An agency born with this premise could only have a story as unique as its name. Comprising diverse scenarios and narratives, the team is entirely composed of women – skilled, experienced, and ready to operate in any market niche, while still embracing the sensitivity of the female perspective. Women who, just as our name suggests, embody strength and delicacy. This is how Caktus comes to life, a brand that navigates between solidity and delicacy, that is sensitive yet not fragile, that presents itself as assertive yet human. A company unafraid of contradictions – after all, we thrive on contrasts.

The Challenge: Although the company is made up of professionals with extensive experience, it was crucial for the brand to convey the team’s expertise, especially considering that the main commercial challenge would be the company’s relatively short existence. The identity needed to convey a sense of grandeur, as its founder operates between Brazil and the United States and plans to attract clients from both countries. Furthermore, there was also the challenge of how to translate all of its contrasts, from strength to delicacy, from the new to the established.

The Solution: Rather than merely acknowledging the contrasts, we chose to embrace them. For a brand with such a distinctive personality, a conventional solution would not suffice. To celebrate these differences, we centered the entire identity around the concept of contrast. The logo is designed with two variations to represent the brand.