Case 1
Context Following the Lava Jato Operation, the company came to operate under intense media exposure, reputational collapse, and widespread public scrutiny, with severe impact on its institutional image and internal morale.
Challenge To begin reputational reconstruction in a scenario where trust had been deeply shaken and the internal audience no longer recognized itself in the brand it represented.
Approach The strategy started from an ethical and institutional ground zero. Before repositioning the company externally, it was necessary to rebuild belonging, coherence, and trust internally. The work combined ethical reaffirmation, narrative reorganization, valorization of the company's history, and visibility of social initiatives.
Deliverables · Institutional communications repositioning · Ethical reaffirmation and anti-corruption communications · Relaunch of compliance frameworks · Editorial strategy highlighting company history · Internal audience re-engagement initiatives
Impact In an environment with 75% negative mentions reaching an average of 6.1 million people per day — measured across nearly 70,000 mentions between March and June 2015 — reconstruction began with internal coherence and narrative reorganization. This work restored the company's capacity for sustainable public response and provided the foundation for subsequent external repositioning.
Engineering and heavy construction firm operating in over 20 countries with more than 100,000 employees, subject to a nationwide criminal investigation. Brazil — 2014
