Macacos – Nova Lima, MG

Project focused on the positioning and brand activation of a district in Nova Lima, located 26 kilometers from Belo Horizonte. The district has a unique character, surrounded by nature and with its own distinct dynamics, offering strong tourism potential. The challenge was precisely how to enhance this tourism and ensure that, in the future, it could become sustainable and antifragile.

“We hired Bloom to develop the Place Branding strategy for our district, São Sebastião das Águas Claras, better known as Macacos. We faced a very difficult situation after the activation of tailings dam sirens, which led to a rapid deterioration of local economic activities. After engaging in dialogue with the community, we defined a course of action to reorganize the district’s identity and positioning as a tourism destination, and Place Branding emerged as the most appropriate path.

I was already familiar with Bloom from previous interactions, and even so the work has exceeded expectations, reaching a truly exceptional level. Caio, Mariane, and the team deliver not only outstanding technical expertise, but also great empathy and a unique approach to engaging with people, which has been transforming the entire context.

Our scenario involves a misalignment of interests, and Bloom has been fundamental in opening dialogue. At the same time, the identification of possible pathways has helped overcome the sense of fatigue caused by previous unsuccessful attempts to articulate local governance.

I am very hopeful about the future and grateful for the partnership with Bloom.”

Vinicius Quintão – Municipality of Nova Lima