Diretor Criativo e
Estrategista de Marca
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Arboria Estúdio Arquitetura
Tipo de projeto
Branding
Data
2024
Local
Brasil
Função
Direção Criativa
Criação
José Augusto Kiko
Challenge
The challenge was to launch a new architecture brand and establish its presence in the market through a coherent and authentic online narrative. The strategy needed to position Arboria as a contemporary and human-centered studio while effectively reaching potential clients and building recognition within the industry.
Although the initial focus was on Instagram, the strategy was designed to connect across multiple channels, including Pinterest, YouTube, and the website — forming part of a broader multichannel content funnel that supported brand awareness, engagement, and lead generation.
Results
Attraction of new qualified leads within the first month of launch
+1,000 new followers on social media in the first month
+180K monthly reach across platforms
Average of +500 new followers per month sustained growth
35K monthly views on Pinterest
30K monthly views on YouTube Shorts
+150% growth in profile visits within the first quarter
Strategy
The strategy focused on showcasing architecture not just as built form, but as a reflection of lifestyle, context, and human experience. Each project was presented as a story of space, light, and materiality — highlighting Arboria’s sensitivity to the relationship between the constructed and the natural.
Visual Language:
We developed a clean, organic, and architectural visual direction, emphasizing natural materials, neutral tones, and real-light photography. The goal was to express the studio’s signature aesthetic — warm, balanced, and connected to nature — while maintaining visual consistency across all channels.
Storytelling:
The storytelling approach revolved around process transparency and emotional resonance. We brought audiences closer to each project’s journey — from concept and site visits to completion — blending technical insights with personal reflections. The narrative structure followed a sequence of unveiling: teasing new projects, sharing progress, and revealing final results to maintain curiosity and engagement.
Tone of Voice:
We crafted a tone that is professional yet approachable — confident without being distant. Through captions, founders’ statements, and video narrations, we encouraged dialogue and connection with followers, reinforcing authenticity and trust while humanizing the studio’s image.
Arboria Estúdio Arquitetura is a Brazilian architecture studio founded by Marcus and Sanger, based in Belo Horizonte, Minas Gerais. With a design philosophy grounded in functionality, aesthetics, and integration with nature, the studio creates projects that blend architecture and landscape in a way that feels both contemporary and timeless. Our collaboration began with the goal of structuring Arboria’s brand positioning and digital presence to reflect its creative essence and technical excellence.
Our role was to develop a complete brand and content strategy from the ground up — defining positioning, verbal identity, tone of voice, and content pillars. We structured a launch plan for social media, coordinated the creation of photo and video assets, defined publication frequency and formats, and established guidelines for future communication to ensure long-term consistency across all digital platforms.
