Barça Foundation
During my time in the Fundraising & Campaigns team at the FC Barça Foundation, I collaborated with strategic and creative work as well as research and analysis, working with different departments and in diverse projects.
For communication and campaigns:
- Strategic and creative support to different communication campaigns,
- Content creation and copywriting for social media,
- Creative direction for specific projects and campaigns,
- Creating new visuals and structures for institutional and commercial presentations,
- Mapping communication and marketing assets.
For fundraising & development:
- Research and benchmarking,
- Support to fundraising strategies and campaigns,
- Researching and profiling potential corporate donors from different markets,
- Support in developing social projects proposals and presentations tailored to potential and existing donors.
Creative work
Collaborating with the Communications team, I had the opportunity to work on creative projects like the examples below.
World Children’s Day Campaign
Script and creative direction
Annual campaign to raise awareness for World Children’s Day and the right to play.
March 8th Campaign
Creative concept, script and creative direction
Barça Foundation had never run any fundraising campaign targeting individual donors and we saw in International Women’s Day an opportunity to introduce this possibility to the audience. As a secondary goal, it would also generate awareness for the Foundation’s work on gender.
International Day of the Girl Campaign
Creative concept and direction
To generate awareness for the International Day of the Girl, the idea was to create native Instagram content with the support of Barça player Aitana Bonmatí. In addition to generating awareness and engagement, the goal was also to strengthen the relationship between the Foundation, the Barça women’s team and the public.
One Team Promo
Creative concept
To promote Barça Foundation’s project in partnership with the One Team Euroleague, we were asked to give away sweatshirts signed by Barça Basket players. The solution was creating a contest promoting user-generated content, that would also prompt engagement and turn the public into its protagonist. The contest was organically-only promoted and received more than 300 entries in one week.
Stella Sofia
I was a part of the team that developed the brand strategy, as well as the communication plan and content creation for this Brazilian handbag brand.
The Challenge
Our team had the challenge of developing the brand, purpose, positioning, and every other aspect of the branding and visual elements for Stella Sofia, an accessories online shop from Brazil. The goal was to develop a relevant brand that delivers more than just quality and fair price and that would stand out in a quite crowded market. That’s when we started working on Stella Sofia’s purpose, which was born in the first stages of brand creation and influences every single aspect of the brand.
The purpose of encouraging women to ‘do good and feel good’ would guide content creation, brand experience, and marketing planning. Stella Sofia’s social media pages and blog, for example, would feature inspiring women stories, social projects, and initiatives. The handbag collections were named after women that impacted their communities and the world.
The brand tagline is ‘What matters is what you carry’, inspired by the handbags. The idea was to bring attention to the things women carry not only in their purses but inside themselves.
The Solution
We chose a strong social approach for the brand strategy, which would permeate every communication channel through content, customer relations, and more. More than committing to contribute to projects that provide financial education for women in poor communities and help them generate income, Stella Sofia would also address themes like women empowerment and well-being in its communication channels.
Formação Global
The Challenge
Developing a new brand strategy and translating it into communication and repositioning strategies, mainly digital. Formação Global is an online consulting brand for students seeking international experiences or support in their academic processes. In addition to the brand strategy, I developed content planning for social media and blog, created the brand’s manifesto and tagline as well as institutional copywriting for the website.
The Process
- Brand and communication diagnosis and analysis
- Qualitative surveys between clients and team
- Defining audiences and personas
- Identifying opportunities in the category
- Developing all the different aspects of the brand platform
- Creating brand tagline
- Developing brand purpose
- Defining the brand’s personality, tone of voice, and visual language
- Suggestions for brand strategy and purpose activation through communication and marketing
Frenesí Café
The Challenge
Diagnosing the ‘state of the brand’ of a local café in Barcelona that transitioned to new owners & a new phase. With that in hand, proposing brand and marketing strategies aligned with their new goals and vision.
The Process
- Brand and communication diagnosis and analysis
- Defining marketing goals and challenges
- Defining of audiences and personas
- Competition analysis, benchmarking and identifying opportunities in the category
- Defining brand persona
- Leading the naming process and facilitating workshop
- Social media diagnosis and analysis
- Creating marketing and social media plan
