NOTHING[ ] / Work / Papo de Criminalista
NationalMeeting.
The first national meeting of a brand with ten years of history. A legal event conceived as a brand project, from identity to the archive that endured after the meeting. From scratch, under a single direction.
Criminalista
São Paulo
[ ] Context
Ten years of brand needed a stage that measured up.
Papo de Criminalista turned a decade building the largest criminal-law community in Brazil. No event had yet translated the weight of that history with the structure, curation and sophistication the brand deserved.
The starting point was clear: create a legal event with brand, experience and production standards, a program able to hold space, create real encounters and endure as a communication asset.
[ ] São Paulo · Brazil
Authority without a stage.
A strong community, with consolidated authority in Brazilian criminal law, but still without a proprietary event able to give that presence a physical form.
Presence that holds the space.
A national meeting with its own identity, production structure, sponsors, supporters, a live experience and a film archive that kept communicating after the event.
[ ] Main stage · Teatro B32 · 2024
[ ] Challenge
High complexity. No reference in the segment.
Bringing the biggest names in Brazilian criminal law onto one stage takes more than scheduling. It takes curation, logistics and a level of production that communicates the same weight as the speakers.
Mário de Oliveira Filho, Aury Lopes Jr., Justice Daniela Teixeira, Alberto Zacharias Toron, Gustavo Badaró and Patricia Vanzolini were among the 15 confirmed names. For each one, we coordinated flights, hotel and transport.
In parallel, we structured the acquisition of 6 sponsors and 22 supporting firms and professional institutions, including OAB Minas Gerais, ONAC, ANADD and ABRACRIM. For each audience, we developed a distinct media kit: corporate brands and law firms cannot be approached the same way within the rules of the Brazilian Bar Association (OAB).
Very few events in the sector had been led with this level of integration between curation, production and brand.
[ ] Sponsor area · foyer
[ ] Identity
A brand created from scratch.
The event's visual identity was developed entirely from scratch, without drawing on any existing Papo de Criminalista asset. Its own logo, key visual, type system and palette, applied at every touchpoint, from the badge to the stage backdrop.
[ ] Strategy
Communication and distribution under a single line of direction.
The communication strategy was built in layers: email marketing flow, organic content, advertising videos, paid media on Instagram and YouTube, a press kit sent to strategic guests and editorial coverage in Conjur, Migalhas, Criminal Player, ABRACRIM, OAB SP and OAB MG.
Every touchpoint followed the same direction, from the first warm-up post to the material handed out at the theater entrance.
[ ] What NOTHING[ ] directed
Identity and event brand.
Created from scratch: logo, key visual, type system and palette. Applied end to end across all materials.
Sponsorship acquisition.
Prospecting, negotiation and closing of 6 sponsors and 22 supporting partners, with distinct media kits for brands and law firms.
Communication and distribution.
Email flow, organic content, advertising videos, paid media, press kit and coverage in specialized legal outlets.
Production and operation.
Signage, badges, stage backdrop, banners, attendee kit, exclusive gifts and full travel logistics for the speakers.
Film capture.
Professional coverage of the event, from stage to backstage, with a dedicated technical crew from start to finish.
[ ] Stage · opening
[ ] Execution
From the stage backdrop to the speakers' gift.
Production covered the whole chain, without splitting responsibility between those who think and those who execute.
Internal signage, badges, stage backdrop, banners, attendee kit, event-branded cups, exclusive gifts for the speakers and full travel logistics for those coming from other states.
The program ran 12 hours. At the end, a networking event connected the 430 attendees present, many at their first in-person meeting with the community.
The recording was made available exclusively to members of the Papo de Criminalista community.
430 attendees, 15 of the biggest names in criminal law on the same stage, 6 sponsors and 22 supporting institutions. An event led end to end, under a single direction, from the first email to the archive that stayed.
[ ] Technical operation · backstage
[ ] Identity applied · sponsors and supporters
[ ] Main auditorium · 430 present
[ ] Impact
What stayed with those who were there.
[ ] What this project demonstrates
The ability to create a proprietary event from concept to operation, without splitting those who think from those who execute.
Sponsorship acquisition in a regulated environment, with a distinct approach for brands and firms within the rules of the Brazilian Bar.
Brand direction applied to the physical world, from the stage backdrop to the film archive that kept communicating afterward.
Not the production of an event. The direction of a brand project.
