Visit Porto Rocha: “Attendance at the studio is entirely optional.”

Leo Porto: Porto Rocha is a strategy and design agency. Most of our work focuses on brand strategy and brand identity design. Depending on the project, that can also extend to campaigns, books, or events, but branding is really at the core of what we do.

Felipe Rocha: We like to think of ourselves as working at the intersection of design, culture, and business. We don’t specialize in one industry, we’re interested in great challenges, whether they're in technology, entertainment, hospitality, or music. What excites us is working with ambitious clients and constantly learning something new.

FR: Someone who values design and is willing to collaborate. Great work only happens when both sides are fully invested.

LP: We also look for clients who see design as a strategic tool, not just something that makes things look good. The most exciting projects are the ones where design can genuinely transform a business.

FR: Every project is different, but we always start by understanding the problem. Before we think about design, we spend time identifying what makes the client or the challenge unique.

LP: That strategic phase is essential because it gives everyone a clear direction. Creativity can, and should, be messy, but we need clear objectives. Every design decision has to answer one question: does it solve the problem?

FR: Exactly. Strategy gives us a north star, but it shouldn’t prescribe the design solution. We want the freedom to explore different ways of solving the same problem.

LP: We always say we don’t have a style, although people keep telling us we do. I think what connects our work is intentionality. If something is bold, it’s deliberately bold. If it’s minimal, it’s intentionally minimal. We don’t settle somewhere in between.

FR: People often ask how we convince clients to approve something as simple as a square for a logo [for the Sundance Film Festival]. But the square isn’t just a square. It only works because every element, the typography, photography, messaging, and system, is working together. That’s what creates a strong identity.

LP: Execution is becoming more accessible. What will really make the difference is the thinking behind the work, the intentionality. That’s where we want to keep focusing.

LP: Not really. We grew organically because demand kept increasing. We never set growth itself as a goal. Our focus has always been on doing great work with great people.

FR: Neither of us comes from a business background. Sometimes we make decisions that aren’t the most obvious financially, but they feel right for the studio and the kind of company we want to build.

LP: Completely. Every stage brings different challenges. When we were a small team, we were designing until three in the morning. That wasn’t sustainable. Today the challenges are completely different, building structure, supporting the team, and making sure the business keeps moving forward.

LP: Very difficult. As designers, we’re naturally perfectionists. I had to learn not to jump in and finish everything myself. Now the most rewarding part is seeing people who joined as junior designers grow into leadership roles.

FR: That only works because we’ve built a team we genuinely trust. Everyone understands the vision and shares the same standards.

LP: The first thing we look for is chemistry. We want people who are collaborative and who genuinely enjoy working together. Talent matters, but so does the way someone fits into the team.

FR: That’s why we often start with a freelance project or a trial period. It’s the best way for both sides to see whether it’s the right fit.

And what do you personally look for in an interview?

FR: If someone’s answers feel too polished or rehearsed, I’m usually a bit skeptical. I prefer people who are spontaneous. You learn much more about someone that way.