Baralho de Vieses
I created the identity and illustrated 110+ cards for a cognitive bias deck that makes the subject visual and collectible. It also became a sales hit.
Results
Revenue estimated from sales figures reported by the internal team.
Context
Baralho de Vieses ("Deck of Biases") is a physical product that brings together psychology, strategy and illustration: each card presents one cognitive bias in a clear, memorable way. It's made for product and marketing teams, educators and anyone curious.
The challenge
Cognitive biases are dense material, pure psychology. The challenge was to translate that content into an experience that felt accessible and visually appealing, with the potential to become a desirable, collectible product.
What I did
- Created the deck's visual identity, from the character to the color system.
- Illustrated 110+ cards from scratch, communicating each bias clearly and memorably.
- Designed the website, built around the content and the path to purchase.
- Led the art direction for the packaging and materials, from print to web.
An illustrated character instead of academic language.
The subject is dense: books on it sell on reputation, not packaging. A deck in the traditional format (black text, serious tone) would have worked, but it would have been just one more.
I chose an illustrated character as the common thread. Humor and personality turn each card into a memorable scene, and the product became desirable: collectible, worthy of a spot on your desk.
The trade-off: losing the ultra-conservative audience that expects a "serious" design. It more than paid off: 10k+ units sold and adoption by Itaú, Heineken, Senac and Willbank.
“The biggest marketing move of my career.”
Richard Jesus
Creator of Baralho de Vieses
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