What we do goes beyond any label. We don't just imagine new futures — we design, build and deliver them, side by side with our clients.
We are a boutique transformation consultancy that fuses strategy, business model innovation, branding, design, experience, and end-to-end implementation to create adaptive and resilient organizations.
Every project is uniquely crafted — from in-depth diagnosis through execution and continuous evolution — measured by concrete results, not mere intentions.
This isn’t off-the-shelf consulting, nor is it surface-level change. It’s about driving authentic transformation powered by rigorous methodology, creative originality, and relentless execution.
Services
Discovery
In-company immersion
Market intelligence and strategic foresight
Competitive intelligence and benchmarking
Customer insights and stakeholder research
Strategic diagnosis and opportunity mapping
Strategy & Innovation
Business model innovation and design
Brand positioning and strategic platform
Brand architecture and portfolio strategy
Product and service concept design
Strategic recommendations
Brand Identity & Systems
Verbal identity
Naming and tagline
Brand voice and messaging
Brand narrative and manifesto
Visual identity
Logo and visual identity system
Motion identity
Brand toolkit and guidelines
Experience & Activation
On and offline experience design
Web design and apps
Packaging and editorial design
Environmental graphics and signage
Experience ecosystem design
Journey mapping and optimization
Experience ecosystems and guidelines
Culture and engagement
Employee experience (EVP)
Culture strategy and activation
Implementation & Evolution
Strategy implementation and rollout
Performance tracking and optimization
Brand evolution
Ongoing strategic partnership
Lucas Saad
Lucas Saad, founder and director of Saad, holds a degree in Design and a postgraduate specialization in Branding, with an extension of his MBA at Brunel University in London. He also participated in the Global Creative Leadership program at THNK — The Amsterdam School of Creative Leadership and completed the Management for Organizations of the Future (TEAL) executive program at CESAR School.
With over 20 years of experience in Brazil and abroad, he has led projects for companies of all sizes — from emerging brands to multinationals such as Dow AgroSciences and Brookfield Renewable Energy — across sectors including technology, consumer goods, healthcare, energy, agribusiness, mobility, engineering, services, media and entertainment, among others.
Awards
Awards & Publications
2023
Brandor – 9–6 (Best Naming), Spain
2022
Bienal Iberoamericana de Diseño (BID) – 9–6, Spain
2022
Premios CLAP – 9–6, Spain
2020
Bienal Iberoamericana de Diseño (BID) – Nagüeva, Spain
2018
Lisbon International Health Festival – Vuelo Pharma (Bronze), Portugal
2018
Bienal Iberoamericana de Diseño (BID) – Vuelo Pharma, Spain
2018
Brasil Design Award – Vuelo Pharma, Brazil
2017
iF Design Award – RE, Germany
2017
Premios CLAP – Ipiranga Seeds (CLAP Platinum), Spain
2017
Premios CLAP – RE, Spain
2017
Premios CLAP – Vuelo Pharma, Spain
2017
12ª Bienal Brasileira de Design Gráfico – Vuelo Pharma, Brazil
2015
Bienal Brasileira de Design – Yon, Brazil
2015
11ª Bienal Brasileira de Design Gráfico – Yon, Brazil
2014
iF Design Award – Ipiranga Seeds, Germany
2013
IDEA Brasil Awards – Ipiranga Seeds (Silver), Brazil
Talks
Panels & exhibitions
2019
Elali Novozymes (Encuentro Latinoamericano de Limpieza e Innovación) – Lecture. Cartagena, Colombia
2019
Elali Novozymes (Encuentro Latinoamericano de Limpieza e Innovación) – Workshop. Cartagena, Colombia
2019
Household Summit – Lecture. São Paulo, Brazil
2018
CUBO Itaú – Lecture. São Paulo, Brazil
2018
Polifonia – Lecture. São Paulo, Brazil
2018
MBA in Branding (Universidade Positivo) – Lecture. Curitiba, Brazil
2017
Campus Party – Lecture. São Paulo, Brazil
2017
Campus Party – Panel. São Paulo, Brazil
2017
POPAI Brasil Award – Jury role. São Paulo, Brazil
2017
Brand’s Up Conference – Lecture. Brazil
2017
Charneira Design (PUCPR) – Lecture. Curitiba, Brazil
2017
Encounter with the Market (Universidade Positivo) – Lecture. Curitiba, Brazil
2016
Picnic Festival – RE (Project feature). Rio de Janeiro, Brazil
2016
MBA in Branding (Univali) – Lecture. Balneário Camboriú, Brazil
2015
Instituto Brasileiro de Qualidade e Produtividade (IBQP) – Lecture. Curitiba, Brazil
2014
Semana D – Lecture. Curitiba, Brazil
2014
Pré-Bienal Brasileira de Design (Index/SC Design For All) – Lecture. Chapecó, Brazil
2013
Portfolio Concept (Universidade Positivo) – Lecture. Curitiba, Brazil
Publications
Print Publications
2017
Pequenas Empresas & Grandes Negócios Magazine – Saad Branding+Design (Mentioned in the main cover story “100 Ideas to Start Your Business”), Brazil
2016
abcDesign Magazine – Vuelo Pharma, Brazil
2016
Favourite Design Book – Vuelo Pharma, France
2016
Correio Braziliense – Article (Entrepreneurship section), Brazil
2016
Color Code: Branding & Identity Book – Yon, China
2016
abcDesign Magazine – Ipiranga Seeds, Brazil
2015
Meio & Mensagem Advertising Yearbook – Ipiranga Seeds, Brazil
2014
The Design and Design Book of the Year – Ipiranga Seeds, France
2014
Monochrome: Branding in Black and White Book – Saad Branding+Design, China
Online Publications
2018
Mundo Corporativo Magazine (Deloitte) – Saad Branding+Design (Highlight: Scale-Ups article, Innovation section), Brazil
2018
Design and Design – Yon, France
2017
The Dieline – RE, United States
2017
Favourite Design – Oigo, France
2017
Administradores – Articles (Naming, Brand Essence, Trends), Brazil
2017
Brasil Econômico (iG) – Article (Economy section), Brazil
2017
Design and Design – Vuelo Pharma, France
2017
DesignBrasil – RE, Brazil
2016
The Dieline – Vuelo Pharma, United States
2016
Packaging of the World – RE, United States
2016
Packaging of the World – Vuelo Pharma, United States
2016
Visualgraphc – Ipiranga Seeds, United States
2016
Design and Design – Oigo, France
2016
Favourite Design – Vuelo Pharma, France
2016
Ohmycode – Ipiranga Seeds, Russia
2016
Embalagem Marca – Vuelo Pharma, Brazil
2016
Embalagem Marca – Article (Marketing section), Brazil
2016
Administradores – Articles (Branding, Strategic Planning, Ethnography, Brand Positioning, Dynamic Identities), Brazil
2016
Design Clever – Ipiranga Seeds, England
2016
Retail Design Blog – RE, Hungary
2016
Milk With One Sugar – Ipiranga Seeds, United States
2016
We And The Color – Oigo, United States
2016
We And The Color – Saad Branding+Design, United States
2016
DesignBrasil – Vuelo Pharma, Brazil
2016
DesignBrasil – Articles (Branding, Ethnography), Brazil
2016
InfoBranding – Article: Ethnography, Brazil
2016
Trend List – Saad Branding+Design, United States
2016
Raw (Abduzeedo) – Vuelo Pharma, United States
2015
DesignBrasil – Article (Design section), Brazil
2014
For Print Only (UnderConsideration) – Ipiranga Seeds, United States
2014
For Print Only (UnderConsideration) – Saad Branding+Design, United States
2014
Design and Design – Saad Branding+Design, France
2014
tEdits (TheArtHunters) – Yon, Netherlands
2014
Identity Designed – Yon, Ireland
2014
Paper Specs – Saad Branding+Design, United States
2014
DesignBrasil – Ipiranga Seeds, Brazil
2014
Packaging of the World – Yon, United States
2014
Creative Inspiration – Yon, United Kingdom
2014
New Grids – Saad Branding+Design, France
2014
Branding Served (Behance) – Oigo, United States
2014
Branding Served (Behance) – Saad Branding+Design, United States