When Paula Borochovicius reached out to us from Mexico City, she wanted a logo and visual identity for her new Instagram. As a Brazilian expat who has lived in 7 countries across 4 continents, she was looking for something that reflected both her personality and her life of constant reinvention.

We drew inspiration from her nickname “Boro” (a shorter version of her last name) and created a logo that is light, fun, and trustworthy. The design is based on location pins, arranged into a flower that also resembles a pinwheel—symbols of movement, change, and growth.

Each petal is a pin shaped into the letter “P” for Paula, making the design personal and instantly recognizable.

And so, Bora, by Paula Boro was born.