João Loureiro

Specialized in Design.

João Loureiro

About João Loureiro

João Loureiro is a multiple award-winning graphic designer from Braga, Portugal. He started really early as a freelancer, and he’s been working since then as a Graphic Designer. In 2008, he won his first design award for the national water supplier “AGERE” (identity contest), with more than 100 participants all over the country. It was a life-changing moment. He was requested all the time by multiple companies and cultural associations, and this has made him the designer that he is today. In 2012, he won another identity contest for GNRATION, a cultural creative hub in Braga, and his work was published in design books and magazines, taking him to the next level as a creative. In 2014, he started working for the first time in a design agency, Pi Creative Studio, and in 2015, he moved to Porto, where he worked as a senior graphic designer and lead designer in GIF Design Studios. In 2018, we won the prestigious and well-known international Silver A’Design Awards for a branding project he developed for a hotel in Lisbon, Portugal. Later that year, he returned to his hometown, Braga, and is now the Head of Design at Seegno, a software house and creative agency with 15 years of active work. Combining this role with freelance jobs, he wants to continue leaving his legacy all over the place. His work has been published in reference books and magazines all over the world.

  • Winner of the A' Design Award.
  • Specialized in Design.
  • Original Design.
  • Creative, Diligent and Innovative.
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Interview with João Loureiro

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I have always been fascinated by visual storytelling and the power of design to communicate complex ideas simply and beautifully. My journey into design began with a love for creating visual narratives while solving problems, nurtured through formal education in design and influenced by my family. The desire to create meaningful and impactful designs has always driven me, making this career a natural choice.
Can you tell us more about your company / design studio?
As a freelancer, I specialize in Branding and Editorial design projects. I focus on crafting unique visual identities and compelling editorial layouts that resonate with clients' audiences. My vision is to blend creativity with strategic thinking to deliver designs that not only look great but also serve a purpose.
What is "design" for you?
Design, for me, is a powerful tool for communication and problem-solving. It's about understanding the needs of the client and the audience and creating solutions that are both functional and aesthetically pleasing. Good design tells a story, evokes emotions, and makes a lasting impact.
What kinds of works do you like designing most?
I enjoy designing Branding and Cultural projects. Both require a lot of creativity and critical thinking, which is always challenging and rewarding.
What is your most favorite design, could you please tell more about it?
I have had the privilege of working with many well-known clients who appreciate my signature style as a designer. One project I am particularly proud of is the branding for Mesh Padel Center, a Padel Club in Braga. It was challenging and the final result was very rewarding.
What was the first thing you designed for a company?
The first thing I designed was the rebranding of the local water company "Agere" in Braga, Portugal.
What is your favorite material / platform / technology?
I love designing for print because of the tactile pleasure of working with premium papers, textures, finishes, and colors. In my workflow, I primarily use Adobe Creative Suite and Figma.
When do you feel the most creative?
I feel most creative when immersed in new experiences, whether traveling, reading, or exploring nature. Also, spending time at our typical "esplanadas" (coffee terraces) in Portugal helps recharge my creative energy.
Which aspects of a design do you focus more during designing?
I focus on clarity, functionality, and emotional resonance. It's crucial that the design communicates the intended message clearly and effectively while also engaging the audience on an emotional level.
What kind of emotions do you feel when you design?
Seeing my designs come to life brings immense joy and pride. It’s always a pleasure seeing my work on the streets, on billboards, vans, newspapers, etc.
What kind of emotions do you feel when your designs are realized?
Seeing my designs come to life brings immense joy and pride. It's rewarding to see how the final product meets the client's needs and connects with the audience. It’s always a pleasure seeing my work on the streets, on Outdoors, Vans, Newspapers, etc.
What makes a design successful?
A successful design meets its objectives, resonates with its audience, and stands the test of time. It should be functional, aesthetically pleasing, and memorable.
When judging a design as good or bad, which aspects do you consider first?
The first aspects I consider are clarity of communication, functionality, and visual appeal. A good design should effectively convey the intended message and engage the viewer.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers have a responsibility to create sustainable and ethical designs. We should consider the environmental impact of our work and strive to make designs that promote positive social change.
How do you think the "design field" is evolving? What is the future of design?
The design field is becoming increasingly interdisciplinary, with a growing emphasis on technology and user experience. The future of design lies in creating immersive and interactive experiences that blend digital and physical elements. Thankfully, print isn't dead and can co-exist with the digital world.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
My inspiration comes from art, nature, architecture, and everyday life. I constantly seek new experiences and perspectives to feed my creativity. Daily research on trends and following my favorite designers/agencies on social media also help.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
My design style is clean, modern, and minimalist, with a focus on typography and subtle details. I believe in the power of simplicity and clarity to create impactful designs. My approach is to start with a strong conceptual foundation and build upon it with thoughtful execution.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I live in Braga, Portugal, a city rich in history and culture. Some of my work is inspired by the vibrant cultural heritage of Portugal, providing a wealth of inspiration. However, it can be challenging to balance traditional influences with contemporary design trends, which I believe is the magic of design.
How do you work with companies?
I work closely with companies to understand their brand, goals, and audience. Collaboration is key, and I ensure that my designs align with their vision and objectives.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Companies should look for designers with a strong portfolio who understand their brand and values. Clear communication and a collaborative approach are essential for a successful partnership. Creativity is key!
Can you talk a little about your design process?
My design process starts with research and understanding the client's needs. I then move on to brainstorming and conceptualization, followed by sketching and prototyping. The final stages involve refining the design and ensuring it meets all objectives.
What are 5 of your favorite design items at home?
Some of my favorite design items at home include a vintage sideboard that I love, some design posters and art I have on my walls, a collection of art/design books, and my Apple products collection - they nail it when it comes to industrial design.
Can you describe a day in your life?
My day typically starts with a cup of coffee and reviewing my tasks. I spend my days working on design projects, followed by meetings with clients. Communication is crucial to delivering fulfilling projects. Later, I spend quality time with my wife and kids, enjoying family activities. Cooking is a therapeutic escape from work for me.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Stay curious and always be willing to learn. Don't be afraid to take risks and make mistakes, as they are valuable learning experiences. Build a strong portfolio and network with other professionals in the industry. Get involved in cultural and local projects. Be creative and, most importantly, be yourself.
From your perspective, what would you say are some positives and negatives of being a designer?
The positives include the ability to create impactful work, constant opportunities for learning and growth, and the satisfaction of seeing your designs come to life. The negatives can include tight deadlines, demanding clients, and the pressure to constantly innovate. Some projects/clients can be time and energy-consuming.
What is your "golden rule" in design?
My golden rule is to prioritize clarity and simplicity. A design should communicate its message effectively and be easily understood by its audience.
What skills are most important for a designer?
Important skills for a designer include creativity, problem-solving, communication, and technical proficiency with design software. Patience is also crucial for truly understanding the client and the project.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
My toolbox includes software like Adobe Creative Suite and Figma, my Mac, iPad, sketchbooks, and a collection of design books and magazines. I also draw inspiration from online design communities and art exhibitions.
Designing can sometimes be a really time consuming task, how do you manage your time?
I manage my time by setting clear priorities, breaking down projects into manageable tasks, and maintaining a structured schedule. Regular breaks and time for relaxation are also important to stay productive and creative.
How long does it take to design an object from beginning to end?
The timeline for designing an object can vary greatly depending on the complexity of the project. It can take anywhere from a few days to several months.
What is the most frequently asked question to you, as a designer?
The most frequently asked question is often about my design process and how I come up with ideas. Also, many designers inquire about my quoting process.
What was your most important job experience?
One of my most important job experiences was working as the designer for the International Photography Festival - Encontros da Imagem. It was a challenging yet rewarding experience that pushed my creative boundaries and resulted in a highly successful outcome for the client. I created both physical and digital supports for the festival, such as the Book Catalogue, outdoors, flyers, website, invitations, signage, etc. The artistic environment was truly inspiring!
Who are some of your clients?
University of Minho, Primavera Software (now Cegid), Agere, Amnesty International, Gnration, Braga City Council, Encontros da Imagem - International Photography Festival, Fast Forward Festival, among many others.
What type of design work do you enjoy the most and why?
I love working with cultural places. They usually allow for greater creative freedom, which is very rewarding for a designer.
What are your future plans? What is next for you?
Currently, I’m working as Head of Design at Seegno, a digital product-focused agency with more than 15 years of experience. Working with a multidisciplinary team is truly rewarding. I also continue to work as a freelancer and have achieved a perfect work-life balance, which I aim to maintain.
Do you work as a team, or do you develop your designs yourself?
At Seegno (seegno.com), I work with a multidisciplinary and creative team. For freelance projects, I work independently.
Do you have any works-in-progress being designed that you would like to talk about?
Not at this moment but I encourage you to follow me on my social media networks for future updates!
How can people contact you?
People can reach me through my website - www.joaoloureiro.com, my email joaoloureiro@me.com, or follow me on social media networks like Behance (behance.net/joaoloureiro), Instagram (@joaoloureiro), or Facebook (facebook.com/joaoloureiro).
Any other things you would like to cover that have not been covered in these questions?
I would like to thank you for this opportunity and hope to win another design award soon! :)

Extended Interview with João Loureiro

Could you please tell us about your experience as a designer, artist, architect or creator?
Coming from a family of artists and designers, pursuing a career in design felt like a natural choice for me. Both of my parents are painters, and my sisters have design degrees, so creativity was always a central part of my upbringing. In 2005, I began my formal education in Graphic Design, earning a professional degree. That same year, I won my first design award, which was a pivotal moment that helped launch my career and solidified my passion for the field.
How did you become a designer?
Art and design have always been integral parts of my life. Growing up, I was immersed in creativity, constantly surrounded by artistic influences, attending exhibitions, and observing my sisters' work. This environment naturally led me to embrace design as a profession. What motivates me most about design is the opportunity it gives me to blend creativity with problem-solving. It’s a field where I can not only express my ideas but also create meaningful solutions that resonate with people.
What are your priorities, technique and style when designing?
Becoming a designer was a natural choice for me. Design has always been a part of my life, from the environment I grew up in to the people and experiences that shaped my perspective. I was constantly surrounded by creativity, which made pursuing design an inevitable and exciting path. It wasn’t something I was forced into—it simply felt like the most authentic way to express myself and contribute to the world.
Which emotions do you feel when designing?
My expertise lies in Branding and Editorial design, which are areas I deeply enjoy and where I can fully express my creativity. While I currently work extensively in digital design, my true passion remains in graphic design, especially in the tangible, impactful nature of print and identity systems. I wish to design more projects that allow me to blend creativity with strategic thinking, particularly in print and branding, where I can create memorable visual experiences that last.
What particular aspects of your background shaped you as a designer?
To become a design legend, young designers should focus on building a strong, diverse portfolio that showcases their creativity and versatility. In my role as Head of Design at Seegno, I’ve seen countless applications, and what truly stands out is a well-curated portfolio—often more than an impressive academic record. Take the initiative to create projects, even if they’re fictional, to demonstrate your range. Don’t be afraid to take risks, experiment, and, most importantly, gain hands-on experience. Consistently pushing yourself, learning from every project, and embracing both challenges and opportunities is key to growing as a designer.
What is your growth path? What are your future plans? What is your dream design project?
Consistency is key. A good designer may produce exceptional work occasionally, but a great designer consistently delivers high-quality results across all projects, regardless of the brief. Beyond technical skill, great designers demonstrate adaptability, a deep understanding of their audience, and the ability to balance creativity with strategy. They not only solve problems effectively but also inspire and elevate the vision of the brands they work with.
What are your advices to designers who are at the beginning of their career?
Good design is defined by how effectively it meets its intended purpose within a specific context, solving problems and delivering clear communication. A truly great design, however, goes beyond functionality—it is timeless, transcending trends to remain relevant and impactful over time. It evokes emotion, creates connections, and leaves a lasting impression, making it not just functional but memorable.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Good design is invaluable because it does much more than make things look appealing—it enhances brand recognition, solves complex problems, and clearly communicates purpose. It helps brands stand out in crowded markets, builds emotional connections with audiences, and fosters loyalty. Ultimately, investing in good design drives long-term success by creating meaningful, memorable, and effective experiences.
What is your day to day look like?
It might sound a bit "cliché," but I would truly love to work with Apple. Their dedication to innovation, minimalism, and design excellence aligns perfectly with my own design philosophy. Collaborating on a project with such an iconic brand would be both a creative challenge and an opportunity to contribute to a legacy of groundbreaking design.
How do you keep up with latest design trends? To what extent do design trends matter?
Beyond collaborating with a brand like Apple, one of my dream projects is designing wine labels and packaging. This would be an incredible opportunity to explore premium materials, intricate details, and tactile elements, creating a multisensory experience that elevates the product’s story. Combining creativity, craftsmanship, and the challenge of connecting with consumers on an emotional level makes this a dream project for any graphic designer.
How do you know if a product or project is well designed? How do you define good design?
Consistency is my secret ingredient. I believe in maintaining a unique signature across my work, ensuring that every project reflects a cohesive yet distinctive approach. Clients value this consistency, as it not only reinforces trust but also helps their brands stand out. Coupled with a deep commitment to understanding each client’s vision, this dedication to detail and authenticity has been key to my success.
How do you decide if your design is ready?
Sagmeister, Paul Rand, Jessica Walsh, Paula Scher, Peter Saville, and many others are among the masters who inspire me deeply. Each has their unique approach—whether it's Rand's timeless simplicity, Scher's bold typography, or Saville's iconic cultural resonance. Additionally, we’re witnessing a new generation of designers who are pushing boundaries and redefining the field. I truly believe we are living in an exceptional era for design, where creativity and innovation are more accessible and celebrated than ever before.
What is your biggest design work?
I deeply admire Sagmeister's work for Casa da Música in Porto, Portugal. His ability to create a dynamic and flexible design system inspired by the venue’s unique 3D architecture was groundbreaking. This approach not only showcased his innovative thinking but also demonstrated how a visual identity can seamlessly integrate with and amplify the essence of a physical space. It remains a powerful example of design's ability to bridge form, function, and emotion.
Who is your favourite designer?
My work for the International Photography Festival – Encontros da Imagem (2009–2013) stands out as a milestone in my career. This project was remarkable for its breadth and creative depth, allowing me to develop a cohesive visual identity, editorial catalogs, signage, communication materials, and all the festival’s graphic needs. Moreover, the direct collaboration with the artists added a unique dimension to the work, making it not only memorable but also one of the most significant pieces in my portfolio.
Would you tell us a bit about your lifestyle and culture?
To become a better designer, it’s important to stay inspired by your surroundings—whether through art, nature, or everyday experiences. Keep an open mind, remain humble, and always listen to your clients, as their feedback and needs are crucial. Even when you disagree, use your work to offer alternative perspectives and solutions. Personally, I’ve always strived to stay curious, continually learning and experimenting with new techniques. It's this balance of creativity, humility, and adaptability that has helped me grow as a designer.
Would you tell us more about your work culture and business philosophy?
If I hadn’t become a designer, I might have pursued something related to music and events. I’ve always had a deep appreciation for music, and the idea of combining creativity with live experiences—whether through event planning or production—has always intrigued me. The energy of live events and the connection they create between people would have been a natural extension of my creative passions.
What are your philanthropic contributions to society as a designer, artist and architect?
For me, design is the intentional creation of solutions that are functional, aesthetically pleasing, and user-centered, with the goal of solving problems and enhancing experiences. However, design goes beyond just meeting these practical needs—it should be meaningful, remarkable, and unique. As designers, we have the responsibility to infuse our work with purpose and authenticity. Without this, design risks becoming just another soulless, trendy, and overly simplistic creation, lost in the noise of fleeting trends.
What positive experiences you had when you attend the A’ Design Award?
My friends and family have been my biggest supporters, always encouraging me along the way. However, the real pillars in my journey were my teachers. I was fortunate to have had incredible mentors during my education who pushed me to go beyond my limits. They not only helped me believe in my potential as a designer but also instilled in me the discipline and drive to keep improving. Their guidance and belief in my abilities were instrumental in my success, and I’m incredibly grateful for their influence.

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