Alpargatas

Alpargatas, owner of iconic brands such as Havaianas, Rothys, and ioasys, sought to reinforce its positioning as a global, digital, and sustainable Power House. To achieve this goal, the company needed a robust Employer Branding strategy that integrated and valued the diversity of its brands and employees. During the development of this project, Phil Santa acted as a specialist in partnership with No Clima, contributing to the creation of Alpargatas’ first EVP (Employee Value Proposition).

The main challenge was balancing the established strength and recognition of Havaianas with the growth potential of Rothys and ioasys, all within a narrative that highlighted the group's overall identity. The strategy created took into account the complete employee journey, from the moment they learn about Alpargatas to their development within the company.

The project resulted in strategic deliveries such as the brand’s EVP, Voice Book, Branding Book, Social Media Book, and a detailed implementation roadmap, positioning Alpargatas as an employer brand that is light and optimistic, yet ethical, responsible, and connected to its roots and future goals.