Selected Brand Projects
Brand strategy and positioning work developed across premium brands and cultural projects.
Black Tie Service - Luxury service branding
Brand positioning and communication strategy for a premium transportation company specializing in luxury weddings and events.
Dance To Fly - Fashion brand creation and positioning
Development of brand strategy, narrative and visual identity for a fashion label built around confidence, movement and personal expression.
Carmelita Gastronomia - Luxury service brand positioning
Brand positioning and strategic communication for a premium gastronomy brand operating in the high-end events market.
Dr. Cristine Medeiros Walter - Personal brand positioning
Brand positioning and communication strategy strengthening professional authority, trust and long-term patient relationships.
Takotsubo – Coração Partido (Broken Heart) - Cultural project branding
Strategic communication and creative direction for a theater production reaching more than 148,000 people during its digital promotion.
AZ Sustentabilidade - Retail brand communication strategy
Brand communication strategy built around the founders' strong personality, humor and authenticity, transforming the store into a recognizable voice in Rio’s sustainable fashion scene and attracting a growing community around the brand.
Vanessa Aune Cerimonial - Event ecosystem brand positioning
Strategic positioning and storytelling for a wedding planner brand connecting multiple premium event suppliers.
Marcelo Medeiros | Brand Strategy & Marketing Director
I specialize in brand strategy, positioning and strategic communication, helping organizations transform real value into clearer positioning, stronger identities and more consistent brand perception.
Selected brands and organizations
Throughout my career I have worked with media companies, premium brands and cultural projects, developing brand strategy, positioning and communication systems that strengthen identity and perception.
Strategic brand leadership across premium brands and organizations
II develop brand strategy, positioning and strategic communication frameworks that help organizations clarify how their brands should be perceived and positioned in the market. My work focuses on structuring brand narratives, defining communication direction and guiding how ideas, messages and identities evolve across teams and creative disciplines.
15+
Years in brand and communication strategy
Experience across media, audiovisual production and strategic brand consulting.
50+
Brands and strategic projects developed
Brand positioning, identity development and communication architecture for companies across different industries.
3
Core strategic pillars
Brand strategy, positioning and narrative development guiding communication and market perception.
35%
Revenue growth impact
Strategic communication work contributing to more than 35% daily revenue growth for AZ Sustentabilidade.
Strategy before communication
Before communication comes understanding. I begin by studying the essence of the brand, the goals behind the business and the strengths that deserve to be brought forward.Through research, observation and strategic analysis, I help define the concept behind the product or service — the part that may not always be visible, but can be felt through experience, perception and meaning.
Branding Services
Below are some of the main branding services I provide. Each project is adapted to the context and goals of each client. I also offer strategic brand consulting for companies and professionals seeking ongoing guidance and support.
Brand Immersion & Diagnosis
A strategic assessment of the brand to understand how it currently presents itself, where it loses strength and what may be compromising its coherence in the market. The process may include brand and visual audits, competitive analysis, review of existing assets, reputation and perception analysis, and the identification of strategic issues and opportunities for stronger differentiation.
Brand Positioning
Definition of the brand’s strategic territory, clarifying its value proposition, key differentiators and the way it should be perceived by the market. The goal is to establish a clear position that guides messaging, communication and long-term brand perception.
Brand Platform
Development of the conceptual foundation that supports the brand over time. The brand platform defines purpose, vision, values, personality, tone of voice, narrative and key communication pillars, creating a coherent structure that guides identity, messaging and decision-making.
Personal Branding
Strategic positioning for professionals whose trajectory, vision and reputation are central to the value they deliver. The work organizes narrative, presence and communication direction to strengthen authority, clarity and professional positioning.
Service Branding
Strategic development of service-based brands, bringing forward the true strengths, differentiators and essence that define each offering. The goal is to translate capabilities, experience and value into a clearer, more compelling brand that strengthens market presence and elevates the perceived value of the service.
Brand Activation
Development of campaigns and initiatives that bring brand strategy into real market presence. Activation translates positioning into communication concepts, narratives and initiatives for launches, repositioning efforts or new brand phases.
Strategic Leadership in Branding
Over the past decade, I have worked across brand strategy and marketing leadership, helping organizations shape positioning, narrative and strategic communication.
Marcelo has been guiding the direction of my communication for years. His strategic perspective helps clarify positioning and define how ideas should be presented in the market. I trust his judgment completely and rarely make decisions about communication without consulting him first. Marcelo brings clarity, structure and strategic vision to every discussion.
Eduardo Martins
Human Development Manager – Azevedo & Travassos
Marcelo led the branding and creative direction of Dance To Fly. What started as a concept for versatile clothing for dance and everyday life evolved into a much stronger brand vision centered on confidence, authenticity and self-expression. His strategic perspective transformed the brand into something deeper — a message about identity, inner strength and the freedom to be who you are.
Georgia Guimarães
Founder & Creative Director – Dance To Fly
Marcelo helped me transform the way I communicate with my clients. I used to feel uncomfortable in front of cameras, but his approach made the process natural and effective. Today my communication with brides and clients feels much stronger, and the response has been incredible. His work truly elevated my marketing and how my brand connects with people.
Vanessa Aune
Ceremonialist & Luxury Event Planner
Marcelo has a rare ability to think about business before thinking about communication. His strategic vision allows him to transform positioning into clear direction and real results. He leads with responsibility, clarity and a strong sense of structure. Working with him brings confidence because his decisions are always grounded in strategy.
Rafael Furtado
Entrepreneur – Business Intelligence & Data Strategy
Let's discuss your brand strategy.
Reach out to explore how strategic positioning and brand narrative can strengthen market perception and drive sustainable business growth.
Let's discuss your brand and communication strategy
Reach out to discuss brand positioning, narrative development, or strategic communication for your organization.