About
I start with the problem.
I’m Hemerson Dazilio, a strategic designer in London. Before any design work, I investigate the market and the business to find the brand’s real problem.
Photo: Hemerson Dazilio.
Where I come from
From behind the scenes of a business to design.
Before design, I worked in accounting. That’s where I learned how a business works from the inside: the management, the numbers, the decisions nobody sees from outside.
I’m Brazilian, and when I moved to Europe I couldn’t continue in that profession. Design, which until then had been a hobby, became my path. I studied Design and, in my final project, found what interests me most: researching, understanding the problem, looking at the audience and the competitors, and only then defining the strategy and the concept.
I’ve always paid attention to how things are presented, in museums, exhibitions and brands, and to how that changes the experience of the person on the other side. Today I do that with brands.
Education: Design · Méliès · 2025
What I bring
Business sense and order in complexity.
Business sense
To me, a brand is part of the business. My experience behind the scenes of a company helps me connect every brand decision to what happens inside it.
Order in complexity
Messy brands usually have several problems at once. My job is to separate symptom from cause and turn it all into priorities (what comes now, next and later) and one single next step.
How I decide
Evidence over ego.
- I decide with evidence. When there’s no data, I treat the idea as a hypothesis and investigate before claiming anything.
- First I look for what’s already true about the brand but isn’t being communicated. If it exists, I fix the communication before creating anything new.
- With businesses that already work, I keep what works.
- I look for solutions, not someone to blame.
- I decide together with the client, with arguments and evidence.
- I don’t leave the client until we find a direction.
The problem comes before the form.
If your brand doesn’t say what it should, let’s talk.
See the cases