Arboria is an architecture studio specialized in residential and interior projects. Founded by Marcus and Sanger in Belo Horizonte, the studio transforms spaces into living environments, fostering a sense of belonging and well-being through solutions that balance aesthetics, functionality, and comfort.
Our partnership began at the very foundation of the brand — from naming, positioning, visual identity, and value proposition to the definition of strategic language — and evolved into its digital implementation across social media platforms. With a contemporary approach, Arboria develops projects focused on intelligent design, construction feasibility, and sustainable vision, translating residents’ personalities with technical precision and emotional sensitivity.
Following the development of the brand foundation, we created the content strategy and digital presence, strengthening the studio’s authority and preparing it to operate within a highly demanding market.
Arboria Estúdio Arquitetura
CHALLENGE
Introducing a new brand into an established architecture market, building recognition from launch while highlighting its core strengths: functional and welcoming projects, precise execution, and an original architectural language.
The challenge was to position Arboria as a reference in architecture that seamlessly integrates functionality, well-being, design, and a strong connection with nature — translating this value into digital communication and attracting clients aligned with the studio’s style.
The challenge was to position Arboria as a reference in architecture that seamlessly integrates functionality, well-being, design, and a strong connection with nature — translating this value into digital communication and attracting clients aligned with the studio’s style.
RESPONSIBILITIES
We developed the brand from its strategic foundation through to its digital activation, including brand positioning, visual identity, and communication guidelines. We defined the ideal audience, value proposition, tone of voice, and editorial lines, as well as guidance for visual documentation, presentation materials, and social media adaptations. We implemented the content strategy, ensuring consistency across narrative, aesthetics, and brand expression.
STRATEGY
The strategy was structured around three main pillars:
Diverse content:
We created visually refined project content, combined with explanatory materials that highlight technical expertise, methodology, and the studio’s design signature. “Before and after” content was approached with an engaging narrative, emphasizing complete spatial transformation.
Multichannel distribution:
Content was strategically designed to interact across platforms, fulfilling different roles throughout the customer journey.
Instagram as the primary authority channel; Pinterest for inspiration and discovery; YouTube Shorts to expand reach; and the blog for technical depth and brand expertise — covering all stages from first contact to conversion.
Content was strategically designed to interact across platforms, fulfilling different roles throughout the customer journey.
Instagram as the primary authority channel; Pinterest for inspiration and discovery; YouTube Shorts to expand reach; and the blog for technical depth and brand expertise — covering all stages from first contact to conversion.
Smart advertising:
The ads strategy was developed to strengthen brand positioning, amplify organic content, and reach qualified audiences. Campaigns prioritized transformation storytelling and consistent brand presence, instead of generic or purely institutional direct-sale formats.
The ads strategy was developed to strengthen brand positioning, amplify organic content, and reach qualified audiences. Campaigns prioritized transformation storytelling and consistent brand presence, instead of generic or purely institutional direct-sale formats.
RESULTS
In its first year after launch, Arboria successfully consolidated its brand positioning, enhanced its perceived value, and began attracting qualified clients who are fully aligned with its approach. The projects gained strong visibility on social media, driving organic growth and generating high-quality leads.
NUMBERS
+100K monthly views
From 0 to 7K followers in one year
Qualified lead generation
Higher engagement rate compared to other firms in the sector
Average of 500 new followers per month
From 0 to 7K followers in one year
Qualified lead generation
Higher engagement rate compared to other firms in the sector
Average of 500 new followers per month
“Having a structured digital presence has generated tangible results for the business. The brand is now perceived in a more professional and strategic way, and the content has directly contributed to attracting highly qualified clients. We can feel our relevance growing in the market. The strategy is already delivering real returns and is clearly putting us on a path of expansion — and we’re only just getting started.”
Sanger Quintão
Co-Founder Arboria Estúdio Arquitetura
TEAM
Art Direction & Design: José Augusto Kiko
Strategy & Creative Direction: Renato Coelho
Strategy & Creative Direction: Renato Coelho
