Região do Queijo do Serro – MG [En]

A pioneering place branding project for a region involving 11 cities in the countryside of Minas Gerais that together represent the know-how behind the traditional Serro artisanal cheese, which recently received a geographical indication designation.

The challenge was to understand what, beyond the cheese itself, could unite these 11 cities, identify the key assets of each one, and determine how each city could contribute to a strong and collective positioning for a region defined not by geography, but by an ancestral cultural heritage.

The engagement process included co-creation workshops across all 11 cities. Dozens of kilometers were traveled throughout the region, enriching the strategy with the goal of reducing dependence on mining, attracting new talent, fostering tourism, and creating new business opportunities.

The strategic plan was based on the exploration of future scenarios, enabling the identification of the projects needed to respond to different possible contexts.