brand strategy

I help brands clarify their purpose, positioning, and communication with a structured strategic approach.

✔ Validate Value Proposition – Ensure your brand delivers meaningful value to the right audience.

✔ Brand Positioning – Define the most relevant and differentiated positioning for long-term success.

✔ Brand Architecture – Structure your brand portfolio for clarity and scalability.

✔ Brand Concept & Intangibles – Identify the emotional and strategic core of your brand.

✔ Naming – Develop distinctive and memorable names aligned with your strategy.

✔ Communication Plan – Create a roadmap for effective brand messaging and audience engagement.

I NEED THIS

service design

I design seamless and impactful service and product experiences by mapping customer interactions and uncovering opportunities for improvement.

✔ Journey Mapping – Visualize the full customer experience to identify pain points and opportunities.

✔ Experience Optimization – Design intuitive and engaging service/product experiences that enhance satisfaction.

✔ Value Proposition Development – Align services with real customer needs for greater relevance.

✔ Holistic System Analysis – Understand the ecosystem of interactions, supporting materials, and infrastructure.

I NEED THIS
business design @ Miguel Melo /// Brand Strategy, Business & Service Design

business design

I help businesses define and refine their products and services to ensure they are valuable, viable, and scalable.

✔ Value Proposition Development – Shape offerings that truly resonate with users and stand out in the market.

✔ User & Business Validation – Align customer needs with business objectives for long-term sustainability.

✔ Strategic Business Modeling – Structure business models that drive growth and differentiation.

✔ Sustainable Growth Planning – Build a foundation for scalable and future-proof success.

I NEED THIS

emotional culture

Because culture eats strategy for brunch.

I believe that humanized workplace cultures create more meaningful jobs, happier and more fulfilled employees, and ultimately, stronger, more competitive organizations. I believe that emotions drive behaviours.

✔ Culture as a Strategic Advantage – Build an emotional culture that fosters engagement and performance.

✔ Human-Centered Leadership – Empower teams by integrating emotional intelligence into company culture.

✔ Behavior-Driven Insights – Leverage emotions to shape positive workplace behaviors and collaboration.

✔ Workplace Experience Design – Create environments where people feel valued, inspired, and motivated.

MORE

HOW I WORK

A strategic mix of research, collaboration, and creative problem-solving.

Every project is unique: I design the process around your specific needs, ensuring a balance between research, strategy, and execution.

I use a multi-layered approach that combines:

  • Desk Research – Market trends, competitive analysis, and cultural insights.

  • In-Depth Interviews – Understanding real needs, motivations, and behaviors.

  • Collaborative Workshops – Aligning teams and unlocking creative solutions.

  • Qualitative Market Research – Observing patterns and uncovering blind spots.

  • Strategic Sprints – Rapidly prototyping and testing ideas.

WHY THIS APPROACH WORKS:

This process doesn’t just generate insights—it builds internal momentum and ensures lasting impact.

  • Collaborative and iterative processes compress project timelines, ensuring faster and more effective outcomes.

  • By involving key collaborators from different departments, strategic and creative alignment happens organically.

  • Teams feel more invested in the process, leading to stronger commitment during implementation and beyond.

  • Connecting objectives and KPIs with strategy, making implicit ideas explicit and actionable for structured brand conversations.