To mark the first anniversary of Americanas S.A., we developed a strategic campaign that positioned the new brand as a multi-platform technology holding rooted in a rich legacy. Born from the merger of a century-old retail pioneer and a digital-first company, Americanas S.A. operates across retail, e-commerce, logistics, fintech, and advertising — standing as one of Brazil’s most influential business ecosystems.

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The campaign not only celebrated the milestone but also honored the fusion of two powerful brands. It highlighted Americanas' historical significance — from introducing imported goods to Brazil to driving innovation during the 1929 crisis and promoting social progress by hiring women at that time.

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I led the creation of the first-ever key visual for this new brand, which became its inaugural public expression. The visual concept had a dual mission:

• Preserve the legacy and reputation of an established retail name

• Communicate the bold, tech-driven identity of a future-focused company

 

This campaign served as a cornerstone in establishing Americanas S.A.’s renewed brand voice — one that blends tradition with transformation and positions the company as a leader in innovation and disruption in Brazil’s market.