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Fortalece Project
In March 2020, as the pandemic gained momentum and lockdowns became a reality,
a group of 12 people (between copywriters, art directors and designers) kicked off a non-profit
project to support a group on the front lines of the economic crisis: small businesses.
That was the birth of @fortalece.cwb.
'Fortalece' is a popular slang that can be translated as 'Bolster'.
And 'CWB' is the acronym for Curitiba, the city where it all began.
In March 2020, as the pandemic gained momentum and lockdowns became a reality,
a group of 12 people (between copywriters, art directors and designers) kicked off a non-profit
project to support a group on the front lines of the economic crisis: small businesses.
That was the birth of @fortalece.cwb.
'Fortalece' is a popular slang that can be translated as 'Bolster'.
And 'CWB' is the acronym for Curitiba, the city where it all began.
We operated just like a remote agency, managing our workflow via WhatsApp and Trello.
Also coordinating with media outlets to amplify both the cause and the project.
Role
Founder, Copywriter, PR, Strategist
Where
Freelancer
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Visual ID
The visual identity was designed for easy replication. Thanks to the significant
media coverage, people from other cities soon reached out to adopt the model
and support their own local communities.
The visual identity was designed for easy replication. Thanks to the significant
media coverage, people from other cities soon reached out to adopt the model
and support their own local communities.
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Spreading the Word
In total, over 30 independent profiles were created. From nearby hubs like São Paulo to more distant
cities like Belém do Pará. The movement even crossed borders, reaching Portugal (Lisbon and Porto)
and the US (New York City), where it was rebranded as @ImWith.NYC.
In total, over 30 independent profiles were created. From nearby hubs like São Paulo to more distant
cities like Belém do Pará. The movement even crossed borders, reaching Portugal (Lisbon and Porto)
and the US (New York City), where it was rebranded as @ImWith.NYC.
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Power in Numbers
Altogether, it is estimated that over a thousand small and micro-businesses
had their products and services promoted entirely for free.
A support network that strengthened local commerce and delivered a profoundAltogether, it is estimated that over a thousand small and micro-businesses
had their products and services promoted entirely for free.
impact during one of its most challenging periods ever.
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