Felipe was born in the suburbs of São Paulo, Brazil, where he broke his ankle six times between the ages of 7 and 12. Because he spent a good few months unable to leave home, Felipe began to draw. He still does.
After working in a few studios, he was invited to work at CUBOCC, a hybrid agency, producer and startup in Brazil. For three years, he worked with art direction and creative strategy for brands like Samsung, Kraft Foods, Unilever and Pepsico.
In 2012, a turnaround opportunity knocked on his door: he was asked to join Fabrica - the Benetton’s creative laboratory in Treviso, Italy. There, he worked for one year as art director at Colors Magazine (the magazine "about the rest of the world" Tibor Kalman and Toscani created in 1991). Also, he discovered the best ice cream in the world and had some of the greatest experiences in his life.
Back to Brazil, Felipe is now Brand Design Manager at Flag - The Creative Disruption Network. He’s also co-founder of Arnold, a graphic design studio, and part of two ongoing projects: Pinapipa and Unofficial Report. His work has been featured in exhibitions in Milan and Hong Kong.
He is open to freelance opportunities, unexpected proposals, collaborations and everything else that could teach him something.
Colors# 86 – Making the News
Publication, April 2013
The topic of Colors #86 is the backstage of journalism. It talks about repetition, censorship, social media, citizen journalism and so on. The idea of the cover is to show all these subjects through a “news machine”, combining old and new media. After the cover, a real "news machine" was created to promote the magazine. It churns tweets through different media filters and turn them into print, simulating the contemporary 24-hour news cycle. The installation was presented at the International Journalism Festival in Perugia.
Creative Direction: Patrick Waterhouse
Cover Art Direction and Installation Concept: Felipe Rocha
Installation Development and Design: Jonathan Chomko
3D Cover Design: Moisés Gomes
Installation Graphics: Tim Wan
Video Editor: Sabina Dallu
Video Supervisor: Ries Straver
Colors# 85 – Going to Market
Publication, December 2012
Colors #85 is a magazine about stock markets, fruit markets, supermarkets and everything around the market idea. The concept of the cover is to show the network that exists between different products and environments. Each connection has a meaning behind. A pig, a plastic duck, a one dollar bill, a bible, a pipe and so on. Everything is connected somehow.
Creative Direction: Patrick Waterhouse
Cover Concept & Art Direction: Felipe Rocha
Cover Typeface: Tim Wan
Illustration: Fanqiao Wang
Photography: James Mollison and Marco Pavan
Unofficial Report #01
Collaborative project, April 2013
A team of young creatives from Fabrica on a mission to capture the places, people and creativity of prominent events and festivals around the world. Through spontaneous process, dialogue and documentation, the aim is to deliver an exhibition and catalogue that encapsulates the experience, generated purely from content collected within the chosen event. The Unofficial Report acts as a library in progress, providing an honest representation of each chosen event. The first edition happened in April in the Milan Design Week, at OCA Fuorisalone Zona Tortona.
Colors #84 – Apocalypse
Publication, August 2012
Colors #84 is a guide to the end of the world. The cover/poster is a reinterpretation of the Maya Calendar based on natural disasters and relevant topics about apocalypse. The main graphic design reference to this project was "the whole earth catalogue", an American counterculture catalog, "sort of like Google in paperback form" according to Steve Jobs.
The biggest challenge was to combine five different languages in the same composition, without losing harmony.
On the back poster, there is a kit of objects that everyone needs to have in order to survive, from slingshot rifles to a cigarette butt.
Visual Identity, April 2012
Visual identity proposal for a brazilian blog called Sim Viral. Based on the concept of viruses and bugs, with digital images through physical interference in the scanner. Unpredictability was a factor kept as a graphic element. The final result, even within the predicted, escaped the control. The images produced were unique, and this was the starting point to create the branding system. Through the combination of the elements and a variable context, it was defined a language to translate the essence of the brand.
The Mobile Museum
Exhibition, February 2013
Submission for The Mobile Museum No.7 Hong Kong: Authentic
The architecture of Venice is authentic, there is no place like it. But in terms of fake souvenirs, the city is at the top of its game. For the Mobile Museum, some of these objects are taken back to the country where they were made: China.
COLORS New Website Proposal
Digital - Strategy, December 2012
Series of concepts for the new Colors website, rethinking the way we promote the printed magazines and how we present a new issue.
The main purpose behind this proposal is to bring the best digital experience for paper magazines. Which means that we don't need to literally translate the physical magazine into a digital environment, but show the essence behind each issue, with the best product photos, videos, illustrations, infographics among other visual elements.
CONSULTANTS: DAN HILL, COSIMO BIZARRI AND PATRICK WATERHOUSE
I learned something from you
Personal project, May 2013
When I left Fabrica, I realized that I had to remind and preserve/eternalize all the great moments I’ve lived there somehow. So, I decided to create cards to the most influential people around me. I asked myself what I learned from them and this is the result. I consider that the words in this project are more important than the design itself.
Print, December 2011
Anti consists in a poster for a lecture about some trends for the world in 2017: Mad Science, Sensoria and Super Authentic. Gradient shapes and distorted typefaces were used to bring a feeling of discomfort. The design solution was a deconstructed grid with elements inspired in movements like the new aesthetic and the visual rebellion in design.
CONCEPT & TEXT: KEID SAMMOUR AND ROBERTO MARTINI
DESIGN: FELIPE ROCHA AND RAFAEL KFOURI
Visual Identity, September 2012
Visual Identity for studio Gralias, which draws a strong parallel between fashion and costume. It’s supposed to work with both areas, exploring its multifaceted and chaotic, experimental an innovative universe.
PHOTO: LEONARDO SANG
COLORS Map – App
Digital, March 2012
An iPad app and interactive installation proposal for Happiness and Other Survival Techniques, an exhibition by Colors Magazine that was displayed at the Design Museum, in London.
This is the project that I developed during my trial period in Fabrica.
CONCEPT AND PROTOTYPE: DAVID PENUELA, ANGELO SEMERARO, DANIEL SWARTZ
Visual Identity, March 2013
Concept and visual identity for weekly film night at Fabrica.
As the aim of this event is to display only movies downloaded from the Internet, the graphic solution was to use all the visual information that we always have some contact when we decide to get some film illegally.
EVENT CONCEPT: RIES STRAVER
Digital, May 2013
The only "intuitive" interface is the nipple. After that it's all learned. This is usually attributed to one Bruce Ediger (though at least one person thought it was originally said by Steve Jobs,), and refers to the frequent (and invariably inaccurate) description of computer user interfaces as "intuitive".
After I read this quote, I decided that I had to translate this idea in something visual. Nipple.es is the answer that I found.
Collaborative Project, April 2012
Pinapipa is a brand of illustrated kites. The idea is to turn the kite, which was important during childhood and got lost on adulthood, in an art object. Through a handcrafted process using silkscreen, Pinapipa is an object that flies, but could also be handed in a wall. The product is a new platform for artists who are used to paint in regular screens.
Visual Identity - Digital, July 2010
In 2009 I had the opportunity to work in the visual identity and the website for Area, a sort of incubator for new business in Brazil. With a strong symbol and visuals that look old but new, the goal was to create a brand inspired in other classic identities, like IBM, NeXT and so on. I think this company doesn't exist anymore and I hope it's not my fault.
DESIGN: FELIPE ROCHA
CREATIVE DIRECTION: KEID SAMMOUR, ROBERTO MARTINI
DESIGN CONSULTANT: ADRIEL NUNES AND ÁTILA MEIRELES
What is Fabrica
Personal Project, February 2013
It's always hard to explain what is Fabrica, the BenettonGroup's communication research center.
15 years ago Fabrica was looking for 6 different types of people: writers, graphic designers, product designers, "interactive people", videomakers and photographers. The world keeps changing and it doesn't work anymore. For example: you could be an engineer and very useful for Fabrica, but maybe you don't know it yet, and I think we should show it somehow.
The solution was to tell this change through a periodic table and answer some other frequently asked questions about Fabrica with old-style diagrams.
CREATIVE CONSULTANT: PATRICK WATERHOUSE