Cadillac
Brand Relaunch in Brazil
Translating a global luxury icon into a culturally relevant premium experience
As part of Cadillac’s relaunch in Brazil, the challenge went beyond visibility.
The brand needed to reconnect with a market where it had limited recent presence, and do so in a way that immediately signaled exclusivity, relevance, and premium positioning. This meant that the first interactions with the audience had to carry more weight than usual. They needed to introduce not only the brand, but the level of experience it represents.
This required more than visibility.
It required repositioning.
Tools
Photoshop · Illustrator · After Effects · Miro
Skills
Brand Strategy · Art Direction · Visual Systems · CRM · User Experience
THE CHALLENGE
How do you design first-contact communications that feel truly premium and not just promotional?
The key challenge was to design initial communications capable of attracting a high-value audience without falling into a promotional or mass-market tone.
These first touchpoints needed to feel intentional, curated, and aligned with the expectations of a premium segment, while also building interest ahead of the official launch.
The difficulty was in balancing restraint and impact, ensuring that every interaction contributed to perception rather than just information.
Strategic Approach
Instead of treating CRM as a performance channel, we approached it as a brand experience layer.
Premium Entry Point
Designed invitation-based communication, with focus on exclusivity over reach.
Narrative Warm-up
Created a CRM flow to gradually build anticipation, evolving perception over time.
Experience Consistency
Ensured all touchpoints reflected Cadillac’s premium DNA.
Key work
The work included the development of exclusive invitation materials, the design of CRM communications aligned with the brand’s tone and positioning, and the construction of a warm-up sequence that introduced the brand progressively.
Each piece was crafted to feel deliberate and refined, avoiding excess while reinforcing a cohesive and elevated perception.
Why this project matters
Working closely with the team, I contributed to the creation of the first CRM and acquisition communications for Cadillac in Brazil. My role involved designing invitation pieces and structuring the visual and narrative direction of the CRM flow, ensuring consistency across all touchpoints. This required translating global brand guidelines into a locally relevant expression, while maintaining a high level of visual restraint and precision to reinforce the premium positioning.
OUTCOME
Not one more channel, but a designed relationship.
The result was the establishment of a premium tone from the very first interaction with the audience, creating anticipation and strengthening the perception of exclusivity ahead of launch. The CRM flow helped position communication as part of the brand experience, contributing to a more cohesive and intentional relationship between Cadillac and its potential customers.
This project reinforced my perspective on CRM as more than a communication channel. It became a way to design how a brand builds relationships, where timing, tone, and visual decisions play a central role in shaping perception. Rather than focusing on volume, the work focused on creating meaning through each interaction, using design as a tool to build desire and establish presence.