Lotosports - Art Direction

As art director at Lotosports, I was responsible for creating the brand's branding and strategic positioning in the market. I developed key visuals (KVs) and managed design and copywriting teams, in addition to leading processes and integrating external teams in Medellín and Recife. The creative direction was based on market and behavior research, as well as quantitative and qualitative analyses of the 2023 content. The new brand identity is based on the pillars of innovation, entertainment and safety, with a focus on a young-adult audience, renewing the look, the tone of communication and strengthening customer relationships via CRM.