PORTFOLIO & CASE STUDIES

PROVEN STRATEGY IN PRACTICE, NOT IN SLIDES.

With over 30 years of experience leading creative direction, product design, branding, and strategic innovation — from co-founding Brazil's first corporate gamification startup to creative direction for leading global multinationals and launching new digital ventures —, I transform complex business challenges into solutions that deeply engage people and generate measurable returns.

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Gamification
8 days → 4 hours 94% reduction in testing adoption cycle time

Mission-critical adoption for new device testing

Motorola faced a critical bottleneck during pre-launches: the testing and bug-reporting process took 8 days to reach 80% adoption across the internal team. Without relying on new code or complex software, we restructured the communication narrative and applied game design principles — turning a bureaucratic routine into immersive missions with real-time feedback, slashing completion time to just 4 hours and accelerating the launch cycle by 94%.

"It used to take us 8 days to reach 80% of the team. In the new version, that dropped to 4 hours."

Ygor Santos · Developer — Motorola
Gamification
TRADE RALLY Solvian
+22% Sales & +40% Adoption Commercial growth as a direct byproduct of daily engagement

Daily engagement for trade marketing field teams

The platform's core challenge was getting field promoters to open the app consistently every single day: technically sound, it suffered from low daily adoption. By rebranding and redesigning the solution as Trade Rally, we introduced a game mechanic based on fuel accumulation fueling performance leaderboards without forced friction — sparking a 40%+ surge in app adoption and, as a direct byproduct, driving a 22% increase in sales volume.

"The self-motivation among field reps to improve performance was remarkable."

Benedito Fayan · Director — Solvian
Onboarding
100% Completion Onboarding completed prior to day one on the job

Transforming corporate onboarding into an engaging journey

Most companies treat onboarding as a passive, bureaucratic ritual of long presentations and dense manuals — 90% of which employees forget within their first week. At OTIS, we replaced standard institutional slides with a gamified journey featuring missions, scoring, and staged progression: new hires learn about their division and cross-functional teams at their own pace, arriving on day one fully acclimated and saving valuable leadership and HR hours.

"New hires complete 100% of their onboarding before their very first day on the job."

Gabriela Lemes · HR Director — OTIS
Innovation
+10% Engagement Voluntary adoption of safety & innovation protocols across field teams

Jogo da Inovação: networked safety culture and innovation

Designed to turn workplace safety and innovation training into an ongoing habit, Jogo da Inovação (The Innovation Game) leveraged gamified quiz dynamics with weekly challenges. With every correct answer, employees earned points pooled by city, fostering healthy competition that drove voluntary engagement across field crews and third-party contractors. By blending regional collaboration, interactive leaderboards, and playful mechanics, the initiative reinforced critical operational knowledge across EDP while rallying teams around shared high performance.

"We engaged over 10% of our workforce and ignited enthusiasm for innovation among field teams and contractors. The game ran smoothly!"

Paulo Santos · Delivery & Ventures — EDP
Product Design
Shortened Sales Cycle Product journey redesign and strategic alignment with commercial marketing

Product design and user experience to unlock sales momentum

Serving as a Fractional Head of Design in an organization lacking dedicated product experience roles, I led hands-on customer immersion to uncover real-world usage friction. Through deep-dive interviews and diagnostics, we redesigned key customer journeys that elevated product perceived value, spearheaded new product concept studies, and aligned product narrative with commercial marketing — transforming complex interfaces into intuitive workflows that shortened sales negotiations and reshaped the development team's mindset.

"His design leadership challenged the obvious, delivering effortless usability, frictionless sales, and transforming our development team's mindset."

Fernando Bortolazzo · Team Lead — GAtec
Marcel Leal

Leadership Profile

Marcel Leal

As founder of Snap!, I have established my path as an executive specialist in creative strategy, digital products, design, and innovation. My 30+ years of experience serve a single purpose: guiding founders, CEOs, and corporate leadership away from costly and inefficient paths. I co-founded Brazil's first corporate gamification startup and structured the creative maturity of global market leaders as well as high-growth ventures.

Whether serving as an Advisor or Fractional Creative/Design Leader (Fractional CDO/CPO), I know precisely how to align strategic product design with your company's bottom line, offering an agile, high-level alternative to traditional advertising agencies and commoditized freelancers.

+30 years of experience
+40 companies served
+50 projects delivered

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