GABRIEL BATISTA
2026
I'm a brand strategist with a curiosity for how people think, make decisions, and what gives ideas meaning. My work sits across brand, communication, and creative strategy.
Over the past few years, I've had the chance to grow at Havas and, more recently, at o escritório, where I work as Head of Strategy with brands like Super Bock, Lidl, and NOS. Alongside that, I teach Creative Strategy at Brother.
Here are five projects I'm proud of. Each one shaped by different challenges, teams, and ways of thinking.
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Instagram 04 WTF: REBRAND POWERED BY CULTURAL RESEARCH
Strategy Direction
In-depth Research
Cultural MappingWTF, NOS’s youth brand, shifted from a millennial-oriented identity to one that speaks directly to Gen Z. I played a key role in shaping this transition, grounded in in-depth research and internal cultural mapping. In close collaboration with the brand’s creative director, we defined a new tone that stayed true to WTF’s core while resonating with a fresh audience. The rebrand led to a sharp rise in interactions and strong results in opinion studies, clearly aligning with Gen Z’s mindset and expectations.