About me
Brand and Creative Strategist. I help to build purpose on brands and craft the experiences and stories that bring them to life.
Projects
- HAVAIANAS LAB - CONCEPT STOREHow to connect the most iconic Brazilian brand with the younger generation? Insight: A responsive store categorized by mood boards based on people's demands. The outcome is a laboratory that goes beyond a simple store. It works as a learning center for the brand and its customers. The place is flexible and can be changed at all times while enhancing the brand's values. One of the creative responses was creating “mood lists”, such as the playlists model used by Spotify or Pinterest to organize
Work history
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Brand StrategistTravel Kollekt
Copenhagen, DenmarkPart Time
We empower responsible travelers by helping them become the authors of their own journeys. For that, we create a publishing-hybrid platform to organize current and future travel inspiration, encouraging conscious choices to benefit the entire travel industry.
• Led company brand marketing efforts, creating a solid brand platform, including positioning, storytelling, new website and creative strategy.
• Consumer insights. Data driven. Researched users, through qualitative methods, in-depth interviews. Analyzed data and user interaction on the platform. Improved user experience (UX) and facilitated the process through workshops and collaborating with the team.
• Developed Communication engagement, Digital Strategy, social media guidelines, including the creation of content for different touchpoints. Creative marketing.
• Managed internal and external process, partnerships, and oversee teams, promoting guidance and sharing insights.
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Concept developer & Trends ResearcherTwo.Design
São Paulo, BrazilFreelance
Bridging brands and talented architects to create unique experiences. Responsible for defining strategic concept and researching trends and market.
• Trends researcher, cultural, and behavioural Insights.
• Concept development and retail experience. Created strategic concepts and creative solutions that materialize brands' essence in brick-and-mortar through engaging experiences (retail experience). Applied techniques from Place Branding, Experiential Marketing, Retail Design.
• Featured projects. Created the strategic concept of Mizuno's first flagship, and the repositioned Havaianas stores internationally. For public spaces, we invented something unique to São Paulo subway, creating spaces for coworking and rest inside the facilities. Besides that, we designed a better experience for travellers in the new wing of Congonhas, São Paulo airport.
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Skills
- Project Management
- Project Planning
- Research
- Insights
- Product Development
- Product Design
- Commuications
- Advertising
- Branding
- Marketing
Education
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MasterISCTE-IUL
- Lisbon, Portugal
Master’s Degree. Field Of Study: Communication, Culture and Information Technology