Case 03 / Brand character
Global Communications
Global prepares the documentation that Brazilian professionals use in U.S. visa processes, a technical service that is hard to explain in a caption. The owl already in its logo became Hannah, a character who gives the brand a calm, expert voice and makes the work easier to follow.
- Client
- Documentation consultancy for U.S. immigration processes
- Audience
- Brazilian professionals, content in Portuguese
- Year
- 2026
- Role
- Brand strategy, character design and social content
- Agency
- The Hive Company
01 / Character
The owl was already there.
The Global logo already had an owl, so the character work started from the mark instead of adding a mascot next to it. The features came from the logo, and the brand supplied the personality: Hannah is the wise mentor, calm and observant, close enough to welcome a nervous applicant and sharp enough to notice what others miss.
Her world came from the work itself, with documents, magnifying glasses, letters and careful analysis. The teal crest, the round glasses and the steady gaze stay fixed, while the setting and the mood change from one story to the next.
02 / Content
Explaining a technical service.
The professional intent declaration, known in Portuguese as the DIP, is one of the documents Global prepares. The carousel explains it in five steps: what the document is, what Global does, why it matters to the evaluator, how it organizes a career into a plan, and finally an invitation to talk.
Motion version.
The same carousel was adapted into a short animated piece for Reels and Stories, so the explanation could reach people who never swipe through a carousel.
Educational carousel series.
A series of carousels covered the questions applicants ask most, such as why some cases move forward, why a strong case starts long before the application, why a résumé alone is not enough, and what an expert opinion letter and a dossier are for.
03 / Audit
Reading the numbers.
An audit of the account between January 19 and February 17, 2026 separated organic posts from boosted ones. Boosted posts produced almost all of the reach, while organic posts reached about 417 people each but drew an average engagement rate of 7.89%, which showed that the content was landing with the people who saw it.
That led to a simple rule for the budget: test each post organically first and boost only the ones that pass 5% engagement. The audit also recommended pausing the lead campaign, which cost $9.26 per conversation, and moving that money to traffic campaigns that cost $0.23 per result.
- 7.89%average engagement rate on organic posts
- 13.08%engagement on the best organic post, featuring the founder
- 28,300views on the best boosted post, for about $171
- $0.23cost per result on traffic campaigns, with a 3.52% click-through rate
04 / Next cycle
A March calendar built on the audit.
The audit pointed to Reels and to the founder on camera as the biggest openings for organic reach, so the March calendar alternated Reels with the founder, technical carousels and short statement posts, each one setting up the next.
| Date | Format | Post | Sets up |
|---|---|---|---|
| Mar 3 | Reel, founder | UnderestimatedHighly qualified professionals are often underestimated too. | The technical carousel on evidence. |
| Mar 5 | Carousel | Experience versus evidenceExperience, evidence, progression and measurable impact. | The idea that the evaluator does not analyze effort. |
| Mar 10 | Reel, founder | What the evaluator readsThe evaluator does not analyze effort, explained plainly. | A structural checklist. |
| Mar 26 | Carousel | The Global methodMapping, impact areas, argument, evidence and review. | The closing post of the month. |
| Mar 28 | Static | The decisionA strong career calls for documentation that matches the decision. | April’s deeper topics. |
Hannah and the scenes around her were created with AI image tools.