With over 3 million subscribers on YouTube, Diva Depressão is one of the most influential and beloved digital channels in Brazil. In 2025, the channel celebrates 10 years of bringing humor, pop culture, and sharp irreverence to a loyal and highly engaged audience, led by the charismatic duo Edu and Fih.
We were invited to develop a new visual identity for this important new phase — a symbolic moment of renewal that needed to keep the channel’s irreverent essence while expanding its visual universe. Diva Depressão is also part of DiaTV’s lineup, a streaming platform whose identity was also created by our studio.
Our starting point was the Diva aesthetic itself: bold, humorous, sparkling, and proudly tacky. From this, we created the concept of a “Fabulous Kitsch Universe” — where excess becomes a visual language, and “tacky with pride” is embraced as a political and emotional gesture. A system that turns the popular into iconography, the outrageous into affection, and irony into creative power.
The identity was built as a flexible, multifaceted system without a single fixed logo. We designed a brand family that adapts and mixes freely, allowing for a vibrant and dynamic visual presence that stays true to the channel’s personality.
In addition to the main brand, we created the identity for the Divã da Diva podcast and visuals for exclusive content like the Para Íntimos segment, made for subscribers. We also developed the channel’s opening title — just over 10 seconds of animation that capture the spirit of this new identity in motion. The animation was brought to life by the talented team at Estúdio Tei.
Designing a visual identity for a content creator brings unique challenges. And when it involves two creators, like Edu and Fih, the responsibility is even greater. It’s not just about building a brand, but about translating voices, timing, gestures, and the nuances of two distinct personalities with an established presence. The identity needs to grow with them, staying expressive, true, and connected to the audience. We’ve been fans of Diva for a long time, and being part of this new chapter wasn’t just a project — it was a privilege.
