Joana Sande Freitas
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Joana is a brand and communications strategist with 25 years of experience advising organisations through change, growth and repositioning across real estate, culture, architecture, hospitality and urban systems. Her practice has evolved through a continuous dialogue between academic research and real-world application, where theoretical frameworks are actively tested, challenged and reshaped. This iterative process reflects a broader interest in how cities, institutions and behaviours co-evolve through design, narrative and lived experience. Joana believes enduring brands are built on relevance, consistency and the sustained creation of meaningful value. EDUCATION:
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