With 15 years’ experience in the fashion and beauty industries, my work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer, allowed me to understand the market challenges from different perspectives, which motivated the creation of my first consulting business, Modalogia. Working with major fashion companies, I realised that a lack of clear identity was the main obstacle in their growth, leading to the research of Jung's archetypes as a branding strategy. During my MA course at London College of Fashion, the concept was further explored on case studies about British brands. After identifying a market gap, I created Project M London, an emotional branding consultancy aimed at startups and middle-size businesses, tailored to find the motivation behind the brand, create its meaning and develop a mindset. The services also include workshops, training and mentoring sessions. I believe that consistency, honesty and passion build unique brandsLocked Pro Plan feature
Project M London is an emotional branding consultancy aimed at fashion and beauty companies. Applying the concept of archetypes, the work is tailored to develop meaningful brands, with engaging motivation and clear mindset, translated in strategic positioning, marketing & visual communication plans and mentoring sessions that tackle the business core. Some of my past and current clients include L'Oréal, Tateossian, SabryMarouf, Prim & Clover, Stasa Design, OMINISS and Hunter Collective
Working with the marketing manager, I planned and implemented online marketing campaigns for different social media channels and produced content for newsletters and websites (CFE and FIA London).
Developed the brand persona and social media content plan
Working with the creative director and the marketing manager, developed and implemented a plan to communicate the brand identity across different social media channels, generating awareness and engagement
• Created brand personas, developed and managed content plans and social media campaigns for Lancôme, Kiehl’s, Redken, Roger & Gallet, Essie, SkinCeuticals, Inneov and Matrix. • Worked closely to the e-commerce, marketing and product development teams at L’Oréal to ensure brand awareness and traffic growth • Led, motivated and guided a team of 5 copywriters and designers • Allocated budget for paid campaigns • Analysed audience and conversion reports in order to maximize ROI
• Adapted and successfully applied a method of brand identity strategy based on the study of Jung’s archetypes to position fashion brands in the Brazilian market; • Developed digital strategies, edited and wrote content for blogs and social media channels; • Presented trend forecasting, selling techniques and dress code workshops to design, marketing and sales teams at fashion companies
• Along with 4 partners, created and developed the innovative concept of a fashion business blog, edited content and wrote daily posts about fashion marketing, trends and history; • In collaboration with the TV channel GNT, the team covered 3 fashion weeks, in Rio de Janeiro and São Paulo, reporting for GNT Fashion show and for the online channel.
As teacher and lecturer of subjects such as Contemporary Fashion, Fashion Research, Fashion and Consumption, Fashion Communication, and Fashion History in some of the most recognized Brazilian institutions, I had the chance to develop my research, presentation and speech skills, and discovered great pleasure in orientate future professionals.
The ethos that entrepreneurship serves as a catalyst for economic development underpins the philosophy of this specialist course. Strengthened by London College of Fashion’s unparalleled external and internal industry networks, MA Fashion Entrepreneurship aims to develop new fashion concepts through to commercialization. Addressing the need for the fashion entrepreneur who can identify market opportunities in the industry, this programme is firmly aligned to 21st century, global business with all the challenges and potential this brings. MA Fashion Entrepreneurship is a dynamic and interactive learning experience that is built through key collaborative relationships in education (such as IFM in Paris) and industry. Through a supported and structured programme that includes entrepreneurial practice, new business models and planning and management of creative enterprise, participants are encouraged to develop new thinking and innovative concepts