Overview

I led the rebranding initiative for Mentes Brilhantes and developed the marketing strategy for the Mentes Brilhantes Conference, the flagship event within its ecosystem. The project involved repositioning the brand identity and its sub-brands, as well as planning and executing the conference’s communication strategy, contributing to a sold-out event, with 3,500 in-person attendees and over 4.7 million impressions.

Rebranding

I coordinated the rebranding process for Mentes Brilhantes, including competitor research, mood board development, and the creation of a new visual brand architecture for the main brand and its sub-brands. The goal was to strengthen the brand positioning and create greater consistency across the different events within the ecosystem.

Watch the official brand reveal video that explore the new visual identity of Mentes Brilhantes, a transformation designed to reflect the brand’s evolving purpose and collective impact.

Largest business event in Southern Brazil

Planning

I coordinated the production of over 100 digital and printed assets in collaboration with the design team, ensuring visual consistency and alignment across branding, paid media, and promotional communication.

Content

Media Coverage

The integrated communication strategy contributed to broad regional media exposure, including coverage by RBS TV, the largest broadcaster in Rio Grande do Sul and an affiliate of TV Globo, reinforcing the conference’s relevance and increasing brand visibility.

Event Day

During the event, I produced and published real-time content, including Stories, Reels, and on-site edited videos, with the objective of increasing live engagement and maximizing the conference’s digital impact.

I developed the campaign’s editorial calendar across all social media channels, organizing content by stage, format, and strategic objective, with the goal of expanding reach, increasing engagement, and driving audience conversion for the event.

Event Results

The integrated branding, content, and promotional strategy delivered strong results across reach, engagement, and conversion, culminating in a sold-out event and significant digital visibility:

3,500 in-person attendees

4.7M+ total impressions

1.1M+ reach

31K+ link clicks

R$28.9K invested in paid media

100+ organic and paid content assets