Itau Cultural Future Territories

THE CHALLENGE The project started with a set of “How might we” questions that exposed core friction points: Audience knowledge & segmentation: unclear who the current and potential audiences are, making targeted engagement difficult. Experience and identity: lack of a unified cross-platform language and unclear differentiation reduce engagement and return visits. Reach & inclusion: difficulty expanding beyond São Paulo + need to make accessibility a transversal theme across experiences. In short: IC needed a strategy that connects business direction + experience design, and works across physical + digital touchpoints. OBJECTIVE The objective was explicit: understand different audience profiles/drivers, map their experience across IC’s digital and physical ecosystem, identify desires/highs/lows, and generate insights to inform renewals in the experience. APPROACH 1) A structured strategy roadmap (from framing → artifacts) We followed a 5-stage roadmap: Enquadrar → Mergulhar → Processar → Cocriar → Relacionar (align problem framing, investigate behaviors/trends, synthesize new narratives, co-create territories/opportunities, and deliver actionable artifacts). 2) Research & co-creation as a strategy engine The strategy was built using: -6 in-depth interviews -a focus group with 6 arts/culture professionals -co-creation with 11 public representatives And the project cadence was collaborative and fast, with multiple working sessions and a final presentation in May 2024. 3) Mental models (instead of demographics) A key strategic choice: we didn’t segment by demographics alone. We used mental models to understand how people decide, what they’re trying to achieve, and what prevents them from engaging. One of the core lenses: people’s engagement with art and culture varies by degree of intimacy (from low to high). 4) Designing for the full experience: Sentir · Pensar · Fazer We framed cultural experience as layered: -Sentir (emotion, identification, belonging) -Pensar (context, reflection, critical thought) -Fazer (technique, process, experimentation) This became a practical tool to design programming, environments, and digital interactions that move people along the spectrum — not just “inform”, but transform. KEY INSIGHTS 1. Audiences aren’t “targets” — they are states of engagement We identified behavioral archetypes that reflect different relationships with culture. Examples captured in the report: - Curiosa / Inibida: curious, open, but intimidated; needs a friendly entry point and permission to belong. - Entusiasta / Reflexiva: seeks movement and immersion; values comfort, autonomy, and meaningful environments. - Versada / Saturada: highly immersed; seeks challenge, renewal, and community dialogue rather than passive consumption. This reframed the design problem: IC shouldn’t only “broadcast content.” It should cultivate conditions that help people cross barriers and deepen their relationship with art. 2. From “Cultural Center” → “Cultural Ecosystem” We proposed an evolution: IC as an ecosystem where artists, communities, and audiences co-create and enrich the cultural landscape. 3. This ecosystem vision is enabled by 6 strategic evolutions: Inclusão radical Engajamento ativo & imersivo Propagador de talentos Parcerias & colaborações Inovação constante Experiência personalizada And it’s grounded in a simple mental shift: “Think like a gardener, not an architect: create beginnings, not ends.” DELIVERABLES 1) Experience Territories (Territórios de Experiência) A structured set of “territories” that guide how IC invites, welcomes, integrates, and expands audience relationships with culture. (You can present these as strategic pillars, each with opportunities + initiatives.) 2) Audience language system (verbs + tone) We created a vocabulary of audience intents and experience actions — a lightweight way to align teams around what the experience should do for people (e.g., “acolher”, “convidar”, “dialogar”, “expandir”, “revelar”…). 3) Actionable strategic artifacts The output wasn’t just a report — it was designed to be used as a decision tool for: .product/service evolution .cross-platform language cohesion .content/programming design .accessibility and reach initiatives