Projects developed

Branding Curioso

Branding is one of the marketing elements that captivates me the most and grabs my attention. Perhaps that's why I've been involved in brand creation, rebranding, and so on so many times. In 2024, I started a content profile on IG called Curious Branding (@brandingcurioso), where I've been building a master data of curiosities about logos and the history of brands.

Rebranding VIPI

In 2023, I had the privilege of leading a comprehensive 360º marketing project related to the rebranding of VIPI; a leading brand in the Dental Prosthetics segment in Brazil and part of the world's largest dental company, Dentsply Sirona.

The project's goal was to create a new perspective for the brand in the market, redefining its presence in the consumer's mind, and through this transformation, revitalizing the brand's digital communication to generate recognition and engagement.

Cerec Tessera Launch

In 2022, I oversaw the launch and introduction of the Cerec Tessera line into brazilian market. Dentsply Sirona has always been a reference in Digital Dentistry, and the launch of the line was eagerly anticipated by the market and the company itself due to the technology and potential results it would bring to the portfolio. In 2022, we experienced double-digit growth, one of the most significant results in the category for the company globally.

In 2023, as part of the strategic development of the Dentsply Sirona and VDW lines in Endodontics, we held the first DS Roots event. It was the first event 100% dedicated to Endodontics by Dentsply Sirona, with an incredible outcome that resulted in the creation of a flagship in the Endodontic Congress scene in Brazil. It was a great joy to see this project come to fruition, and new editions are already planned.

DS Roots Congress - Conception

Building Saevo brand

In 2015, following the merger process between the Gnatus and Dabi Atlante brands, there was a demand for the creation of a new brand for the Brazilian market, and thus Saevo was born; a massive project that involved not only the launch of the brand but also its product line.

Building Alliage brand

After the merger of the companies Gnatus and Dabi Atlante and the formation of a new "New Co," it was necessary to create a new name; a new brand for the newly established company. The chosen name was Alliage, which originates from the concept of Alliance; nothing more fitting for the companies seeking to unite forces.

After the merger process between the companies Alliage and Emfils in the Dental Implants segment, I led the entire go-to-market strategy and brand creation for Medens; as a way to begin a new storytelling, replacing the two individual legacy brands of the two companies.

Building Medens brand