Project M is an emotional branding consultancy aimed at startups and middle size companies. Applying the concept of archetypes, the work is tailored to develop meaningful brands, with engaging motivation and clear mindset, unveiled in strategic positioning, marketing & visual communication plans.
The services tackle these 3 pillars:

  • Motivation: to identify the emotions and feelings driving the brand
  • Meaning: to create a unique purpose through the application of archetypes
  • Mindset: to translate and develop the meaning into tangible, visual elements known as the brand codes


Archetypes are timeless, cross-cultural symbols that are part of our collective unconscious and create instant identification. They unite image + emotion, working like a compass, always pointing to the brand’s north.

The benefits of their application include:
  • For customers: a clearer brand image, leading to stronger engagement between the consumer and the brand.
  • For companies: by identifying the deep human truth underlying the brand, they understand who they really are, giving meaning to all aspects of the business and providing a consistent, long-run plan to rely on.



Through interviews, questionnaires and research, a consistent long run plan is unveiled in a report that brings the brand motivation, meaning and mindset into life. The service lasts for about 3 months and include the following outcomes:

Archetype Definition

Brand positioning

Marketing & Communication plans

Visual guidelines and references

Execution plan & training



Individual or group sessions targeted at entrepreneurs, branding and marketing professionals in the fashion and beauty industries interested in gaining competitive advantage to address the challenges of brand development.

You will learn the step-by-step to build an archetypical brand following the 3Ms: motivation, meaning and mindset. Find the next dates here


The core purpose is to develop a framework for brand building with activities and exercises to challenge preconceived ideas that can be stagnating or delaying business growth or even hindering confidence to take action.

Sessions last 60 minutes, can happen either in real life or online and after each one a set of tasks and a timeline to execute them will be proposed.



Mirela de 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.

What Clients Say

I stumbled across Project M whilst wanting to rebrand my online fashion store. Except, not knowing where to look or how to start. I was looking for an expert in branding and this is what I found here. Mirela had exceeded my expectations with her in-depth knowledge on consumer purchasing behaviour and has helped me to effectively apply this to my fashion store.

Mirela is friendly, enthusiatic, trustworthy, professional and goes the extra mile; not only had she provided clarity and understanding with postioning my business, but also, most importantly, actionable steps to take to drive my business to the next level. With a greater awareness, we have been able to connect with our consumers on a deeper level and increase our engagement instantly. With so much value gained, Merila has enabled me to shift my mindset and representation from a business to a brand.

I highly recommend her expertise!
Thank you and I look forward to another meeting.

Gen, founder of SleekOne

I worked with Mirela over a period of 5 months to develop the brand identity of my hair salon. Mirela helped me to understand the complexity of branding through discussions and on-line resources. Over the time I went from having a brand that became lost in the sea of hair salons to having a distinct branding message that speaks directly to my audience. Mirela guided me to transform the interior of my salon, my social media, website and the tone of voice to which I communicate to my customers. I want to thank you for your support, its been transformative!

Chloe Robinson, Founder Heroine Hair Collection

LOVESUT is a multibrand store that sells both British and Brazilian designers. Mirela’s work helped us to truly    understand who is our client and what she desires, making the whole design process easier and generating a very        positive engagement between customers and the brand, which was reflected in the sales results.

Ana Coutinho, owner LOVESUT 

Project M allowed Archana Jewellery to be able to identify the heart and soul of the brand through archetypal branding, providing Archana with its differentiation point from others in the same market niche—a truly unique voice that would help us create a deep emotional connection with our audience.

Archana Thani, founder Archana Jewellery

We are a new online shoe business, needed to engage in social media but  had no idea where to start. Since Mirela started working with us, our following has grown significantly. Our posts are strong and consistent and really reflect our brand message. She even took the time to show us how to use each platform effectively. If we could, we would  employ her as a full-time member of the team. Would highly recommend her.

Michelle Smith, founder Beach Society UK

When it comes to fashion marketing and brand development, there are loads of others that talk a good game, but Mirela helps you make it happen.  She worked closely with me on every step to find out my brand identity. Her work is amazing, she engages 100% in everything. Such an amazing person, she was like a coach for me.
When I started my brand, didn’t know what way to go, but Mirela found out all the right ways. Because of her my brand is giving me great results. We still have lots to do, but I know I am in good hands!

Stasa Randall, founder STASA 

In the current competitive industry, it is really hard to stand out as a fashion brand and remain consistent through trends that change several times a year.  Mirela’s unique professional approach and engaged personality have helped OMNISS immensely in drawing the map of brand essence and building the core values of communication with customers.  Mirela is not only impressively informed about fashion history, art and culture, but also open-minded, future forward and creative in her approach. Whether you are a start-up that is just laying the foundation and needs supportive and knowledgeable personalized help or an industry veteran navigating around the growing demands of customers in a saturated competitive market,  Mirela would be able to put you on the right track. As a business we have gained better understanding of our strengths and weaknesses, as well as a supportive industry friend who is motivated by a desire to help you succeed.

Asya Ter-Hovakimyan, founder OMNISS


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