INDUSTRY:
MARKETING
CLIENT:
MAKRO
YEAR:
2023
EXPERIENCE:
CHARACTER DESIGN
M.I.A.
about.
M.I.A. is the virtual assistant created for Makro to enhance customer experience and optimize business efficiency.
Designed as an intelligent guide, she delivers personalized recommendations, streamlines processes, and supports data-driven decision-making — translating Makro’s digital transformation into a tangible and accessible brand presence across print, digital, and in-store communication.
challenge.
Humanize a technological solution within a wholesale environment, creating a visual and communication system capable of making AI feel accessible, trustworthy, and aligned with Makro’s business strategy.
result.
The project resulted in a cohesive identity and communication framework that positioned M.I.A. as a central touchpoint in Makro’s digital evolution.
By bridging technology and brand experience, the initiative strengthened customer engagement, clarified complex processes, and reinforced Makro’s positioning as a forward-thinking player in the wholesale sector.
