Daily Inspiration: Meet Marcela Bacelo Goncalves

Today we’d like to introduce you to Marcela Bacelo Goncalves.

Hi Marcela, we’d love for you to start by introducing yourself.
From a very young age, I knew I wanted to work with creation. I grew up in Brazil, surrounded by visual and cultural influences that made me fall in love with the idea of turning concepts into images, brands, and experiences. After starting my career in Brazilian agencies, I decided to challenge myself and take my work to an international level — that decision led me to New York.
I studied Design at the School of Visual Arts (SVA), one of the most renowned institutions in the United States, where I was honored to receive the Sillas Rhode Scholarship — one of the school’s most prestigious awards. That moment was a turning point and opened the doors for me to build the international career I had always dreamed of.
During my time in New York, I worked at Roc Nation, the company founded by Jay-Z, as a Design and Marketing Art Resident. There, I had the chance to collaborate on campaigns and productions for artists like Alicia Keys and Megan Thee Stallion — experiences that helped me understand the power of design in shaping culture and identity.
Later, I joined Paper Planes, the urban fashion brand co-created by Jay-Z and Emory Jones. It was an intense period of growth, where I worked on everything from product development to campaign visuals. That experience taught me the essence of branding — how to transform ideas into visual identities and lead creative teams with purpose and diversity.
Today, at 24, I live in Miami and serve as the Art Director at Everlast, an iconic global brand with a powerful legacy. My work continues to evolve as I explore the intersections of fashion, storytelling, and identity — always rooted in the belief that creativity has no borders.
Even though my journey hasn’t yet arrived in Los Angeles, I see my career as something that transcends geography. My story isn’t built in just one city — it’s a reflection of being an international creative, of exploring different places within the U.S., and of embracing every culture and opportunity along the way. I believe that success isn’t about where you are, but about how open you are to learning from every experience.
I hope my path can inspire other immigrants, especially women, to believe that there is space for everyone — that their voices, perspectives, and dreams matter. Because no matter where you come from, creativity is a universal language, and there’s room for all of us to create, connect, and belong

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all — and I think that’s what makes the journey meaningful. One of the biggest challenges for me has been learning how to be taken seriously in a professional environment while speaking with an accent. There are moments when I make small mistakes in English, and I can sense that people might underestimate me because of it. That used to make me insecure, but over time, I’ve learned to let my work speak louder than my words. Visual communication became my strongest language — it’s how I connect, express, and prove myself.
Another big challenge has been navigating the legal and immigration process. As a foreign professional, there are constant barriers and extra steps to prove your value and legitimacy in order to stay and work in the U.S. It can be exhausting, but it’s also pushed me to keep improving, to stay focused, and to never take any opportunity for granted.
And on a more personal level, being the only person from my family living in the U.S. has been one of the hardest parts. It means not having that everyday support system — the comfort of family close by — while trying to build a life and career in a completely different country. But it’s also made me stronger, more resilient, and even more certain of why I’m here and what I want to achieve.

Can you tell our readers more about what you do and what you think sets you apart from others?
As an Art Director, my main responsibility is to be the guardian of a brand’s visual language — to ensure that everything created visually represents its values, beliefs, and personality with integrity and intention. At Everlast, my current focus has been on evolving the brand’s creative direction to be more inclusive and representative, especially toward women in boxing. I want every campaign, every piece of design, to reflect the diversity, strength, and empowerment that the brand stands for.
What sets me apart is my grit and drive. I’m deeply committed to what I do — always present, always ready to collaborate, and always pushing for excellence. I believe that creativity is not just about talent, but about consistency, discipline, and curiosity.
Over the years, I’ve developed a strong visual point of view — one that blends boldness, emotion, and clarity. I’m very intentional about the references I bring into my work, making sure that my taste and perspective can be adapted to different brands while still maintaining authenticity. That balance between flexibility and identity is something I’m truly proud of.

Who else deserves credit in your story?
At Roc Nation, I was very lucky to have two mentors who made a huge impact on my growth: Azia Javier and Irwan Allawdin. They not only gave me the opportunity to extend my stay there but also taught me how to position myself creatively and build a strong creative system — lessons that continue to guide me in every project I take on.
I’m also deeply grateful to Ronnie DeMichel, who gave me my very first job in the U.S. I still remember how easy and kind that interview felt. He was so understanding of my visa situation and chose to give me a chance — that opportunity truly opened the door to everything that came afterward.
At Everlast, I’ve had the privilege of working under John DeGuzman, our VP of Creative, who’s been an incredible mentor. He’s taught me so much about how to grow as a professional, how to find my voice as a leader, and how to balance creative expression with strategic direction. His trust and support have allowed me to fully express myself as an artist.
During my time at the School of Visual Arts, I was fortunate to learn from Gail Anderson and Yolanda Paul-Davis, both of whom were always patient, encouraging, and understanding — especially during moments when studying abroad felt overwhelming.
And above all, my greatest mentors in life are my parents, Ligia and Celso. Even though they’re not from the creative field, they’ve always been my foundation — listening to my doubts, cheering me on through every challenge, and reminding me to stay grounded and grateful. Their love and belief in me have been the constant source of strength behind everything I do.

Contact Info:

• Website: https://marcelabacelo.com
• Instagram: https://www.instagram.com/mahbace/
• LinkedIn: https://www.linkedin.com/in/marcela-bacelo-goncalves-424422188/

Image Credits
For the 1 st image I would like to credit: Amanda Asdaz who was my biggest partner in idealizing and photographing that project

For the gloves images: I would like to credit Studio Sala

For the image of the woman and the heavy bag: please credit Garrett Bruce