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.

Recent professional activities

 • 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).

• Nothing but the truth. Traveling branding workshop (Medellín, Lisbon, Rio de Janeiro, Panamá and Buenos Aires).

• Museum Week Latin America Coordination (2017).

• Curator of the “Taller de innovación y tecnología interactiva en espacios culturales” (Biomuseo, 2017)

• Special advisor and juror of the Panamá  500 Años brand contest (2016).

• 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 (Portland, 2013); Museum Next (Amsterdam, 2013); Museum Computer Network (Montreal, 2013;  Dallas,  2014, and New Orleans, 2016); Seminário Transmuseu (São Paulo, 2014); Rodadas do Conhecimento (Ibram, Brasília, 2014); Museums for a Sustainable Society (Rio de Janeiro, 2015); Festival SESI Cultura Digital (MAR, Rio de Janeiro, 2015); Seminário Fomento Presente (Museu do Amanhã, Rio de Janeiro, 2016), and 8°Encontro Paulista de Museus (São Paulo, 2016).

• 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 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).

Independent projects

And also worked as an independent brand, design e communications consultant. 

Produced and created branding, communications and social media projects for clients on the public and private sectors such as The Rio de Janeiro State Culture Secretariat, MAM – Modern Art Museum of Rio de Janeiro, British Council, Biblioteca Parque Estadual, Rio 2016, Alliance Française and the online gallery State of Wonder (USA). Pro-bono consultant for ICOM – International Council of Museums rebranding project (2015).



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 (London, 2012). Also curated the seminar Museus e Cidades Criativas and the exhibition André Stolarski: Fale mais sobre isso.

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