THE OPPORTUNITY
My journey with Jcranes began before the aircraft business.
At 17, I started working at GTLOC Locação de Equipamentos, supporting the company’s administrative operations. When the partners decided to split the business, I joined the newly established Jcranes Locação de Equipamentos, where I was responsible for helping structure the new brand and its communication.
I developed the company’s:
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visual identity
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website
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communication materials
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folders and business cards
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operational materials
while also supporting administrative processes and service order management.
In 2018, at 22, I was invited to participate in a completely new venture.
Jcranes had signed an agreement to represent AVIC — Aviation Industry Corporation of China in Brazil, creating an opportunity to introduce the Y-12E aircraft to the Brazilian regional aviation market. The challenge was much bigger than creating a logo.There was a new company to build.
JCRANES AIRCRAFTS
From a new aircraft representation opportunity to a complete brand, commercial presence and market operation in Brazil.
ROLE
Brand Strategy · Visual Identity · Business Development · Commercial Representation · Event Design · Project Management
INDUSTRY
Aviation
YEAR
2018 — ongoing
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ACTION
Move with purpose
Opportunity → Decision → Initiative → Execution
Fuel the idea
ENERGY
My fuel is the hunger to make things real.
FROM OPPORTUNITY TO ACTION
The project began with a clear opportunity: Jcranes was entering the aviation sector through an agreement to represent a Chinese aircraft manufacturer in Brazil. This opened the door to a new business, but the opportunity itself was only the starting point. A new operation needed to be shaped, positioned and introduced to the market.
I stepped into the project to help turn that opportunity into something tangible. I worked across the brand, communication, commercial materials, digital presence, events and physical experiences, helping establish how Jcranes Aircrafts would present itself and engage with the aviation industry. The goal was to move from representation to presence — from an idea with potential to a business that could operate in the real world.
THE DRIVE TO MAKE THINGS REAL
That momentum was reinforced through continuous participation in the aviation industry. Over the years, we participated in major sector events such as the Fórum Brasileiro do Transporte Aéreo, LABACE — the largest business aviation event in Latin America — and MRO Brasil, creating opportunities to meet manufacturers, operators, suppliers, decision-makers and other professionals across the industry. LABACE, in particular, is an annual meeting point for major players in business aviation and has long been recognized as the largest business aviation event in Latin America.
These events became more than places to showcase the brand. They were part of the energy that kept the project moving — generating conversations, relationships, visibility and new commercial opportunities. The project grew through continuous presence in the ecosystem it was built to serve.
My motivation has always been driven by a strong desire to turn ideas into reality — and to see them executed with the same intention and level of detail with which they were conceived.
As an architect, I designed the exhibition stands for Jcranes Aircrafts and remained involved beyond the design itself. I coordinated and followed the outsourced assembly teams throughout the installation and dismantling process, making sure the physical result reflected the original concept.
But the work did not stop at the physical environment. During the events, I also took on the commercial side of the operation — presenting the aircraft, conducting meetings, developing sales opportunities and building relationships with industry professionals. I created the articles, presentations, commercial materials and other communication pieces used throughout the project, maintaining consistency between the brand, the business and its presence in the market.
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CONNECTION
Connect the dots
Connecting people, ideas and opportunities
THE DRIVE TO MAKE THINGS REAL
Introducing a Chinese aircraft to a market like Brazil was not a simple task. It required connecting an international manufacturer, a Brazilian business, regulatory requirements, commercial opportunities, industry relationships and a market that needed to understand and trust a new proposition.
Through the work developed within the representation, we helped move the Y-12E beyond the idea of entering the Brazilian market. The aircraft obtained its Brazilian type certification from ANAC, a significant milestone for its introduction and operation in the country. ANAC's own records list the Y12E among the aircraft with an accepted type designation, and the certification was issued in 2024.
From there, the network continued to expand. We met with major entrepreneurs and companies in the aviation sector, developed commercial proposals and quotations, participated in industry events, and generated visibility through articles and specialized aviation publications. The relationships built through the project also opened new opportunities for Jcranes to represent additional aircraft and helicopters from China.
The operation eventually expanded beyond Brazil, with the establishment of a company in China serving as the group's headquarters, while the Brazilian operation continued as a local representation.
