Create Cast

A project designed to share the stories of professionals who use NSK products. I deeply believe that Clinical Education becomes even more powerful when it connects with real stories — when it moves beyond formal presentations and becomes part of authentic, inspiring, and human conversations. Create Cast was born from this belief: an NSK podcast created to listen to and share the stories of those who practice Dentistry with purpose.

Cerec Tessera Brazil market launch

Introduction of the Ceramic Blocks portfolio from Dentsply Sirona into the Brazilian market. In 2022, I had the opportunity to lead the launch of CEREC Tessera in Brazil, an innovative solution that brought greater efficiency, strength, and predictability to digital workflows in restorative dentistry.

Rebranding VIPI

A major transformation project involving the transition of the VIPI brand into Dentsply Sirona. Rebranding is a complex process that goes far beyond visual identity — it requires redefining perception, positioning, and purpose.

There is always a risk of losing the recognition and emotional connection built over time, while also requiring strong alignment across internal culture, strategy, and communication to ensure consistency throughout the organization.

When executed effectively, rebranding strengthens brand relevance and prepares the business for a new cycle of growth. This was the outcome of this project, successfully integrating VIPI into the Dentsply Sirona brand and reinforcing its long-term strategic positioning.

Protaper Ultimate brazilian market launch

Introduction of the ProTaper Ultimate endodontic file system from Dentsply Sirona into the Brazilian market, expanding access to advanced solutions designed to enhance efficiency, safety, and predictability in endodontic treatments.

Creation of the Saevo Brand

Creating a new brand after a merger is one of the most complex strategic challenges an organization can face, as it goes far beyond defining a name or visual identity — it requires building new meaning, purpose, and positioning.

Saevo represented exactly that challenge: creating a brand in the dental industry designed to become a global reference for the equipment portfolio of Alliage. The branding process was executed end-to-end, with every element — from color palette and logo to product architecture, strategic positioning, and storytelling — carefully designed to deliver a brand built to the highest standards and prepared for global relevance.

Rebranding Dabi Atlante

A rebranding strategy is essential to ensure that business evolution is supported by a brand aligned with its current stage and future ambitions. It enables the company to reposition itself, increase relevance, and strengthen its perceived value in the market.

In this case, there was a clear intention to modernize the brand and move it away from a predominantly local perception, elevating it to a more global and refined positioning. The logo was completely restyled in shades of blue, while preserving the essence of its original design. The color palette, photographic tone, and entire communication guideline were redesigned to position the brand where it aspired to be in the years ahead — more international, more sophisticated, and strategically aligned with its long-term vision.

Merger: Gnatus + Dabi Atlante = Alliage

In 2015, I was directly involved in leading a complex and large-scale marketing and brand management project resulting from the merger between Gnatus and Dabi Atlante, which led to the creation of a NewCo. In this context, I had the opportunity to lead the branding development behind the creation of Alliage, as well as design the new Marketing structure formed through the integration of both organizations.

This work involved defining brand architecture, positioning, identity, and strategic foundations, ensuring a unified and future-ready brand aligned with the company’s global ambitions.

Colored Handpieces

In 2010, the Brazilian handpiece market was dominated by traditional metallic finishes in aluminum, brass, and stainless steel, led by brands such as KaVo, NSK, and Dabi Atlante. At that time, Gnatus had just entered this segment and needed a strong differentiator to capture market attention.

My project was to introduce color into a category that had always been purely functional and visually standardized. Inspired by the bold repositioning strategy used by Fiat with the relaunch of the Fiat Uno, we developed a line of colored handpieces designed to bring personality and emotional connection into the product. The result was an immediate commercial success, with particularly strong adoption of the pink version, which resonated strongly with female professionals and helped redefine visual differentiation within the category.