— in its own voice.
Parex Engineering
— Insurgent within, unnoticed outside.
Spirit.
Misread.
Unleashed.
Role
Lead Brand Strategist
Sector
Industrial Engineering & Construction
Location
São Paulo, Brazil
At a time when “disruptive” became a buzzword, Parex was actually living it — moving fast, adapting boldly, but unable to explain why. On the outside, it looked slow and conservative. The brand projected legacy and caution — not momentum or innovation. That gap in perception slowed hiring, stalled sales, and limited growth.
Solution
- Interviewed stakeholders across leadership and project delivery
- Mapped cultural signals and internal language to uncover brand posture
- Built the Brand ID Canon — core purpose, values, mission, promise, principles and vision
- Developed a strategic narrative and brand platform: voice, values, messaging
- Created a new visual identity system with clear digital and print guidelines
- Built tone-of-voice guidelines and editorial frameworks for all channels
Results
- Unified leadership and staff across generational lines
- Increased confidence in external partnerships and recruiting
- Clear brand narrative adopted in proposals, hiring, and onboarding
- Positioned Parex as a modern, agile, pragmatic player in a traditional industry
- Set the foundation for digital growth and long-term communication strategy
The work wasn’t
to rebrand Parex
— it was to make it visible.
