Projeto de fotografia para divulgação do produto em catálogos e redes sociais
Strategy, Positioning, and Commercial Materials for the Doors and Windows Industry
1. Overview
Armony is a doors and windows manufacturer focused on design, performance, and quality, serving architects, engineers, construction companies, retailers, and end customers. I worked on structuring the brand’s positioning and developing strategic materials that made communication clearer, more technical, and aligned with market needs.
My role involved translating technical specifications into accessible and compelling narratives, supporting the sales team with effective materials, and bringing the brand closer to professionals who influence purchasing decisions.
Armony is a doors and windows manufacturer focused on design, performance, and quality, serving architects, engineers, construction companies, retailers, and end customers. I worked on structuring the brand’s positioning and developing strategic materials that made communication clearer, more technical, and aligned with market needs.
My role involved translating technical specifications into accessible and compelling narratives, supporting the sales team with effective materials, and bringing the brand closer to professionals who influence purchasing decisions.
2. Challenge
Armony had a robust portfolio but needed to:
Armony had a robust portfolio but needed to:
- Communicate its differentiators more clearly;
- Translate technical specifications into real-world benefits;
- Strengthen its presence among architects, engineers, and retailers;
- Organize institutional and sales materials;
- Build a modern, trustworthy narrative aligned with the premium fenestration market.
- The challenge was to integrate technique, aesthetics, and clarity creating materials that simplify specification and enhance understanding of the brand’s value.
3. Role
As a product, UX, and marketing strategist at Armony, I worked on:
As a product, UX, and marketing strategist at Armony, I worked on:
- Brand positioning and key message definition;
- Creation of commercial and institutional materials;
- Development of product scripts;
- Structuring technical discourse for communication;
- Supporting the sales team with presentations and arguments;
- Connecting with architects, engineers, and B2B/B2C clients.
My focus was aligning narrative, product, and strategy to improve communication quality and facilitate commercial performance.
4. Process
Diagnosis
Assessment of brand messaging, product study, market analysis, and understanding the sales team’s pain points.
Assessment of brand messaging, product study, market analysis, and understanding the sales team’s pain points.
Technical narrative organization
Transformation of features and standards into clear, direct, and persuasive messages.
Transformation of features and standards into clear, direct, and persuasive messages.
Material creation
Development of presentations, catalogs, institutional texts, datasheets, and support materials.
Development of presentations, catalogs, institutional texts, datasheets, and support materials.
Product scripts
Structured arguments for each line (PVC, pergolas, brise-soleil, special frames), highlighting aesthetics, safety, performance, and applicability.
Structured arguments for each line (PVC, pergolas, brise-soleil, special frames), highlighting aesthetics, safety, performance, and applicability.
Ecosystem relationship strengthening
Content and materials tailored for architects, engineers, and consultants.
Content and materials tailored for architects, engineers, and consultants.
5. Deliverables
Revised and structured brand positioning.
Organized institutional and technical narrative.
Sales-ready presentations.
Product scripts and copy.
Support materials for representatives and partners.
Strategic content for campaigns and offline initiatives.
Enhanced communication with specifiers (architects and engineers).
6. Results
- Clearer, more professional communication of Armony products.
- Greater confidence from the sales team when presenting lines and differentiators.
- Improved technical understanding among architects and retailers.
- More consistent materials aligned with the brand’s premium positioning.
- Standardized narrative that streamlines proposals, meetings, and presentations.
The work elevated Armony’s market perception, reinforcing quality, trust, and design—essential pillars in the fenestration and solutions sector for residential and commercial projects.
7. Final Notes
My work at Armony brought together strategy, product, and marketing to support brand growth and improve communication with technical audiences and end consumers. Message clarity and material structuring helped solidify positioning and strengthen market relationships.
My work at Armony brought together strategy, product, and marketing to support brand growth and improve communication with technical audiences and end consumers. Message clarity and material structuring helped solidify positioning and strengthen market relationships.
Catálogo desenvolvido por mim desde a concepção do design, estudo de tendências e criação e revisão dos textos técnicos.
Documents developed by me for long-term marketing planning, product development, sales, and branding.
