Bioma Ancestral Communication
Positioning Strategy and Launch Narrative
To Know Is to Feel. A Call to Act
Challenge
The communication market is still marked by a homogeneous discourse
that invisibilizes the knowledge and languages of historically marginalized communities. In this scenario, Bioma Comunicação Ancestral emerges as
an innovative platform from PretaHub, with the aim of connecting Black, Indigenous, peripheral, and LGBTQIAP+ communicators to the market and social organizations, driving positive impacts through Ancestral Communication — a model based on traditional, collective, and territorial knowledge.
The challenge was to translate this concept into a strategic positioning.
Strategy
Communication that honors the past to transform the future
The proposal was to position Bioma as a reference in Ancestral Communication — a strategic tool for the market; and a space for the strengthening and valorization of communicators.
The strategy was built on four central pillars:
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Positioning as a strategic tool
- Ancestral Communication was presented as a market strategy, capable of generating differentiation and social impact by valuing traditional and collective knowledge.
- The narrative positioned Bioma as a space for continuous exchange and learning — where communicators are recognized as strategic agents in the market.
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Sensory and accessible narrative
- The concept of Ancestral Communication was translated into a simple, sensory, and inspiring visual language, capable of emotionally connecting people to the platform's proposal.
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Manifesto as a mobilization tool
- The manifesto was structured as an invitation for communicators to recognize their knowledge as market power, valuing their experiences and languages as strategic differentiators.
- The language was carefully constructed to balance a tone of welcome with a call to action.
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Community building and brand sustainability
- With the intention of building a sustainable ecosystem, the content strategy was developed to create a continuous bond with the community of communicators, utilizing multiple channels to strengthen engagement and brand recognition.
Source: Mequetrefismos
Trust what you feel.
Trust what you know.
Trust what you do.
The narrative was structured to reinforce that, although the term "Ancestral Communication" may seem new, it is already practiced daily by historically marginalized communities:
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The sisterhoods.
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The herbalists and healers.
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The egg truck.
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The silent look that says it all.
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The samba circle.
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The spiritual circle.
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The "sevirologia" (street smarts).
This knowledge is passed down from generation to generation, often
orally, preserved as strategies for living and survival. Bioma's proposal
was to resignify this knowledge as market tools, inserting them into the field of strategic communication.
The manifesto was launched in video, connecting sensory and symbolic elements to translate the concept of Ancestral Communication visually
and emotionally.
The idea
The Process
From concept to practice
1 Research and immersion
A solid foundation for building a strategic and affective identity.
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We conducted in-depth research to map how Ancestral Communication was already manifested in practice.
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Active listening was conducted with the Bioma team to capture perceptions of language, symbology, and cultural identity.
2 Manifesto creation
An invitation to feel and act.
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The manifesto was built from the research findings and active listening.
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The language was structured to connect emotion and action, reinforcing the collective and political nature of Ancestral Communication.
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The tone of voice was designed to be direct, inspiring, and accessible — balancing tradition and contemporary.
3 Brand identity development
Translation of the narrative into visual language.
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The narrative was translated into the visual identity developed by Agência Silva.
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The aesthetics were designed to reinforce the symbolic and sensory nature of Ancestral Communication.
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The visual elements were designed to create a sense of belonging and connection with people's cultural roots.
4 Strategic implementation
Community building and sustainability.
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The content strategy was created to consolidate Bioma's digital presence and strengthen the bond with communicators.
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The content was designed to be replicable and adaptable, allowing Bioma to grow organically and sustainably.
Impact and Innovation
✔️ Strategic innovation – Ancestral Communication was presented as
a market tool and a competitive differentiator.
✔️ Authentic connection with the audience – The narrative created a genuine bond with communicators and the general public.
✔️ Sustainability and continuity – Content strategy developed to ensure the platform's permanence and growth, consolidating Bioma as a tool for social transformation.