PAULA FALAVIGNA
creative director
CHALLENGE
Guide stakeholders toward understanding the value of brand foundation work to position Mulher Elástica as a compelling lifestyle brand. In an increasingly crowded fitness market, defining a clear consumer target and brand purpose became essential to drive differentiation and long-term growth.
RESULTS
The Partners recognized how the lack of strategic foundation was limiting creative output and consumer engagement.
A cross-functional session was held with marketing, design, and the production team. The team unpacked the brand’s core elements, resulting in the development of an inspiring consumer target, manifesto, purpose, and guiding principles.
The new foundation was embraced across departments and is now actively shaping campaigns and brand assets, aligning the team and positioning Mulher Elástica for future growth with clarity and confidence.
