About The Draft
A Studio for Strategy and Communication
We understand people are complex. Connections are noisy .
When you cut through that complexity and noise, you create space for personal expansion and business scale.
We work where meaning, behavior and expression meet.
We help people and organizations build strong foundations, aligning what they stand for, how they communicate and how they act.
We address and simplify communication challenges.
We empower you to explore the whys and uncover the hows, through method, facilitation and orchestration, turning clarity into action and intention into impact.
We believe in Root for Growth and Progress over Perfection.
Patrícia Araújo
Founder & Strategist
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Designing the how behind communication — how brands and people express themselves, connect and create meaning, in the market and with each other.
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Shaping brand communication systems from short to long term, aligned with business goals and roles. Turning strategy into clear narratives and actionable roadmaps.
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A people-centered investigator in an ongoing journey of understanding behavior, culture and what truly drives human connection
Patricia has over two decades experience in creating and orchestrating brand strategy, communication, and business growth. Most recently, at Publicis Groupe Portugal, she led the Strategy department as Chief Strategy Officer (CSO) - for creative, media, digital - and drove the integration of capabilities across Content and Data, bringing teams and partners together to accelerate business impact.
She held global roles, creating strategy frameworks, coordination for international media clients, and deployment of business operating models for local markets.
She facilitates workshops and craft end-to-end projects — from diagnosis to positioning, communication architecture, and roadmap — with experience across multiple industries and brands such as Heineken, Mercedes, Mondelez, P&G, Coca-Cola, Renault, Samsung, among many others. Throughout her career, she was recognized in several industry awards, such as Cannes Lions, One Show, Effie, Clube de Criatividade de Portugal.
More than 1,300 hours as a trainer and as a start-up mentor, she has collaborated and prepared over 20 start-ups to pitch to investors. She teaches and is a guest speaker at universities and companies. Her core education combines Public Relations and Advertising, Sociology, Service Design, PNL, and 300 hours of training in Somatic Yoga.
