O coração não conhece limites
The Flying Tent and the Teacher of Teachers
08.2024
Creator of the Rio 2016 Olympic brand, the company boasts a long-standing portfolio of clients such as Natura, Tim, Coca-Cola, RD Saúde, Danone, and Dasa, among others. This year, it worked on developing the new brand resulting from the merger of Arezzo and Soma groups, Azzas 2154.
By Claudia Penteado — For Valor, from Rio | Read the original here
Pedro Medicis, president of Tátil Design — Photo: Courtesy Photo
[EN]
Since taking over as president of Tátil Design in January last year, Pedro Medicis has been working to promote a profound transformation in the company, aiming for its expansion within and outside Brazil. According to him, this year the company should surpass, for the first time, R$ 50 million in revenue. The company has been growing at a rate of 30% annually.
Creator of the Rio 2016 Olympic brand, it boasts a long-standing portfolio of clients such as Natura (25 years), Tim (22 years), Coca-Cola (16 years), and RD Saúde (14 years), Danone (8 years), and Dasa (6 years), among many others. This year, Tátil worked on developing the new brand resulting from the merger of Arezzo and Soma groups, Azzas 2154.
Medicis took over the presidency under the “search fund” model, where a fund — in this case, Paradigma Ventures — is created to buy and operate a single company, also known as entrepreneurship through acquisition (ETA).
At Tátil, the process involved the departure of two partners, Gustavo Gelli and Patricia Pinheiro, Tátil’s co-founders and respectively executives of the financial and operations areas, while its main shareholder, designer Fred Gelli, remained as CEO.
Medicis is the former CEO of Riô Biocosméticos and had already worked at Tátil for five years as head of business between 2010 and 2015. Today, Tátil’s shareholders, linked to Paradigma Ventures, include the funds Solum, Kyr, and Allievo Capital. Among the individual investors are, besides Gelli, the company’s founder, executives Felipe Aguiar (CCO), Ricardo Bezerra (CCO), Ulli Ferrari (CMO), and Tiago Fernandes (CFO).
“Tátil is celebrating 35 years this year, and we are thinking about the next 35. If we create a business ‘built to last,’ it will be wonderful for everyone — shareholders, executives, and future partners,” says Medicis.
The executive (Medicis) explains that Tátil’s transformation is structured around four main pillars: governance, digital transformation, venturing into new verticals, and international expansion.
In governance, the company invested more than R$ 2 million in back office structure, hired a Harvard-trained financial executive, as described by Medicis, referring to Tiago Fernandes, and a director of people & culture, Bernardo Bicalho Fernandes, formerly of Grupo Globo.
Additionally, Tátil implemented a dashboard that allows viewing all business variables in real-time, bringing more agility and precision in management. Another focus is venturing into new verticals that complement its main branding and design activity. One example is the digital product consultancy, led by Matheus Neves, former Nubank.
“The company is developing proprietary products based on artificial intelligence and exploring new opportunities to expand its services,” says Medicis.
Fred Gelli, CEO of Tátil Design — Photo: Courtesy Photo
[EN]
Fred Gelli, a specialist in biomimicry, a science that seeks inspiration and learnings from nature, says that the company works with the idea of “digitátil,” a fusion of digital and tactile, creating digital experiences that incorporate physical elements.
“Technology is a powerful tool that, when used consciously, can enhance creativity. At Tátil, we develop solutions that combine digital precision with the sensoriality of the physical world. Our goal is to bring a more playful and human vision to the digital environment,” says Gelli, named one of the most influential designers in the world by the English magazine “Design Week” in 2017 and one of the 100 most creative people in the world by Fast Company.
International expansion is another important focus: last year, 34% of the revenue came from outside Brazil, and the expectation is that this year it will be between 40% and 42%. Today, the company’s main international clients are Coca-Cola, AB Inbev, Danone, Carrefour, Caesarstone, Pogust Goodhead, Unilever, Colgate, Follow, Ontier Group, and Sun Life. The company is now investing in England, where it recently created a base in Shoreditch, London. It also maintains remote teams in the United States, France, Portugal, Italy, and Dubai.
“In 2025, we want to reach 50% international revenue,” says Medicis. One of the biggest challenges is maintaining Tátil’s identity and philosophy, especially when considering possible mergers and acquisitions, which the executives do not rule out in the transformation and growth process. Medicis sees many opportunities.
Ficha Técnica
Texto:
Fred Gelli
Comunicação&Mkt&Marca Tátil:
Luiza Magalhães, Marcelo Cândido e Natália Silveira
Assessoria:
Flávia Nakamura