Narratives
Sense-making and crafting compelling stories to understand and effectively express the core values, strategies, and results of organizations, communities, and individuals.
Hagámoslo Bien is a citizen-led initiative in Monterrey, Mexico that seeks to promote culture of legality and citizen culture. I led the team of creative consultants that created its narrative, persuasive messages and contents. Hagámoslo Bien used the narrative in their approaches with new partners, outdoors and digital advertising, and throughout their multiple engagements with citizens around Monterrey. It is now become one of the widest-recognized initiatives in the city.
As a company with several business units —one of which trades in the New York Sock Exchange, for its corporate area it is essential to have a clear, focused and effective story. I led the team of consultants that created it. After a process of interviewing key actors within the company, understanding the businesses and overall direction that they were after, a narrative was developed that unified how the different companies worked together for a higher strategic purpose. This narrative also included a suite of strategic messages for the Corporate Area’s key audiences.
iNNpulsa Colombia, the country’s agency in charge of promoting entrepreneurship and innovation set out to understand the attitudes, values, behaviors and mindset of Colombians around this subject matter. Using micro-narratives research with partners at Cognitive Edge, we collected and analyzed over 5.000 stories from individuals in 5 cities, that helped produced key insights leading the agency to design several mindset and cultural interventions to promote entrepreneurship and innovation.Logo and branding treatment as icon
The citizens of Bogotá are only starting to learn how to recycle as a habitual practice. Nonetheless, the Bogotá Recyclers Association (ARB in Spanish) has been around for years. They have been doing the recycling that citizens didn’t know how to or care to do in the past. I led the team of consultants that helped structure their narrative to showcase the importance of the work that they do, to different stakeholders in the city, including its politicians and representative.
