Mirela Lacerda – archetypal brand strategist.
With 15 years’ experience in the fashion and beauty industries, my work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer, allowed me to understand the market challenges from different perspectives, which motivated the creation of my first consulting business, in Rio de Janeiro, Brazil.
Working with major fashion companies, I realised that a lack of clear identity was the main obstacle in their growth, leading to the research of Jung’s archetypes as a branding strategy. During my MA course at London College of Fashion, the concept was further explored on case studies about British brands.
After identifying a market gap, I created Project M London to help brands understand what is their unique motivation, meaning and mindset.