Apple TV – Rebrand
A clean visual system developed over two years, contributing to the evolution of one of the world’s leading streaming platforms.
Apple TV had a recognition problem. People watched the shows and films. They didn't always remember where they came from. As households cut back on streaming services, Apple TV had to fight for its spot in the lineup. The ambition was to build a brand as cinematic as the shows and films that follow it, a badge of intent, not just an identity. The insight: white and black contain all colors. A bold palette, paired with glass, cinematic motion, and confident typography, created an identity with the weight to do that. Apple TV still stands for quality. It's just done whispering about it.
Hermes Miranda worked across the full scope of the rebrand with Media Arts Lab Team, helping to define the visual system that supports Apple TV globally. The work included the development of layouts, prototypes, and visual concepts, as well as the expansion of the platform’s visual expression across multiple digital platforms. A key focus was building a cohesive and scalable system, where typography, composition, and motion work together to create a consistent experience.R: Graphic Design, Art Direction, Concept and Design System, Guidelines
Apple Immersive – Man Vs Beast
Man vs Beast is a project developed at Media Arts Lab, where Hermes Miranda contributed to the creation of a custom typographic system designed for an augmented reality experience on Apple Vision Pro. The project explores the intersection between narrative, technology, and visual expression, using typography as a central element to shape the immersive experience.
Beyond the AR environment, the work extended into the development of the film’s visual identity, including bespoke lettering, poster design, 3D concept explorations, and editorial composition. Each component was crafted to operate cohesively within a broader system, ensuring consistency across both physical and digital touchpoints. The result is a visually driven project where typography and spatial design come together to enhance storytelling and expand the boundaries of cinematic experience.
R: Graphic Design, Art Direction
Os Garotin – FDJ
Os Garotin’s new album, Força da Juventude (FDJ), is a sonic ode to Brazilian culture and the art of improvisation. To translate this spirit into a visual landscape, the design looks directly to the streets, embracing the aesthetics of improvisation and transforming overlooked details of everyday life into a rich graphic tapestry.
R: Graphic Design, Art Direction, Typography, Creative Direction
Cine Brasília
Cine Brasília: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
R: Graphic Design, Art Direction
Asapark
Asapark: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
R: Graphic Design, Art Direction
Apple Pay – Global Rebranding
Apple Pay – Global Rebranding: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
R: Graphic Design, Art Direction
Netflix & Havaianas – Golzinhos
Netflix & Havaianas – Golzinhos: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
R: Graphic Design, Art Direction
Paz Energy Drink
Paz Energy Drink: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
R: Graphic Design, Art Direction
A Critter Carol
A Critter Carol” is Apple’s holiday film about friendship and creativity, released at a moment when brands were racing to show what AI could generate. Instead of joining that arms race, Apple asked a simpler, harder question: if you put the right tools in the right hands, how far can human craft go? In a fully handmade woodland world, felted puppets use the iPhone 17 Pro as their camera, with the device serving as a quiet tool that lets human creativity shine. Every frame was built and filmed by hand. Felted puppets, practical sets, carved wooden typography. A love letter to human creativity, shot entirely on iPhone 17 Pro.
Hermes Miranda
is a Brazilian Creative Director and designer working across branding, culture, and visual systems, recognized for a practice that balances strategy and visual narratives. His experience has been shaped through collaborations with leading global studios and agencies, including AKQA Casa, Apple @TBWA\Media Arts Lab, &Walsh, and Koto Studio, contributing to projects that move culture forward. His work has been recognized at major international festivals such as Cannes Lions (GP in Design), D&AD, ADC, Clio Awards, DIELINE and he has also been named Latin American Young Talent and a finalist at the Young Guns, reflecting his growing impact within the global creative landscape, now he leads TOTTTAL Studio as a founder and Creative Director.
A clean visual system developed over two years, contributing to the evolution of one of the world’s leading streaming platforms.
Apple TV had a recognition problem. People watched the shows and films. They didn't always remember where they came from. As households cut back on streaming services, Apple TV had to fight for its spot in the lineup. The ambition was to build a brand as cinematic as the shows and films that follow it, a badge of intent, not just an identity. The insight: white and black contain all colors. A bold palette, paired with glass, cinematic motion, and confident typography, created an identity with the weight to do that. Apple TV still stands for quality. It's just done whispering about it.
Hermes Miranda worked across the full scope of the rebrand with Media Arts Lab Team, helping to define the visual system that supports Apple TV globally. The work included the development of layouts, prototypes, and visual concepts, as well as the expansion of the platform’s visual expression across multiple digital platforms. A key focus was building a cohesive and scalable system, where typography, composition, and motion work together to create a consistent experience.Man vs Beast is a project developed at Media Arts Lab, where Hermes Miranda contributed to the creation of a custom typographic system designed for an augmented reality experience on Apple Vision Pro. The project explores the intersection between narrative, technology, and visual expression, using typography as a central element to shape the immersive experience.
Beyond the AR environment, the work extended into the development of the film’s visual identity, including bespoke lettering, poster design, 3D concept explorations, and editorial composition. Each component was crafted to operate cohesively within a broader system, ensuring consistency across both physical and digital touchpoints. The result is a visually driven project where typography and spatial design come together to enhance storytelling and expand the boundaries of cinematic experience.
Os Garotin’s new album, Força da Juventude (FDJ), is a sonic ode to Brazilian culture and the art of improvisation. To translate this spirit into a visual landscape, the design looks directly to the streets, embracing the aesthetics of improvisation and transforming overlooked details of everyday life into a rich graphic tapestry.
Cine Brasília: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
Asapark: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
Apple Pay – Global Rebranding: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
Netflix & Havaianas – Golzinhos: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
Paz Energy Drink: the name and the cover come from the Grid view in Figma; this text is a placeholder until the case comes in.
A Critter Carol” is Apple’s holiday film about friendship and creativity, released at a moment when brands were racing to show what AI could generate. Instead of joining that arms race, Apple asked a simpler, harder question: if you put the right tools in the right hands, how far can human craft go? In a fully handmade woodland world, felted puppets use the iPhone 17 Pro as their camera, with the device serving as a quiet tool that lets human creativity shine. Every frame was built and filmed by hand. Felted puppets, practical sets, carved wooden typography. A love letter to human creativity, shot entirely on iPhone 17 Pro.