Role: Brand Strategist
Client: Demano
Industry: Retail
Platform: IG, X, YouTube
Location: Barcelona
Year: 2014
Context
Demano is a pioneering brand in recycling urban waste materials, specifically PVC banners, into unique handbags, accessories, and everyday objects. Since its establishment in 1999, the brand has been at the forefront of innovation.

The Problem
The brand faced the challenge of having lost its market share, which created a perception that it was no longer innovative and relevant in the market. Overcoming this barrier was crucial to regain again its position as a leader in the industry.


The Insight
In a world where every object tells a story, upcycling and the art of patchwork stand as testaments to the enduring tapestry of memories that bind us, transforming the remnants of the past into treasures of the present. They both serve as mediums for preserving memories. Upcycled items often incorporate materials that have personal significance, while patchwork quilts can include fabrics from cherished garments. Both practices keep memories alive in physical form. Each piece in an upcycled creation or a patchwork quilt tells a part of a story. By binding these pieces together, we create a continuity of stories that reflects the interconnectedness of our experiences and memories.

BRAND strategy
The primary goal was to elevate the brand’s awareness and redefine its identity by embracing the patchwork metaphor. We positioned the brand as an archive of urban tales and memories, presenting it as a mosaic of the city’s history. To bring this vision to life, we crafted storytelling campaigns on social media, engaging with local creatives, artists, photographers, and journalists to narrate the unique journey of each product. We shared the rich anecdotes tied to the banners’ past and spotlighted the locations they once adorned. Another key aspect highlighted the brand’s creative process, showcasing the transformation of street banners into bags.
MY CONTRIBUTION
• Brand Strategy & Positioning
• Brand Communication Plan
• Cultural strategy
• Social Media Strategy
• Omnichannel Strategy
• Qualitative / Market Research
• Consumer Insights Analysis
• Buyer Persona Definition
• Customer Journey Mapping
