Luis Marcelo Mendes

What is he doing, anyway?

The life of a Brand, Design e Communications Consultant

Luis Marcelo Mendes is a journalist and consultant to cultural organizations, currently living in Rio de Janeiro, Brazil. His work focuses on communications projects; design and branding management; digital media; publishing and exhibitions. He has been on the road lately creating communications strategies for cultural institutions in Latin America.

His background as an entrepreneur and his multi-disciplinary activities let to a profound knowledge of the cultural sector and a comprehensive understanding of all sides of creatives projects: cultural organizations managers, designers, developers, service providers.

His professional trajectory is based on enthusiasm and ability to design communications strategies, solutions and customer service skills. Since 2011 specializes in the museum sector as an international researcher in branding, audience development, and technologies. He has been engaged with several projects as a curator, lecturer, moderator, and publisher of books and essays.

Awarded in several international design and multimedia festivals such as Bienal de Design da ADG (São Paulo, Brasil); Festival VIDEOBRASIL (Internacional Eletronic Arts Festival, São Paulo, Brasil); Bienal do Mercosul (Porto Alegre, Brasil); Interactive International Show – MECAD – Media Centre d´Art i Disseny (Barcelona, Espanha); Museu de Arte de Macau Interactive Art Show (Macau, China); Vidarte – Video y Artes Electronicas (Cidade do Mexico, Mexico) e II National Biennal (Lima, Peru).

[Download CV] [Also on LinkedIn]

Recent professional activities include:

• Year-long in-house consulting project for the Museum of Contemporary Art (MAC Panamá) with support from the Fundación Heurtematte. Improved audience development, branding, and communications strategies, building trust with local communities that led to a 106% increase in general audience attendance (2017).
• Rebranding project for Ibermuseos (2017).
• Special advisor and juror of the Panamá  500 Años brand contest (2016).
• Created and coordinated long-term strategies for projects developed by Roberto Marinho Foundation, a leading education and heritage nonprofit organization in Brazil including  Museu do Amanhã [Museum of Tomorrow]; Museu da Imagem e do Som [Museum of Image and Sound]; Paraty Cultural (Paraty) and Paço do Frevo (Recife).
• Created branding, communications and social media projects for clients such as Biomuseo (Panamá), Alcaldía de Panamá, J.Leiva, Secretaria de Estado de Cultura (SEC), ICOM – International Council of Museums, MAM – Modern Art Museum of Rio de Janeiro, British Council, Rio 2016, Alliance Française and the online gallery State of Wonder (2012-2016).
• Developed the original concept and communication management for the exhibition “From the Margin to the Edge: Brazilian Art and Design in the 21st Century” with 33 Brazilian artists and designers at Somerset House during the London Olympics. Coordinated the content production of audio guides, digital media and social media (2012).
• Co-founder of the design and branding studio Tecnopop. Leading role in management, planning, business and agile project management handling multiple projects with contractors and full time staff teams.

Other activities:


• Nothing but the truth. Traveling branding workshop (Medellín, Lisbon, Rio de Janeiro, Panamá and Buenos Aires).
• Keynote speaker at Noite Européia dos Investigadores (Lisbon, 2017) and ICOM MPR Annual Conference (Taichung, Taiwan, 2014).

• Lectures at museum conferences such as
 Museums and the Web; Museum Next; Museum Computer Network; Seminário Transmuseu; Museums for a Sustainable Society; Festival SESI Cultura Digital ; Seminário Fomento Presente, and 8°Encontro Paulista de Museus.


• Lectures on project management: Casa Galván/UAM (Mexico City, 2016); SuperLab Sessions (Rio de Janeiro, 2015).
• Session moderator of conferences promoted by the British Council (Rio de Janeiro, 2015 and 2016) and Fundación TyPA ( Buenos Aires, 2015).


• Vice Chair of MCN’s Media Production and Branding Special Interest Group (SIG) (2015 / 2016).


• Member of the proposal review committee for Museums and the Web Conference (2015 / 2017).


• Juror of the Media and Technology MUSE Awards (2015 / 2017).


• Producer and presenter of Museums Showoff:Rio – a local chapter of the British open mic event featuring curators, conservators, librarians, collectors and students (Rio de Janeiro, 2014, 2015 and 2016).


• Curator of the exhibition “André Stolarski: Fale mais sobre isso” (Rio de Janeiro, 2014)
• Curator and organizer of “Taller de innovación y tecnología interactiva en espacios culturales“(Biomuseo, 2017) and the Museums and Creative Cities: Innovation, Connection and Culture conference (Rio de Janeiro, 2012).
• Guest Teacher/master classes on the courses Laboratorio TyPA de Gestión en Museos (Buenos Aires, 2016/2017); Gestão e Produção Cultural (FGV, 2015); MBA em Gestão de Museus (UCAM/ABCG, 2016) and Cidades Criativas: Empreendedorismo e Inovação (PUC – RJ, 2015).



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