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This project simulates a real-world design leadership challenge for a brand activation, developed during the UX Design Leadership course at The Starter.

The challenge was to select a brand and a park to create an initiative connecting digital and physical experiences. The solution needed to include:

• A digital feature or product
• A concept container within the park
• An implementation plan aligned with business objectives and audience expectations

For this project, I chose Red Bull as the brand and Ibirapuera Park in São Paulo as the location.

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To build a solid foundation, I started with a contextual and behavioral analysis:

• Ibirapuera Park audience: diverse, highly oriented toward wellness, outdoor activities, and cultural experiences
• Brand context: Red Bull was launching its new Winter Edition flavor, centering communications on energy and cold-resilience
• Seasonal factor: São Paulo winter with unusually low temperatures, influencing habits and motivation
• User behavior: significant increase in physical activities like running and walking

Based on these insights, I created a Business Model Canvas to structure the business proposal, followed by a Value Proposition Canvas to clearly identify user pains, gains, and opportunities to connect the brand with its audience.

I also developed an “Is / Isn’t – Does / Doesn’t” matrix to align expectations, define project boundaries, and focus on the most impactful deliverables.

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Key insight: the audience seeks energy and purpose in outdoor experiences—a direct match with Red Bull’s value proposition.

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Power Up, Conquer the Park

The solution integrates culture, technology, and performance, linking the physical and digital journeys across two complementary fronts:

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Digital Feature: Gamifying the Experience

• Embedded in the Red Bull app, this feature connects with wearables (Strava, Apple Watch, etc.) and unlocks geolocated challenges throughout the park.
• Users earn energy points by visiting cultural spots, engaging in sports, or completing missions, competing on a local leaderboard.
• Rewards include products, tickets, and exclusive brand experiences—reinforcing Red Bull’s energy and daily relevance.

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Concept Container: Winter Edition

An immersive, multifunctional park space combining interaction, rest, and performance:

• Interactive screen with real-time leaderboard and check-ins
• Winter Edition energy drink distribution
• Winter sports simulation booth
• Retractable stage for talks, DJs, and cultural activations
• Solar-powered recharge station and social lounge
• Direct integration with the app for redeeming rewards

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I guided the project using OKRs to ensure clarity, focus, and strategic alignment. This framework informed design decisions, prioritized efforts, and kept digital, physical, and operational elements aligned with a shared purpose.

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These OKRs were tied directly to Red Bull’s corporate objectives:

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These indicators helped translate the creative vision into measurable results, directly connecting to the brand’s global goals and reinforcing design’s role as a strategic catalyst for the business.

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I applied a RACI Matrix (Responsible, Accountable, Consulted, Informed) to define clear roles across all teams, ensuring efficient communication and avoiding task overlap.

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The implementation plan outlines the full project flow, from initial request to post-launch, covering discovery, ideation, prototyping, testing, QA, and monitoring. This structure helped align multidisciplinary teams (product, design, tech, marketing) and ensured consistency between physical and digital experiences.

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Red Bull Charge was designed as a brand asset, not an operational cost. The project demonstrates the ability to translate business objectives into user experience requirements, guiding a phygital solution from concept to implementation while maintaining sustainable business metrics.

Although developed in an educational context, Red Bull Charge simulates a real-world design leadership challenge, spanning strategic reasoning to execution. Beyond a creative proposal, the project exemplifies practical UX Leadership skills, including:

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• Systemic and strategic vision connecting design, business, and brand
• Data-driven, context-aware decision-making
• Goal management and alignment across teams and stakeholders
• Creating experiences with purpose and cultural impact

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