Sergi Passos

A man with glasses and a beard, wearing a beige blazer over a dark shirt, standing against a plain background.

Creative Strategist

  • A black circular sign with white border and text indicating age 25+.

    International & Local Brands Served

  • Black circular sign with white border displaying '15+' in large white font.

    Years Of Experience

  • White text on black background reading 84% inside a white circle.

    Client Pitch Success Rate

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    Software Skills Gained

A Little Bit About Me

Growing up as a culture kid in Johannesburg, I always sensed that my path would lead me into a creative field. What I didn’t anticipate was that this journey would see me collaborating with some of South Africa’s - and the world’s - leading corporates. It was during my university years that I fell in love with the intersection of design and strategy, discovering how deeply interconnected these disciplines are and the meaningful role they play in shaping businesses, products, and experiences.

As my career evolved, I quickly realised that strong design principles are not confined to traditionally “creative” industries. When applied intentionally, they can be integrated into almost any sector - from agriculture to banking. Design thinking, to me, is not about polishing the final output - it’s a system of thinking embedded from the very beginning. It’s about solving real problems, communicating with clarity, and ultimately creating better outcomes for both businesses and the people they serve.

As a design thinker, I’d be remiss not to acknowledge the pioneers at IDEO, whose methodologies and principles have strongly influenced my approach. Their human-centred frameworks continue to shape how I engage with projects, partnerships, and organisations - always balancing empathy, innovation, and business strategy.

ⓢ

After a fulfilling entrepreneurial chapter, I’ve recently transitioned into a new era of corporate collaboration. I am currently open to work and actively seeking opportunities both locally and internationally, where I can contribute strategic thinking, creative leadership, and human-centred problem solving at scale.

  • Black and white map showing the United States with state borders, major cities, and highways.
  • Vivo logo in blue text on a white background.
  • Logo with the text 'IBF, International Biology Foundation: Let's make biological sciences accessible to all' and a stylized DNA double helix graphic.
  • Logo of The Thinking Clinic with black text on a transparent background.
  • Green and black logo with a stylized plant inside a bag shape and the text "BATCH MADE TO GROW."
  • Vega School logo with a purple star-shaped symbol and the words "Vega School" in purple text.
  • Absa logo with black background and red circular design element.
  • Red angular blocks arranged in a stepped pattern.
  • An ornate, vintage-style label with a black background and a gold decorative border, designed for a bakery sign or product label.
  • Nutribullet logo in black and gray
  • Bosch logo with a stylized H inside a circle on the left and the word 'BOSCH' in bold red letters on a black background.
  • The logo of Standard Bank featuring a shield with stylized waves and the bank's name in blue text.
  • Circular logo with a light blue background and dark blue text that reads "Ice Cream. Paul’s. Homemade." Surrounding a stylized ice cream cone illustration.
  • Close-up of the black text logo 'Uber' with white outline.
  • Circular logo with the words 'S I M O N AND MARY' surrounding a small house icon.
  • Text reads 'SUPERBALIST' in black capital letters on a white background.
  • KFC logo featuring Colonel Sanders' face and the red and white lettering of 'KFC' on a black background.
  • The word 'Ogilvy' in large red letters.
  • Black and white logo with a large black letter 'B' and a smaller white letter 'E' inside it, followed by a period.
  • The label of Amstel Lager beer. The logo features a gold circular border with the words "Premium Lager. Brewed to the Amstel Tradition". A blue shield with two white lions and the letter "A" is at the top. The center has the text "1870 AMSTEL LAGER" with a red background behind "LAGER".
  • Castle Lite logo with a blue snowflake and a green banner reading 'LITE' and a red banner reading 'CASTLE'.
  • Logo with the text "SAB MILLER" in black and tan colors.
  • Colorful digital graphic with spiral shapes and a black rectangle at the top, featuring large black text that reads 'Welcome'.
  • PepsiCo logo with stylized leaf and globe design

Skills & Tools

  • I lead ideas from concept to execution, ensuring work is impactful and on-brand. I guide teams to deliver creative that is cohesive, intentional, and visually strong.

  • I define brand positioning, purpose, and voice that clearly differentiates businesses. My work aligns human insight with strategic clarity to build memorable brands.

  • I create marketing plans that connect the right message to the right audience. My strategies are insight-driven, measurable, and designed to drive growth.

  • I translate complex AI outputs into clear, human-centered communication. I ensure technology-driven ideas feel relatable, intuitive, and aligned to real audience needs.

Grid of logos from various software and service companies, including Adobe InDesign, Photoshop, Illustrator, Optimizely, Showpad, SproutSocial, Ceros, Dropbox, Squarespace, Office, Xero, and a knot-like abstract logo, all on a black background.

  • I streamline processes, optimise workflows, and support teams to work efficiently. I ensure consistent, high-quality output across all creative work.

  • I develop smart, insight-led ideas that solve problems and unlock opportunities. My concepts are creative, relevant, and strategically grounded.

  • I oversee digital platforms, content, and analytics to ensure strong performance. I optimise channels and maintain a cohesive, engaging digital presence.

  • I unite diverse teams, stakeholders, and partners around shared goals. I facilitate strong communication, balanced decision-making, and seamless collaboration from concept to completion.

Case Studies

A few of my recent favorites

Close-up of a red berry (likely a strawberry) with water droplets on its surface.

Corteva South Africa

Serving an innovative agricultural brand through farmer-centric communication.

View Project

Close-up of fresh, ripe orange kiwifruit, showing their juicy, textured skin with the Pioneer brand logo overlayed.

Pioneer Seeds South Africa

Serving a proud agricultural heritage brand through digital innovation.

View Project

Close-up of green leaf with visible veins, overlaid with white text and logo for Corteva Agriscience Biologicals.

Corteva Biologicals Global

Serving an international agricultural brand through social media optimization.

View Project

A man sitting at a desk with a laptop, writing in a notebook in a well-lit room.

Career Timeline

My career spans over a 15 year journey and includes 3 formative periods that I have called Educational, Developmental & Entrepreneurial. Each allowing me the fortunate privilege to work with impressive brands, partners and teams.

2019 – 2025

Entrepreneurial Period

Minimalist indoor display with five potted plants on a circular wooden platform, set against a neutral background with soft sunlight and a round mirror.

Co-Founder & Head Of Operations at ID8 Collab

I co-led a resource-based marketing agency that specialised in brand development, marketing strategy and multiplatform communication implementation. We also focused on digital platform development and management that included mobile apps and platforms for internal streamline resource sharing.

Key areas of focus included collaborative strategy development, creative direction for all key touch points, overseeing multiple creative teams and managing projects. These projects included brand development and implementation, social media and web development and management, tactical campaign development and implementation as well as adhoc design executions and digital platform management.

The logo of ID8 Colab with a red rounded rectangle and the text 'ID8' inside, followed by the word 'Colab' in purple.
  • A blue and black logo with a stylized letter 'E' and a black underline.
  • The Disney logo
  • Logo of Pioneer Seeds.
  • Logo of The Think Clinic in black outline text on a transparent background.
  • Logo for the company 'biologics' with a stylized blue and green symbol resembling a DNA strand.
  • Vivo logo in blue text with an accent mark above the 'i'.

2016 – 2018

Developmental Period

Minimalist decorative arrangement with pastel-colored art pieces, a glass of water, and a pink flower in a striped pot against a light blue background.

  • Ideation Facilitator

    Standard Bank

    Co-lead a Design Thinking workshop with the CIB team inspiring corporate strategists to think more empathetically, creatively and tap into their inner innovator.

  • Senior Graphic Designer

    Atomic Marketing

    Lead the design team working on campaign development and design execution for Bosch,  Nutribullet & Häagen-Dazs.

  • Freelance Graphic Designer

    YFM

    Collaborated with the internal marketing team to create digital content, Adhoc experiential design and brand activation projects.

  • Brand Workshop Facilitator

    ABSA

    Co-lead a CSR initiative workshop for underprivileged women for a Women's Day campaign with a focus on brand building, creative problem solving and business start up strategies.

2011 – 2015

Educational Period

A minimalist artistic scene with a pink arch, white circular platform, and large rocks with green and white surfaces against a light green background.

  • Graduate

    Vega School of Advertising with a BA in Visual Communication’s and a BA Honors in Brand Leadership.

    During my studies I took a special interest in the intersections of brand design and strategy - how creative execution works with business strategy and how design thinking shapes innovation. We were also afforded the opportunity to work on real-life briefs for brands like Pepsi Co &  Grant Thronton.

  • Intern

    Ogilvey Johannesburg

    Special focus on design shadowing for the KFC account.

    Between 10 and 5

    Special focus on office admin, digital publishing & basic design execution.

  • Freelance Art Director

    Uber

    Focused on creative direction of a video campaign for Ice Cream Day in collaboration with Pauls Homemade Ice Cream.

  • Think Tank Ideator

    Castle Light & Amstel Gold

    Workshop included industry leaders from multiple agencies and key decision makers from SAB collaborating through a design thinking process to upgrade their packaging innovations. Organized through Vega.

    Exclusive Books

    Workshop included key top students from Vega and the creative team from Exclusive Books collaborating on brand innovations and customer centric strategies.

  • Freelance Graphic Designer

    JANA + KOOS

    Focused on design layouts, brand identity development, graphic pattern development and multiplatform design implementation. Clients included Superbalist & Simon & Mary.

    A Popular Bunch

    Focused on experiential design and event touch point design with a focus on Pop Up retail. Clients included Hendricks Gin & Sandton City.

  • The Disney logo
  • The Vivo logo in blue font on a white background.
  • Logo of the CDC with the word 'biologicals' in blue text.
  • Logo for The Thinc Clinic with stylized black lettering on a transparent background.
  • Logo of Pioneer Seeds.
  • Logo of Vega School featuring an abstract star-like symbol and the text 'Vega School' beneath it.
  • Absa logo with red circle and text
  • Pixelated red and white shapes with a small orange rectangle on the upper right side.
  • Vintage ornate chalkboard sign with empty space for text, decorative border, and a brown ribbon at the top.
  • Nutribullet logo in black and gray text
  • Bosch logo with a black background, featuring a silver circular emblem with an H in the center, and the word 'BOSCH' in bold red letters.
  • Logo of Standard Bank featuring a stylized shield with a flag graphic and the words 'Standard Bank' in blue text.
  • A circular logo with a light blue background, featuring the text "Ice Cream. Paul’s. Homemade." in dark blue around the perimeter, and a stylized ice cream cone with a swirl in the center.
  • The word 'Uber' in large stylized font.
  • Gold-colored text reads 'BE DIFFERENT' with a black background.
  • Circle logo with the text 'S I M O N AND M A R Y' arranged around the edge and a small image of a hat in the center.
  • The word 'SUPERBALIST' written in bold, black capital letters on a white background.
  • KFC logo featuring Colonel Sanders' face and red and black text.
  • The word "Ogilvy" written in large red letters on a white background.
  • Black and white logo with a bold black letter 'B' and a small period.
  • A circular beer label with a gold border, featuring the Amstel Lager logo, which includes two lions and a shield at the top. The label has black and white text, with the word 'LAGER' in white on a red background.
  • Castle Lite logo with a stylized snowflake and a blue castle icon.
  • Logo with the words "SAB MULLER" inside a rounded rectangle in beige color.
  • Graphical illustration of a digital microscope with a purple background, magnifying a blue sheet of paper
  • PepsiCo logo with a stylized flower design in orange, blue, green, and white, next to the word 'PepsiCo' in bold blue lettering.

Let’s Collaborate.

Pop me an email or give me a follow - this could be the start of something special!

DOWNLOAD MY CV