{"id":915,"date":"2021-11-02T12:13:15","date_gmt":"2021-11-02T15:13:15","guid":{"rendered":"http:\/\/heloisadesouza.com\/?page_id=915"},"modified":"2021-11-05T12:29:00","modified_gmt":"2021-11-05T15:29:00","slug":"work","status":"publish","type":"page","link":"http:\/\/heloisadesouza.com\/index.php\/work\/","title":{"rendered":"Work"},"content":{"rendered":"\n<div class=\"wp-block-ugb-container ugb-container ugb-8d759f1 ugb-container--v2 ugb-container--design-basic ugb-main-block\" id=\"work-fcbarca\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-8d759f1-wrapper ugb--shadow-0\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-8d759f1-content-wrapper\">\n<div class=\"wp-block-ugb-heading ugb-heading ugb-e693231 ugb-main-block\"><style>.ugb-e693231 .ugb-heading__title{font-size:50px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><h1 class=\"ugb-heading__title\">Bar\u00e7a Foundation<\/h1><p class=\"ugb-heading__subtitle\">During my time in the Fundraising &amp; Campaigns team at the FC Bar\u00e7a Foundation, I collaborated with strategic and creative work as well as research and analysis, working with different departments and in diverse projects. <\/p><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-1024x683.jpg\" alt=\"\" class=\"wp-image-918\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-1024x683.jpg 1024w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-300x200.jpg 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-768x512.jpg 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-1536x1024.jpg 1536w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/gif2-2-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-5f0080b ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong>For communication and campaigns:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Strategic and creative support to different communication campaigns,<\/li><li>Content creation and copywriting for social media,<\/li><li>Creative direction for specific projects and campaigns,<\/li><li>Creating new visuals and structures for institutional and commercial presentations,<\/li><li>Mapping communication and marketing assets.<\/li><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>For fundraising &amp; development:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Research and benchmarking,<\/li><li>Support to fundraising strategies and campaigns,<\/li><li>Researching and profiling potential corporate donors from different markets,<\/li><li>Support in developing social projects proposals and presentations tailored to potential and existing donors.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-d0852ef ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"833\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/Landscape-iPad-Pro-Space-Gray-with-Cover-Mockup.gif\" alt=\"\" class=\"wp-image-919\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-a5fc342 ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-heading ugb-heading ugb-632f1f8 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><h3 class=\"ugb-heading__title\">Creative work<\/h3><p class=\"ugb-heading__subtitle\">Collaborating with the Communications team, I had the opportunity to work on creative projects like the examples below.<\/p><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-feature-grid ugb-feature-grid ugb-d493fe7 ugb-feature-grid--v2 ugb-feature-grid--columns-2 ugb-feature-grid--design-basic ugb-main-block\"><style>.ugb-d493fe7 .ugb-feature-grid__item{border-radius:0px !important}.ugb-d493fe7 .ugb-img,.ugb-d493fe7 .ugb-feature-grid__image{margin-left:0 !important;margin-right:auto !important}.ugb-d493fe7 .ugb-feature-grid__title{text-align:left}.ugb-d493fe7 .ugb-feature-grid__description{text-align:left}.ugb-d493fe7 .ugb-button .ugb-button--inner{color:var(--paletteColor4,#000000) !important}.ugb-d493fe7 .ugb-button{border-color:var(--paletteColor4,#000000) !important}.ugb-d493fe7 .ugb-button:hover .ugb-button--inner{color:var(--paletteColor4,#000000) !important}.ugb-d493fe7 .ugb-button-container{text-align:left !important}.ugb-d493fe7 .ugb-inner-block{text-align:left}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-feature-grid__item ugb-feature-grid__item1 ugb--shadow-0\"><div class=\"ugb-feature-grid__image\"><img loading=\"lazy\" decoding=\"async\" width=\"641\" height=\"641\" class=\"ugb-img wp-image-924\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/unicef-1.png\" alt=\"World Children's Day Campaign\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/unicef-1.png 641w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/unicef-1-300x300.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/unicef-1-150x150.png 150w\" sizes=\"auto, (max-width: 641px) 100vw, 641px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\"><meta charset=\"utf-8\">World Children&#8217;s Day Campaign<\/h5><p class=\"ugb-feature-grid__description\"><meta charset=\"utf-8\"><em>Script and creative direction<\/em><br><br>Annual campaign to raise awareness for World Children&#8217;s Day and the right to play.<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-ghost\" href=\"https:\/\/www.instagram.com\/p\/B5FtyweK0-D\/\" rel=\"\" title=\"\"><span class=\"ugb-button--inner\">See post<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item2 ugb--shadow-0\"><div class=\"ugb-feature-grid__image\"><img loading=\"lazy\" decoding=\"async\" width=\"872\" height=\"873\" class=\"ugb-img wp-image-923\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/dona-1.png\" alt=\"March 8th Campaign\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/dona-1.png 872w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/dona-1-300x300.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/dona-1-150x150.png 150w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/dona-1-768x769.png 768w\" sizes=\"auto, (max-width: 872px) 100vw, 872px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\"><meta charset=\"utf-8\">March 8th Campaign<\/h5><p class=\"ugb-feature-grid__description\"><meta charset=\"utf-8\"><em>Creative concept, script and creative direction<\/em><br><br>Bar\u00e7a Foundation had never run any fundraising campaign targeting individual donors and we saw in International Women&#8217;s Day an opportunity to introduce this possibility to the audience. As a secondary goal, it would also generate awareness for the Foundation&#8217;s work on gender.<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-ghost\" href=\"https:\/\/www.instagram.com\/p\/Buvv5yolc6B\/\" rel=\"\" title=\"\"><span class=\"ugb-button--inner\">See post<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-feature-grid ugb-feature-grid ugb-7edb99d ugb-feature-grid--v2 ugb-feature-grid--columns-2 ugb-feature-grid--design-basic ugb-main-block\"><style>.ugb-7edb99d .ugb-feature-grid__item{border-radius:0px !important}.ugb-7edb99d .ugb-img,.ugb-7edb99d .ugb-feature-grid__image{margin-left:0 !important;margin-right:auto !important}.ugb-7edb99d .ugb-feature-grid__title{text-align:left}.ugb-7edb99d .ugb-feature-grid__description{text-align:left}.ugb-7edb99d .ugb-button .ugb-button--inner{color:var(--paletteColor4,#000000) !important}.ugb-7edb99d .ugb-button{border-color:var(--paletteColor4,#000000) !important}.ugb-7edb99d .ugb-button:hover .ugb-button--inner{color:var(--paletteColor4,#000000) !important}.ugb-7edb99d .ugb-button-container{text-align:left !important}.ugb-7edb99d .ugb-inner-block{text-align:left}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-feature-grid__item ugb-feature-grid__item1 ugb--shadow-0\"><div class=\"ugb-feature-grid__image\"><img loading=\"lazy\" decoding=\"async\" width=\"669\" height=\"669\" class=\"ugb-img wp-image-936\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/femeni_square.png\" alt=\"International Day of the Girl Campaign\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/femeni_square.png 669w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/femeni_square-300x300.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/femeni_square-150x150.png 150w\" sizes=\"auto, (max-width: 669px) 100vw, 669px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">International Day of the Girl Campaign<\/h5><p class=\"ugb-feature-grid__description\"><em><em>Creative concept and direction<\/em><\/em><br><br>To generate awareness for the International Day of the Girl, the idea was to create native Instagram content with the support of Bar\u00e7a player Aitana Bonmat\u00ed. In addition to generating awareness and engagement, the goal was also to strengthen the relationship between the Foundation, the Bar\u00e7a women&#8217;s team and the public.<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-ghost\" href=\"https:\/\/www.instagram.com\/p\/CGMlQk9iJQM\/\" rel=\"\" title=\"\"><span class=\"ugb-button--inner\">See post<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item2 ugb--shadow-0\"><div class=\"ugb-feature-grid__image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" class=\"ugb-img wp-image-930\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam-1024x1024.png\" alt=\"One Team Promo\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam-1024x1024.png 1024w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam-300x300.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam-150x150.png 150w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam-768x769.png 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/oneteam.png 1194w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\"><meta charset=\"utf-8\">One Team Promo<\/h5><p class=\"ugb-feature-grid__description\"><em><em>Creative concept<\/em><\/em><br><br>To promote Bar\u00e7a Foundation&#8217;s project in partnership with the One Team Euroleague, we were asked to give away sweatshirts signed by Bar\u00e7a 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.<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-ghost\" href=\"https:\/\/www.instagram.com\/p\/CMO9yXRCQ31\/\" rel=\"\" title=\"\"><span class=\"ugb-button--inner\">See post<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container ugb-46d152f ugb-container--v2 ugb-container--design-basic ugb-main-block\" id=\"work-stellasofia\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-46d152f-wrapper ugb--shadow-0\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-46d152f-content-wrapper\">\n<div class=\"wp-block-ugb-heading ugb-heading ugb-6051273 ugb-main-block\"><style>.ugb-6051273 .ugb-heading__title{font-size:50px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><h1 class=\"ugb-heading__title\">Stella Sofia<\/h1><p class=\"ugb-heading__subtitle\">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. <\/p><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>The Challenge<\/strong><\/p>\n\n\n\n<p>Our team had the challenge of developing the <strong>brand<\/strong>, <strong>purpose<\/strong>, <strong>positioning,<\/strong> and every other aspect of the <strong>branding<\/strong> and <strong>visual<\/strong> <strong>elements<\/strong> 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&#8217;s when we started working on Stella Sofia&#8217;s purpose, which was born in the first stages of brand creation and influences every single aspect of the brand.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"432\" height=\"656\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/lady.jpg\" alt=\"\" class=\"wp-image-796\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/lady.jpg 432w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/10\/lady-198x300.jpg 198w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/figure><\/div>\n\n\n\n<p>The <strong>purpose<\/strong> of encouraging women to &#8216;do good and feel good&#8217; would guide content creation, brand experience, and marketing planning. Stella Sofia&#8217;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.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The brand <strong>tagline<\/strong> is &#8216;What matters is what you carry&#8217;, inspired by the handbags. The idea was to bring attention to the things women carry not only in their purses but inside themselves.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"902\" height=\"756\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feed-1.png\" alt=\"\" class=\"wp-image-949\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feed-1.png 902w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feed-1-300x251.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feed-1-768x644.png 768w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"668\" height=\"1002\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/pic.png\" alt=\"\" class=\"wp-image-951\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/pic.png 668w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/pic-200x300.png 200w\" sizes=\"auto, (max-width: 668px) 100vw, 668px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>The Solution<\/strong><\/p>\n\n\n\n<p>We chose a strong social approach for the <strong>brand strategy<\/strong>, 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.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"432\" height=\"656\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/brand_essence.jpg\" alt=\"\" class=\"wp-image-942\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/brand_essence.jpg 432w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/brand_essence-198x300.jpg 198w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"432\" height=\"656\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/core_Values.jpg\" alt=\"\" class=\"wp-image-947\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/core_Values.jpg 432w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/core_Values-198x300.jpg 198w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"432\" height=\"656\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/what_we_beliebe.jpg\" alt=\"\" class=\"wp-image-946\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/what_we_beliebe.jpg 432w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/what_we_beliebe-198x300.jpg 198w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"432\" height=\"200\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/tagline.jpg\" alt=\"\" class=\"wp-image-950\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/tagline.jpg 432w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/tagline-300x139.jpg 300w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container ugb-0513941 ugb-container--v2 ugb-container--design-basic ugb-main-block\" id=\"work-formacao\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-0513941-wrapper ugb--shadow-0\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-0513941-content-wrapper\">\n<div class=\"wp-block-ugb-heading ugb-heading ugb-5df567f ugb-main-block\"><style>.ugb-5df567f .ugb-heading__title{font-size:50px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><h1 class=\"ugb-heading__title\">Forma\u00e7\u00e3o Global<\/h1><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>The Challenge<\/strong><\/p>\n\n\n\n<p>Developing a new brand strategy and translating it into communication and repositioning strategies, mainly digital. Forma\u00e7\u00e3o 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&#8217;s manifesto and tagline as well as institutional copywriting for the website.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"673\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg-1024x673.png\" alt=\"\" class=\"wp-image-960\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg-1024x673.png 1024w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg-300x197.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg-768x504.png 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg-1536x1009.png 1536w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfg.png 1900w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest-1024x1024.png\" alt=\"\" class=\"wp-image-962\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest-1024x1024.png 1024w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest-300x300.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest-150x150.png 150w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest-768x768.png 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/manifest.png 1192w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"998\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/moodboardFG.png\" alt=\"\" class=\"wp-image-961\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/moodboardFG.png 848w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/moodboardFG-255x300.png 255w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/moodboardFG-768x904.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-1fa0847 ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong>The Process<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Brand and communication diagnosis and analysis<\/li><li>Qualitative surveys between clients and team<\/li><li>Defining audiences and personas<\/li><li>Identifying opportunities in the category<\/li><li>Developing all the different aspects of the brand platform<\/li><li>Creating brand tagline<\/li><li>Developing brand purpose<\/li><li>Defining the brand&#8217;s personality, tone of voice, and visual language<\/li><li>Suggestions for brand strategy and purpose activation through communication and marketing<\/li><\/ul>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container ugb-743b7a9 ugb-container--v2 ugb-container--design-basic ugb-main-block\" id=\"work-frenesi\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-743b7a9-wrapper ugb--shadow-0\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-743b7a9-content-wrapper\">\n<div class=\"wp-block-ugb-heading ugb-heading ugb-b5d1e2b ugb-main-block\"><style>.ugb-b5d1e2b .ugb-heading__title{font-size:50px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><h1 class=\"ugb-heading__title\">Frenes\u00ed Caf\u00e9<\/h1><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>The Challenge<\/strong><\/p>\n\n\n\n<p>Diagnosing the &#8216;state of the brand&#8217; of a local caf\u00e9 in Barcelona that transitioned to new owners &amp; a new phase. With that in hand, proposing brand and marketing strategies aligned with their new goals and vision.<\/p>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-028766f ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"668\" height=\"1002\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo2.png\" alt=\"\" class=\"wp-image-965\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo2.png 668w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo2-200x300.png 200w\" sizes=\"auto, (max-width: 668px) 100vw, 668px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"1024\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/frenesi-816x1024.png\" alt=\"\" class=\"wp-image-967\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/frenesi-816x1024.png 816w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/frenesi-239x300.png 239w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/frenesi-768x963.png 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/frenesi.png 955w\" sizes=\"auto, (max-width: 816px) 100vw, 816px\" \/><figcaption><em>The &#8216;Golden Cup&#8217; project: To attract more people to the caf\u00e9 and provide a fun &#8211; and sharable &#8211; experience, the idea was to create golden coffee cups and reward the customers who received them with a free coffee the next time they came.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"802\" height=\"1002\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo-1.png\" alt=\"\" class=\"wp-image-966\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo-1.png 802w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo-1-240x300.png 240w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/photo-1-768x960.png 768w\" sizes=\"auto, (max-width: 802px) 100vw, 802px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-1b7e53b ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong>The Process<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Brand and communication diagnosis and analysis<\/li><li>Defining marketing goals and challenges<\/li><li>Defining of audiences and personas<\/li><li>Competition analysis, benchmarking and identifying opportunities in the category<\/li><li>Defining brand persona<\/li><li>Leading the naming process and facilitating workshop<\/li><li>Social media diagnosis and analysis<\/li><li>Creating marketing and social media plan<\/li><\/ul>\n\n\n\n<div class=\"wp-block-ugb-spacer ugb-spacer ugb-8f8b897 ugb-spacer--v2 ugb-main-block\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-spacer--inner\"><\/div><\/div><\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1017\" src=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi-1024x1017.png\" alt=\"\" class=\"wp-image-968\" srcset=\"http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi-1024x1017.png 1024w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi-300x298.png 300w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi-150x150.png 150w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi-768x763.png 768w, http:\/\/heloisadesouza.com\/wp-content\/uploads\/2021\/11\/feedfrenesi.png 1432w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bar\u00e7a Foundation During my time in the Fundraising &amp; Campaigns team at the FC Bar\u00e7a 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 &amp; development: Research and benchmarking, Support to fundraising strategies and campaigns, Researching and profiling potential corporate donors from different markets,\u2026<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-915","page","type-page","status-publish","hentry"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[]}},"featured_image_urls":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":""},"post_excerpt_stackable":"<p>Bar\u00e7a FoundationDuring my time in the Fundraising &amp; Campaigns team at the FC Bar\u00e7a 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 &amp; 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&hellip;<\/p>\n","category_list":"","author_info":{"name":"heloisadesouza","url":"http:\/\/heloisadesouza.com\/index.php\/author\/heloisadesouza\/"},"comments_num":"0 comments","featured_image_urls_v2":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":""},"post_excerpt_stackable_v2":"<p>Bar\u00e7a FoundationDuring my time in the Fundraising &amp; Campaigns team at the FC Bar\u00e7a 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 &amp; 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&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"heloisadesouza","url":"http:\/\/heloisadesouza.com\/index.php\/author\/heloisadesouza\/"},"comments_num_v2":"0 comments","_links":{"self":[{"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/pages\/915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/comments?post=915"}],"version-history":[{"count":31,"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/pages\/915\/revisions"}],"predecessor-version":[{"id":1050,"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/pages\/915\/revisions\/1050"}],"wp:attachment":[{"href":"http:\/\/heloisadesouza.com\/index.php\/wp-json\/wp\/v2\/media?parent=915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}