HOMELESS ENTREPRENEUR: A STRONGER BRAND POSITIONING

Karen, a maternal and child nutritionist, needed a distinctive brand repositioning that would clearly set her apart from competitors.

Through The Soul Before method, we developed the concept that nutrition is a family challenge, inspired by the Australian animated series Bluey.
This positioning guided the creation of a new brand message, logo, and communication strategy — making her presence more engaging, relatable, and emotionally connected to her audience.

The “new Karen” led to higher engagement, continuous audience growth, and a fully booked schedule — with appointments filled three months in advance.

A market leader in real estate in Campina Grande (Brazil), Andrade Marinho LMF lacked a clear identity and an authentic emotional connection with its clients — despite its strong dominance in the local market.

During a one-week immersion, I redefined the brand’s positioning: Andrade Marinho LMF doesn’t sell houses or apartments — it sells life in fullness.
Every experience and every service offered became an opportunity to transform Campina Grande into a more human city, focused on community and well-being.

From this vision, two key initiatives were born:

• “Live the Real Life” Campaign – An invitation for people to reconnect with what truly matters: real relationships, offline moments, and everything that gives life genuine meaning.

• New Visual Identity – In partnership with Neopo/Imaginária, we created a new logo that represents both a house and a window — a symbol through which clients can see and live life in its fullness.

With this new strategic focus, Andrade Marinho LMF began to deliver more than real estate — it started creating opportunities for people to live the best of their lives.