Homeless Entrepreneur: A New Positioning and Stronger Voice

Challenge:
Homeless Entrepreneur needed a cohesive brand identity to amplify its mission of reintroducing homeless individuals into the workforce.

Approach:
I led a three-day workshop in Barcelona, using The Soul Before methodology to redefine their positioning. Together, we clarified their core mission, crafted a compelling narrative, and outlined messaging pillars.

In collaboration with Drummer.pt in Lisbon (click on the video to see Drummer's work case), we transformed this strategy into a new logo, tone of voice, and brand message, shifting the focus from charity to empowerment and inclusion.

Impact:
The redefined brand gave Homeless Entrepreneur a stronger voice, increasing its ability to engage stakeholders and expand its reach as a catalyst for societal change.

Challenge:
Karen, a maternal and infant nutritionist, needed a clearer brand identity to reflect her belief that healthy eating is a family effort.

Approach:
Through The Soul Before workshop, we developed the concept that nutrition must be a family challenge, inspired by the Australian cartoon "Bluey". This positioning guided a new brand message, logo, and communication strategy, making her brand more engaging and relatable.

Impact:
The redefined brand led to higher engagement, a growing audience, and a fully booked agenda—three months in advance.

Challenge:
As the leading real estate developer in Campina Grande, Paraíba, Andrade Marinho LMF lacked a clear identity and emotional connection with their clients, despite dominating the local market.

Approach:
Through a one-week workshop, I redefined their positioning: Andrade Marinho LMF doesn’t sell houses or apartments—they sell the plenitude of life, transforming experiences and services into opportunities to make Campina Grande a community-oriented city.

This vision inspired two key initiatives:

1. The “Live the Real Life” Campaign – Encouraging people to embrace meaningful, offline connections with those and things that fulfill them.
2. A New Logo – Developed with Neopop/Imaginária, the logo represents both a house and a window, symbolizing that through their homes, clients can see and live life at its fullest.

Impact:
With a redefined focus, Andrade Marinho LMF creates more than homes—they create opportunities for people to live their best lives.