Estadão
Positioning research and presentation design for the newspaper's 150-year anniversary moment.
01· context
As Estadão approached its 150th anniversary, it partnered with Box1824 to better understand its place in a transformed media landscape. The study explored how Brazilians consume information today, how platform logic has reshaped those behaviors, and where opportunities for relevance might exist for the newspaper moving forward.
The research was built on 1,263 online interviews with news consumers, subscribers and non-subscribers, and sought to answer three questions: how people inform themselves today, how Estadão compares to other players in the ecosystem, and what opportunities exist for its future positioning.
02· my role
Visual Storytelling · Information Design · Presentation Design
I was responsible for translating the research and strategic thinking into the presentation delivered to Estadão, helping organize findings into a narrative that could support discussion and decision-making.
03· the challenge
The project wasn't simply about understanding news consumption. It was about understanding how people navigate information in an environment increasingly shaped by platforms rather than publishers.
The challenge was to transform a large body of research into a coherent story that could explain changing behaviors, position Estadão within a complex ecosystem, and surface opportunities for the future without losing nuance.
04· key decisions
decision #1
Create a shared model for understanding information consumption.
Instead of presenting isolated findings, we distilled the research into a framework that explained how people move from initial exposure to deeper engagement with information.
decision #2
Transform behavioral data into a daily journey.
Rather than presenting isolated percentages, we mapped information consumption across different moments of the day. This made it possible to reveal patterns that would have been difficult to perceive through tables or conventional charts, showing how different formats naturally occupy different contexts and routines.
decision #3
Turn audience segmentation into a navigable system.
The research identified distinct information consumption profiles. A shared framework positioned each audience within the same behavioral model, making patterns, differences, and opportunities easier to identify.
05· outcome
The final presentation helped frame conversations about Estadão's role in a changing information ecosystem and supported discussions around its future positioning as the organization approached its 150-year milestone.
More importantly, it provided a shared language for discussing how information consumption has evolved and what relevance might look like in a platform-driven environment.
06· from the report to the newsroom
Some of the findings explored throughout this project were later published by Estadão as part of its 150-year anniversary initiative, extending the conversation beyond the original presentation and into a public-facing editorial format.
Published article · Estadão · 150 Years