Cynthia graduated in Communications at PUC Minas and, throughout all her career, has directed her focus to brand management, seeing design from the perspective of planning and strategy. After getting her MBA in Marketing, she was responsible for Telemig Celular’s (currently Vivo) branding department, following that with a position at Giovanni/FCB (currently FCB Brasil), in Rio de Janeiro. At that agency, she managed strategy and consumer projects for international clients. In 2003, Cynthia returned to Belo Horizonte, and finished her Masters degree in Business Management, with a focus on internationalization, also at PUC Minas. In 2007, she became a partner at Hardy Design, where, since then, she is the head of planning and operations. From september 2013 to october 2014, Cynthia was also the director of ABEDESIGN, in Minas Gerais.clear
Hardy co-lives with a group of companies that also includes BCMF Arquitetos, and MACh Arquitetos. More than sharing a workspace, our process and affinity allow designers and architects to create through multiple and integrated approaches. We think design not as a layer to be applied after the architecture has been concluded: spaces should be conceived from a common logic between them, sharing a unique and inseparable solution.
Na Medida do Impossível Ao Vivo no Inhotim – Fernanda Takai shortlisted
Estufa – Estúdio de Design Inhotim shortlisted
Estufa – Estúdio Design Inhotim featured
Inhotim Escola winner
Institucional Inhotim winner
Case studies of wayfinding signage Pie Books, 2007
Rockport Publishers, EUA, 2008
ADG, Ed. Blucher, Brasil, 2009
São Paulo’s Museum of Modern Art
Rockport Publishers, EUA, 2010
Taschen, Alemanha, 2010-2011
Taschen, Alemanha, 2010
ADG Brasil, Blucher, Brasil, 2014
Peter Zec, Red Dot Edition, 2014/2015
ADG Brasil, Blucher, Brasil, 2015