Poços de Caldas – MG

We were commissioned by Sebrae MG to develop the City Branding project for Poços de Caldas, located in the southwest of Minas Gerais. The city, which holds a special place in the collective memory of many Brazilian families, needed to rediscover itself, and this became the central challenge of the project.
Over several months, we carried out a deep immersion process that revisited the past while exploring possible futures. Together with a community that warmly welcomed us and actively participated in the co-creation processes, we developed a strategy grounded in the singularity and authenticity of Poços de Caldas. The work also resulted in the materialization of a strategic plan that marks a new phase for tourism and urban development in the city, while strengthening residents’ sense of pride and belonging.