When João Paulo joined the company, the brand Uniflex didn’t exist. The business operated under a different name and lacked a clear identity, positioning, or structured market approach.
The product — curtains and blinds — was widely commercialized but perceived as a commoditized category, with little differentiation between suppliers. Sales were primarily driven through independent retailers, without a unified brand experience, standardized communication, or strategic positioning.
The challenge was not just to create a brand, but to redefine how the product was perceived — transforming it from a functional item into a recognized, desirable, and trusted solution in the market.
Solution
The project began with the creation of the Uniflex brand from scratch, including naming, visual identity, and strategic positioning.
From this foundation, a complete communication ecosystem was developed — spanning printed materials (catalogs, magazines, packaging), digital platforms, advertising campaigns, and retail communication. The brand was implemented consistently across all touchpoints, creating a unified and recognizable presence.
Beyond branding, the work expanded into structuring the business itself:
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Development of standardized communication for resellers
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Creation of training materials, technical documentation, and workshops
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Implementation of digital platforms, including the website and the Uniflex Connect app
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Active participation in major architecture and design events such as Casa Cor, Mostra Black, and Modernos e Eternos
The project also involved close collaboration with internal teams, especially HR, to strengthen company culture and internal communication — contributing to recognitions such as Great Place to Work and Green Building Council certification.
The transformation positioned Uniflex as one of the most recognized brands in its category.
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8 consecutive years as Top of Mind brand in the curtains and blinds segment
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Strong brand recognition across both retail and specification markets
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Consolidation of a structured reseller network with consistent identity
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Expansion into digital platforms and ongoing content strategy
What started as a fragmented operation became a cohesive brand ecosystem, capable of generating value, recognition, and long-term market relevance.
presence.
Beyond branding, the work expanded into structuring the business itself:
-
Development of standardized communication for resellers
-
Creation of training materials, technical documentation, and workshops
-
Implementation of digital platforms, including the website and the Uniflex Connect app
-
Active participation in major architecture and design events such as Casa Cor, Mostra Black, and Modernos e Eternos
The project also involved close collaboration with internal teams, especially HR, to strengthen company culture and internal communication — contributing to recognitions such as Great Place to Work and Green Building Council certification.
Uniflex was never just about creating a brand — it was about redefining perception.
The core idea was to elevate a product often seen as secondary into something that carries design, identity, and purpose within architectural spaces. This required not only visual consistency but also education: teaching the market how to see, specify, and value the product differently.
By aligning branding, communication, training, and digital platforms, the project built a bridge between product and perception — turning something ordinary into something intentional.
