São Paulo

The brand, in person.

A maison decides what it is in Milan, in Paris, in New York. In Brazil, someone has to be that brand every day: find the right street, open the shop, train the person who folds the coat. And on the night of an event, greet every guest by name and leave after the last one. Persona is that someone.

Il brand, di persona.

talk to Persona what Persona does →
Brands Persona has worked with

Moncler, Armani/Casa, She's Mercedes, JHSF Residences, dpot, CasaCor, Vogue House, Natuzzi Italia, Decameron, Green House, and MIA Appliances

Three projects

all the work →
The lounges at Fazenda da Grama
The lounges at Fazenda da Grama
Golf at She's Mercedes
Golf at She's Mercedes
The JHSF polo at Fazenda Boa Vista
The JHSF polo at Fazenda Boa Vista
The polo reception
The polo reception
Baba Vacaro at the MAM
Baba Vacaro at the MAM
The Brazilian flag on the Moncler jacket
The Brazilian flag on the Moncler jacket
The She's Mercedes test drive
The She's Mercedes test drive
The CasaCor award
The CasaCor award
A lounge at CasaCor
A lounge at CasaCor
Vogue House Experience 2024
Vogue House Experience 2024
A talk at Vogue House
A talk at Vogue House
dpot armchairs at the MAM
dpot armchairs at the MAM
The Fazenda da Grama tennis tournament
The Fazenda da Grama tennis tournament
The Salone del Mobile in Milan
The Salone del Mobile in Milan

What Persona does

The occasion At an event in the brand's name, the concept, the guest list, the table plan and the production are Persona's to run. The store Persona opens the maison's store in Brazil and keeps running it after the opening. The team Persona writes how the store serves, then trains the people who sell, so the advisor knows what to say before the price. After the purchase The advisor who made the sale calls the client, and Persona measures whether they came back. The crisis Before, on the day and after bad news, Persona prepares the store and coordinates who speaks to the client.

Persona started on the head-office side

Before founding Persona, Luis Pradas worked for Moncler in Italy, and knows what head office asks a country every week.

about Persona →
Moncler storefront
The Moncler store.

Brand strategy is bossa's job; campaigns are Folhetim's.

  1. bossa, brand consultancy
  2. Folhetim, agency
  3. Persona

What is the brand planning in Brazil?

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