A DIFFERENT WAY IN.
A few projects. The decisions behind them. Follow what catches your eye.
A DIFFERENT POINT OF VIEW.
01 / WHAT I SEE · WARNER / DC
Rebuilding an entire title in another alphabet. Keeping the original character. Making every Hebrew letter readable.
The words had to change. The personality had to stay. Every serif, every proportion, every letter had to belong to the same film.
01 / THE CHALLENGE
The original logo had a very specific personality. My task was to rebuild the entire title in Hebrew, adapting the letterforms without losing the characteristics that made it recognisable.
That meant working on the shape of the letters themselves, while keeping the title legible in a different alphabet.
02 / REBUILDING THE LETTERFORMS
The serifs were central to the original logo’s identity. Reconstructing the title took substantial work: those details had to become part of the Hebrew letters, while respecting their shapes.
The close-ups show the relationship between the original lettering and the finished adaptation.
03 / LEGIBILITY
The challenge was to preserve the original characteristics and still make the Hebrew title readable. Each letter had to work as part of the logo and remain recognisable within its own alphabet.
These studies show the letterform differences considered during the adaptation.
04 / GRAPHIC EFFECTS
After rebuilding the lettering, I applied the graphic effects. The red letters, heavy black outline and distressed marks bring the adapted title into the visual world of the original.
05 / THE RESULT
Now compare the original title with the finished Hebrew adaptation.
Drag the circle across the image to compare. Use arrow keys when focused.
Custom Hebrew lettering and graphic effects / Marcelo Mordoch / Zivlin, August 2020.
SEE THE WARNER / DC COLLECTION ↗NEXT / THE BATMAN · HEBREW TITLE ADAPTATION
After The Suicide Squad’s heavy serifs, another typographic challenge: adapting The Batman’s tall, condensed title to Hebrew through proportion and spacing.
01 / THE TYPOGRAPHIC LANGUAGE
The task was to adapt the typography to Hebrew, adjusting spacing and proportion while preserving the original title’s visual character.
Different letterforms need different decisions. The goal was a readable Hebrew title with the same condensed, imposing presence.
02 / PROPORTION
Adapting the title meant considering the proportions of the Hebrew letters and the shape they create together. Width and height affect both the reading and the overall silhouette.
The presentation brings the letterforms and proportion study together so those relationships can be seen side by side.
03 / SPACING
The spaces between the letters are part of the title’s identity. Adjusting them helps the word read as a single visual unit, while keeping the Hebrew legible.
This view places the spacing study alongside the finished title.
04 / COMPARE THE TITLES
Move the circle across the image to compare the supplied English reference with the finished Hebrew application.
Drag across the image. On the keyboard, use arrow keys, Home or End.
Typographic adaptation, spacing and proportion / Marcelo Mordoch / Zivlin, September 2020.
SEE THE WARNER / DC COLLECTION ↗02 / HOW I THINK · BIKE CITY TOUR
A personal app concept that connects cycling, local discovery and a community. I developed the concept, identity, UX and UI myself.
01 / THE STARTING POINT
The idea grew from my own bicycle rides. The app brings places, personal interests and cycling into the same experience: find somewhere worth noticing, then take the discovery outside.
This was a self-initiated project. The identity and interface were designed as parts of the same product.
02 / FOLLOW THE PRODUCT LOGIC
Choose a stage. See the screen and the role it plays in the journey.
Discover a place. Choose what interests you. See how it becomes a ride.
Destinations and local places give the ride a purpose before a route is chosen.
Explore selected screens / Original 2019 interface
DISCOVER / Destinations and local places
03 / AFTER THE RIDE
The product extends beyond the route. Saved places hold personal discoveries, the activity feed brings in the community, and rewards add another reason to explore.
Keep places you want to revisit and share.
04 / SEE IT IN MOTION
Original 2019 interface / App concept
Concept, identity, UX and UI by Marcelo Mordoch. Personal project, 2019.
SEE THE COMPLETE PRODUCT ↗03 / HOW I MOVE · MENTAL MARKETING
Campaign assets become a sequence: an opening, a message and an invitation to act. Selected motion executions for B3 / HUB3, Mercato and C6.
01 / THE EXECUTION
These pieces bring campaign elements into time. The work shown here is my animation and motion execution through Mental Marketing.
HUB3 presents an app and its benefits. Mercato promotes a summer offer. C6 Auto communicates a financing event. Each piece has its own message to carry through the sequence.
02 / READ THE SEQUENCE · HUB3
Look at three selected moments from the animation. The message moves from introducing the app, to a benefit, to the download invitation.
Introduce HUB3 and the investment app proposition.
03 / WATCH THE WORK
Choose a campaign. Switch between a selected still and the complete animation.
HUB3 / App message, benefit and call to action / February 2024
04 / B3 · HTML5 / GIF
The B3 banner connects a recognisable image with the campaign message and a call to action. This execution is presented in its supplied GIF format.
B3 and HUB3 are grouped here under the same company, with their individual executions shown separately.
Mental Marketing / February 2024 / HTML5 and GIF production
Motion execution for Mental Marketing. HUB3 and B3: February 2024. Mercato: January 2024. C6 Auto: March 2023.
SEE B3 / HUB3 ↗04 / HOW I LEARN · TOMIGO
The animation had limited reach. Looking back, I would approach its visual language differently. There is still something worth keeping — and something worth learning.
01 / THE CONTEXT
The product launched. Tomigo was selected by Startup Nation and received investment. This animation was part of communicating what the company does.
It did not reach a large audience. The reflection here is about the animation’s reach and tone.
02 / MY RETROSPECTIVE
Choose a lens for looking at the original piece. These are my reflections today.
It still communicates what the company does.
03 / THE EXPERIENCE WAS WORTH IT
It wasn’t a blockbuster. It feels too childish for a serious subject. Today, I would choose a more mature visual language and keep the explanation clear.
The experience was worth it.
Looking back helps me see both what communicates and what I would change. That is the value I take from this project.
Animation by Marcelo Mordoch. Retrospective based on my assessment of the original piece.
BACK TO SELECTED WORK ↗05 / FOLLOW YOUR CURIOSITY · CITY CONCEPTS
Two self-initiated concepts that start with the city. Google Maps invites a detour. Spotify invites a different way to listen.
01 / GOOGLE MAPS · THE IDEA
The fastest route isn’t always the most interesting one. Beautiful Detour imagines an alternative: reach the same destination while discovering independent cafés, bookshops and unexpected places.
The route becomes an invitation to notice the city. The key visuals turn that idea into a visible path towards a local discovery.
02 / TRY THE BEAUTIFUL DETOUR
Change the route. Reveal the stops. Click a stop to explore its campaign visual.
Same destination.
A different way to get there.
The destination is all you see.
TAKE THE BEAUTIFUL DETOUR ↗CONCEPT DEMO / ILLUSTRATIVE ROUTE
A COFFEE WORTH THE DETOUR.
An independent café becomes part of the journey.
03 / FROM CAMPAIGN TO FEATURE
The concept continues inside an imagined route flow: choose Beautiful Detour, adjust how far you want to wander, and add a local stop.
This connects the campaign promise to a possible product experience. The interface and route data shown are illustrative.
04 / SPOTIFY · THE COMPLETE CONCEPT
Every neighbourhood has a beat. Find yours. A self-initiated campaign concept that connects personal listening to the places around us.
THE CAMPAIGN / TWO KEY VISUALS
Portraits put the listener at the centre of the idea. Urban textures, colour and the city map connect that personal moment to São Paulo.
Both key visuals share the same invitation: listen to your city. The neighbourhood executions bring that invitation to a specific place.
LISTEN TO YOUR CITY. IT’S IN YOUR VEINS.
05 / CONTEXTUAL OUT-OF-HOME
The Spotify concept starts with another question: what does this neighbourhood sound like? Local imagery, neighbourhood-specific artwork and playlists turn a place into an invitation to listen.
The proposed outdoor pieces connect the neighbourhood to a playlist through a QR code.
Liberdade’s lanterns and red-and-yellow palette make the location part of the invitation.
EXPLORE THE SPOTIFY CONCEPT ↗
06 / FROM THE STREET TO YOUR HEADPHONES
The campaign imagines a path from a neighbourhood’s outdoor piece to its playlist. The app mockup makes that connection visible, using the city map as a way into local listening.
The proposed QR entry connects the outdoor piece to the neighbourhood’s listening experience.
Self-initiated concept / AI-assisted imagery and app mockup. Illustrative interface and map.
Google Maps and Spotify / Independent portfolio concepts, 2026.
EXPLORE GET LOST ↗ENOUGH ABOUT ME. / LET’S TALK
A new idea. A different challenge.
A good conversation starts here.