Cariuma Wander Maps

Turning cities into emotional worlds.

The Challenge
Maps aren’t a new idea. Every brand has tried “city guides,” “locals’ picks,” or “hidden gems.” The risk is always the same: it becomes a travel brochure with sneakers in the frame. Our challenge was to make the idea ownable for Cariuma, something that couldn’t belong to anyone else, something rooted in the brand’s worldview, not tourism.

We approached maps not as geography, but as emotional territories. Cariuma isn’t about telling people where to go. It’s about how the world feels when you move through it with curiosity, ease, and craft. That became our entry point.

The Work
Wander Maps is a creative framework that translates the soul of a city into a brand world. We study the city’s emotional cues: its micro-rituals, street behaviours, textures, sounds, and skate culture, and map them to specific locations, moments, and objects.

A Lisbon overlook becomes a colour story.
A Paris golden-hour corner becomes a tone of voice.
A São Paulo skate hangout becomes a visual rhythm.
These anchors make the work culturally grounded, not aesthetic tourism.

The Outcome
For Cariuma, Wander Maps created a repeatable, ownable system for entering new markets with nuance and emotional precision. Every city world feels deeply local but speaks the same Cariuma language: effortless, intentional, curious.

In short: Wander Maps turns city discovery into brand strategy; making geography emotional, and creativity place-specific.

Taking approved idea brief by Futurebrands SP, creating full content and creative strategy to craft content journey across social, website and youtube. Created script structure and art direction playbook for reproduction by various market partners. Produced the first pilot that became the blueprint for all Wander Maps to follow.