Caxambu – MG

For the city of Caxambu, in southern Minas Gerais, Brazil, we conducted an advocacy project aimed at aligning public policy vision with the concept of a vibrant, people-centered city. The diagnostic phase sought to identify the city’s true vocation. In the 1930s, Caxambu was renowned for its glamour and its powerful thermal mineral springs. Today, however, it no longer enjoys the same reputation. At the time, the mayoral candidate wanted to understand whether this vocation was still relevant and what strategic guidelines would be necessary to leverage the existing infrastructure, reclaim, and reinterpret the city’s original identity for a contemporary context.