SUZAN K FOTOS
TEAR CREATIVE LAB
Brand Strategy • Brand Positioning • Naming • Visual Identity • Brand Platform • Creative Collective
FABIO FABITOS
TEAR Creative Lab is a remote strategic creative collective, a strong creative connection formed by professionals who think differently, yet complement each other.
The name TEAR (in portuguese means Loom) represents the act of weaving ideas, talents, and disciplines into integrated and meaningful brand solutions. Formed by experienced and multidisciplinary professionals, TEAR operates as a strategic partner for brands and agencies in Brazil and abroad, delivering projects in branding, live marketing, and digital communication campaigns, always driven by creativity, sensitivity, and an integrated vision.
The Challenge
Founded in 2020, during an unpredictable global scenario, TEAR was created as an agile and intelligent alternative to serve mid-sized and large companies with excellence. The challenge was to define the collective’s strategic positioning, clarify its focus, objectives, differentiators, and value proposition, especially within the context of the pandemic, where adaptability, collaboration, and efficiency became essential.
The Process
We started with a comprehensive market study and strategic diagnosis, aiming to define:
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Strategic positioning and market focus
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Core objectives and growth vision
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Clear differentiators and competitive advantages
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Value proposition and collaborative model
Based on these insights, I structured the complete Brand Platform, including:
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Brand purpose
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Brand archetype and personas
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Tone of voice and brand narrative
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Brand territory
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Naming (TEAR / Loom)
With the collective’s approval, I led the development of:
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Visual identity system
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Brand guidelines
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Website and digital presence
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Social media assets
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Commercial presentation
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Digital campaigns and communication materials
Since its creation, TEAR has collaborated with brands such as Assaí Atacadista, Unidas, CAIXA, Visa, Perrier, P&G, and Premier Nattú, delivering end-to-end projects that span from strategy and planning to creation and production, across both physical and digital channels.
The Result
Strategic, creative, and differentiated projects that help brands become increasingly relevant to their audiences through impactful, memorable, and authentic experiences.
Transform_ to be and do differently, escaping the ordinary and outdated formulas.
Engage_ more than communicating, it is about creating meaning, emotion, and value.
Anticipate_ seeing beyond, acting before time and expectations.
Rethink_ thinking, rethinking, and refining until the best solution emerges.
