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https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d826be9d120579bfc15f6/1599963758648/Sterling+5th_57.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d825b1ba09b6baaa8016c/1599963743618/Look+45+038.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d824a09e76456db06112b/1599963724834/Look+22+014.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d82364d3a6a5d4fcf5073/1599963706568/Joey+4th_32.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d822fe9d120579bfc11c3/1599963700468/iza2.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d8220e9d120579bfc10f6/1599963683727/IMG_3415.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d8203656dea0885903cd2/1599963654702/IMG_1983.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d81fef54b1d6928208ae2/1599963649888/IMG_1455.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d81f8d7bf523730d5d532/1599963643613/IMG_1477.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d81eda6a3fc6ccbffea44/1599963633288/fanta.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d81ddcaafb27f44d2e15f/1599963620121/BERLIM_0909.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5d81d988ce6e3f576b183f/5f5d81d9d7536c1e1e0fa9f9/1599963616126/BERLIM_0787.jpg mcd brasil https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f583ff797ad5a531ef05f71/1599619134385/07.JPG mcd brasil MCD Lab I - Image: Lost Art http://www.robertacajado.com/anonima daily 0.75 2020-09-10 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f584d741fb3457c7245f058/1599772129293/ANNM-20.jpg anônima - Anônima 2017 - 2019 Brand strategy (positioning, target, voice, manifesto) Content + social strategy Art direction. Anônima is an independent, design-led, ethically sourced, slow fashion brand. Its main focus is to promote and empower everyday women and question the world of appearances and status we live in. When creating the concept of Anônima's first collection and campaigns, I was inspired by the simplicity, freedom and boldness of artists such as Georgia O' Keeffe and Simone de Beauvoir. http://www.anonima.life/ https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59b019358ed16b83c87d9d/1599713307682/ANNM-8.jpg anônima http://www.robertacajado.com/tusk daily 0.75 2020-09-10 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59b2ef652df21685d2721a/1599714053616/MUF01697.jpg tusk https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f585212a39989309d3cbe80/1599623701109/KK1A1738.jpg tusk - Tusk | NYC 2018 - 2019 Brand strategy (positioning, voice) Content + social strategy Art direction. Tusk is an ethically sourced, leather goods, family owned business that came from Bombay to New York City in 1993. My main mission as a brand strategist consultant was to recapture the brand essence, unifying the visual and verbal language connecting it to a contemporary landscape without loosing its cultural roots. https://tusk.com/ http://www.robertacajado.com/new-page-1 daily 0.75 2020-09-10 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f586032e2167844e4c2c430/1599772102944/rrrrrr.jpg rémy martin - Rémi Martin : "Team Up For Excellence" | 2019 Trend forecasting | Cultural Strategy “Team up for excellence” pays homage to excellence and the conviction that every accomplishment is shaped by collaboration, drawing on the rich, nearly 300-year history of Rémy Martin, while remaining entirely contemporary. For this project, I used trend research and cultural analysis to position the values and meaning of " collective excellence" in culture today. How excellent can one be without collaboration? How might we apply the new meanings of luxury into the concept of excellence? learn more here. https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f585feca3e7714b41855790/1599705147477/REMY-M-LAYERED-SQUARE-FLOOR.jpg rémy martin team up for excellence http://www.robertacajado.com/360i daily 0.75 2021-02-26 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5a4a09f0510c45859af3ba/6038329c8f8dbc1938e06a64/1614295716549/Screen+Shot+2021-02-25+at+6.26.18+PM.png 360i + Nativa Spa https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5a4a09f0510c45859af3ba/603832963805db5c1ed08b97/1614295708961/Screen+Shot+2021-02-25+at+6.25.28+PM.png 360i + Nativa Spa https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5a4a09f0510c45859af3ba/603832723f9bfd5846d711c1/1614295671443/Screen+Shot+2021-02-25+at+6.25.14+PM.png 360i + Nativa Spa https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/60382917b931ca7057c3210b/1614293288147/covernativa.png 360i + Nativa Spa - Nativa Spa Brand + cultural strategy | trend forecasting Nativa Spa is a brand made in Brazil, with a fast-growing track record, part of the global bath & body umbrella brand O Boticário - the #2 player in the CFT market in Brazil. Independently, and alongside 360i (Dentsu Aegis), I worked as a brand consultant and lead strategist to identify relevant territories for the brand's launch in the U.S. These included qualitative and quantitative research to inform their Most Valuable Audience (MVA), cultural audits, followed by behavioral insights, and strategic brand propositions for reaching their business objectives in the US. Below, a brief *sample of some of the materials delivered. *The samples do not reveal any findings or insights due to confidentiality agreement with the client. https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/60382bd085dfab6dd3fb9ffb/60382be414e4b77070b5981f/1614293999652/Screen+Shot+2021-02-25+at+5.32.34+PM.png 360i + Nativa Spa https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/60382bd085dfab6dd3fb9ffb/60382bd0bf97fa3411cd32f8/1614294042341/Screen+Shot+2021-02-25+at+5.32.07+PM.png 360i + Nativa Spa https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/60382bd085dfab6dd3fb9ffb/60382bd08209790a7895f72b/1614293982959/Screen+Shot+2021-02-25+at+5.31.50+PM.png 360i + Nativa Spa http://www.robertacajado.com/fcs-ny daily 0.75 2020-09-10 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f595750df9d6b27bff2f26d/1614295993417/Screen+Shot+2020-09-09+at+6.28.06+PM.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f59575035e751014cb0c4b1/1614295993403/Screen+Shot+2020-09-09+at+6.27.24+PM.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f59573bfeb2c772e0d5c40c/1614295993400/Screen+Shot+2020-09-09+at+4.41.12+PM.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f5956a467d71a06db0e40a8/1614295993398/Screen+Shot+2020-09-09+at+4.18.24+PM.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f595675c62aae6ab68de885/1614295993394/IMG_9951.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f59566da2693c2baac587ba/5f59566d08252f38cefe6f61/1614295993390/FCS_LivingRoom.png fcs ny https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f594a0826c9167824018950/1614295993387/FCS_2_3-colors.gif fcs ny - Fine Construction Services | NYC Brand + cultural strategy | visual concept | art direction FCS has been in NYC for over 30 years delivering impeccable commercial and residential renovation for businesses and families. The challenge of this 4-month project was to fully rebrand the company bringing back the essence of its passionate founder, Ciaran Strong, and his endless pursuit to embrace the humanity of the building process. To make this happen, the work process went through stages such as desk + qualitative research, cultural audit, competitive analysis, trend forecasting, brand positioning tools, ending in creative moodboards. To translate the brand strategy and cultural insights into visual and verbal language, I collaborated with the following brilliant team: Diego Saldiva: Visual Id + Illustration + animation Fernanda Cajado: Graphic design - stationary Clare Albers: Copywriting https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59394b13e5105118429158/1614295993382/FCS_LivingRoom_2.gif fcs ny Website detail for FCS (Fine Construction Services), NYC. | August, 2020 | illustration + animation: Diego Saldiva http://www.robertacajado.com/unicef daily 0.75 2021-02-26 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f5922b5814991421011945b/1599772060624/Screen+Shot+2020-09-09+at+2.32.34+PM.png unicef - Unicef: EVM Strategy | Design Research | Facilitation In a 5 month contract with The Nucleus Group, I had the opportunity to dive into the topic of Effective Vaccine Management (EVM): an initiative by Unicef and WHO. The first stage of this project brought me to a 10-day journey in Lagos, Nigeria, where I had the privilege of collaborating and leading facilitators in a workshop for 250 people. The main objective of this work was to simplify the message of EVM, engaging and motivating its professionals to understand and confidently take ownership of the EVM initiative. This objective took shape through the development of tools and materials, such as 10 learning modules, a website, and an informative animated video. https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5a50d66f95fd749e9f31f5/1599754698069/DSCF1659.jpg unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5a50c70b968a60c5719405/1599754607619/Screen+Shot+2020-02-12+at+4.22.33+PM.png unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5a50c070b7692fd7ce51ca/1599754607621/Screen%2BShot%2B2020-02-12%2Bat%2B4.21.51%2BPM.jpg unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5a50abeaa9c51a0d63654f/1599754732979/DSCF1700.jpg unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f593208693ef558318aea7f/1599681048483/evm2.png unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5931e135b8c5528987f0ba/1599718480228/evm4.png unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5931de9581ba21e1693c61/1599680996208/evm3.png unicef https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/5f5931de8afee05ec482ee92/5f5931de9581ba21e1693c5e/1599680997659/evm1.png unicef http://www.robertacajado.com/thesis daily 0.75 2020-09-10 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f599f9b652df21685d05957/1599709093422/Screen+Shot+2020-09-09+at+7.13.28+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a414df9d6b27bffdc526/1599710235378/Aging_Website.051.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a9b7e435ae3208593c71/1599711678526/Aging_Website.076.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59920167d71a06db172617/1599707458497/Screen+Shot+2020-09-09+at+10.39.24+PM.png grad thesis - Grad thesis: Aging During my grad program in Branding at the School of Visual Arts, faculty presented culturally relevant themes to be investigated and generate a strategically creative outcome. Students were also given the opportunity to present their own proposals aside from the existing themes. I took the liberty to propose a theme that was part of an ongoing subject of my research: Aging x Ageism. The proposal was selected, and our team embarked on a deep exploration of how advertising and other industries continue to blindly market to the ever young generation, which in Naomi Klein’s words “makes a good deal of sense, since they are the ones who grew up sold." Below is a sample of our research and pathways to liberate ourselves from the socially prescribed timelines based on age. https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a6a37dcf243c53a06a45/1599710897027/Screen+Shot+2020-09-09+at+10.08.22+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59aa97e435ae3208595b33/1599711900854/Aging_Website.077.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59ac4bc21f38271eba2be1/1599712340682/Aging_Website.072.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f599ea5c21f38271eb89fda/1599708843790/Aging_Website.002.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a237654f8b40237a86ae/1599709769661/Screen+Shot+2020-09-09+at+7.14.23+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a3ae6fe5f14fe1cd0934/1599710142888/Aging_Website.052.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f599f58df9d6b27bffd39b2/1599709023249/Aging_Website.009.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a8fee435ae3208591fe6/1599711502001/Aging_Website.056.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f598ec18c024b4d4aeab554/1599704777020/Screen+Shot+2020-09-09+at+7.12.36+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a832feb2c772e0e1176e/1599711287068/Aging_Website.055.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a504c62aae6ab6998093/1599710472965/Aging_Website.019.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59ac30652df21685d1b8bc/1599712309678/Aging_Website.071.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f599e1b31fca70e0d05096a/1599708706172/Screen+Shot+2020-09-09+at+7.13.14+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a3d8c62aae6ab6996208/1599710175451/Screen+Shot+2020-09-09+at+11.47.46+PM.png grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59aaaad3cff1429e2fb11a/1599711920144/Aging_Website.075.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a368a2693c2baad0ae30/1599710063645/image-asset.jpeg grad thesis https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/5f59a6e7080da310abafc99f/1599710958935/Screen+Shot+2020-09-09+at+10.08.10+PM.png grad thesis http://www.robertacajado.com/freeunion daily 0.75 2021-02-27 https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f6b70db72637802753e/1614298993578/Screen+Shot+2021-02-25+at+7.21.11+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f69ed288b3de10f2f97/1614298991516/Screen+Shot+2021-02-25+at+7.20.49+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f672e7ceb6398cd48a6/1614298990161/Screen+Shot+2021-02-25+at+7.20.24+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f67cc0b8460b6ddd5ca/1614298994945/Screen+Shot+2021-02-25+at+7.19.49+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f653e90844c38a9f400/1614298986949/Screen+Shot+2021-02-25+at+7.19.36+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f649a380619a2535215/1614298984329/Screen+Shot+2021-02-25+at+7.18.20+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f64c4b49b68b4b8d718/1614298988820/Screen+Shot+2021-02-25+at+7.15.36+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f633f9bfd5846d86912/1614298985722/Screen+Shot+2021-02-25+at+7.14.40+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f63db5b78078ba7b481/1614298987045/Screen+Shot+2021-02-25+at+7.14.25+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f62025e1f4da2aa7ae5/1614298984493/Screen+Shot+2021-02-25+at+7.12.50+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/603833b9057b2844c42eec90/60383f624f527c18f68ec380/1614298983336/Screen+Shot+2021-02-25+at+7.12.33+PM.png freelancers union https://static1.squarespace.com/static/53323a3ce4b02a856077dd04/t/603834f40002f658eda7edc1/1614296383491/freelancersunion_layout freelancers union - Freelancers Union Brand/Social strategy + Cultural Insights + Visual Language The Freelancers Union has advocated on behalf of independent workers since 1995, giving its 500k+ members access to education, resources, community, benefits, and a powerful voice.

 Over the years, Instagram became Freelancers Union’s main connection with its audience of creative, independent workers. With that in mind, I developed a process to uncover cultural and behavioral insights that led to a visual and conceptual approach for their Instagram page.
 The end goal was to engage creative freelancers into a desired community that inspires and provides knowledge, tools, and relational opportunities. Below, a brief *sample of the deliverables. *The samples do not reveal any findings or insights due to confidentiality agreement with the client.