Publication Strategy
I structure how architectural projects are positioned in international media. Through narrative development, editorial alignment, and strategic framing, I translate spatial concepts into coherent public discourse — reinforcing institutional visibility and long-term positioning.
Terminal BTG Pactual — Perkins&Will and Pascali Semerdjan Arquitetos
Role: Narrative strategy & press direction
Directed press strategy and editorial positioning for the international feature of the project. Structured narrative framing, coordinated interview messaging, and aligned visual assets to reinforce institutional positioning and global visibility.
Outcome: Featured in Interior Design Magazine, strengthening the project’s global visibility and reinforcing the firm’s positioning within high-end corporate architecture.
Oscar Ibirapuera — Perkins&Will + Fernanda Marques Arquitetura
Role: Press relations & editorial positioning
Aligned architectural concepts with editorial expectations, coordinated media communication, and curated supporting materials to reinforce clarity and institutional positioning.
Outcome: Featured in Interior Design Magazine, strengthening international visibility and reinforcing the project’s positioning within the global residential design market.
Oscar Ibirapuera — Perkins&Will + Fernanda Marques Arquitetura
Role: Press strategy & narrative coordination
Coordinated media relations and supported narrative framing. Aligned project messaging with editorial themes of Brazilian modernism, architectural legacy, and 21st-century urban living. Facilitated communication between studio representatives and the international press, ensuring conceptual clarity and coherence.
Outcome: International feature in Wallpaper*, reinforcing the project’s cultural positioning and expanding global recognition.
Photo by Leonardo Finotti.
Confidential Project — Perkins&Will
Role: Narrative development, authorship & editorial positioning
Authored and structured the editorial narrative for a confidential Perkins&Will project. Crafted the text to balance confidentiality constraints with compelling storytelling, developing a conceptual framework that articulates themes of exclusivity, material refinement, and spatial discretion.
Outcome: Publication on FRAME Web, strengthening institutional visibility within international design media.
Photo by Fran Parente.
Galapagos Capital Headquarters — Perkins&Will
Role: Narrative development & publication strategy
Developed and structured the editorial narrative for the publication of the Galapagos Capital headquarters, emphasizing biophilic design strategies, workplace connectivity, and spatial transparency. Translated design concepts into a clear and engaging editorial framework aligned with FRAME’s international audience.
Outcome: International publication on FRAME Web, enhancing global visibility and reinforcing the firm’s positioning in workplace innovation.
Photo by Renato Navarro
Moas Group Headquarters — Perkins&Will
Role: Press coordination & narrative structuring
Led press coordination and supported narrative framing for the interview with Guilherme Meneses, presenting the dual showroom and office concept for the Moas Group headquarters. Structured key messaging to highlight the integration of brand identity, spatial experience, and functional design. Facilitated communication between studio representatives and editorial teams to ensure clarity, alignment, and strategic positioning.
Outcome: International feature in Design Milk, reinforcing the project’s visibility and strengthening institutional brand recognition.
Photo by Renato Navarro
Role: Narrative development & editorial positioning
Developed and structured the textual narrative for international publication, aligning architectural concepts with global editorial standards. Emphasized sustainability strategies, spatial sequence, and material articulation to enhance clarity and institutional positioning.
Outcome: International publication and strengthened global visibility.
Photo by Pablo Castro