Strategic direction
Diagnosis and plan before you invest.
About FR
We don’t just advise.
We build.
Every brand has a story.
Ours was forged through vision, curiosity and execution.
We grew where strategy, technology and brand converge.
Now, that story takes a new form.
Our story
From marketing to the structure of the business.
FR was founded in Curitiba, Brazil, in June 2020.
It started with what companies asked for (websites, campaigns, visual identity) and moved up to where the real problem was: the structure of the business. Today FR works across three connected disciplines and is part of HUB360, an alliance of specialist companies that turns strategy into delivery.
Why “Participações”
Participações means “holdings” or “stakes” in Portuguese, and that is how we work. FR doesn’t hand over a report and leave. We get inside the business, make decisions alongside the team and stay until the structure works: from the plan to the brand, from the website to the campaign.
How we work
Diagnose, direct, build, operate, evolve.
- 01
Diagnose
We understand the business before proposing anything: market, operations, brand and numbers.
- 02
Direct
We define what to do, in what order and why.
- 03
Build
We create the brand, website, campaign, system or process the direction calls for.
- 04
Operate
We put it to work and follow it closely.
- 05
Evolve
We measure, adjust and define the next step.
Projects
Defined scope and timeline: brand, website, launch, system.
Ongoing growth
FR as your marketing, brand and technology arm: paid media, content, SEO and monthly reporting.
Ventures & partnerships
Co-creation, shared risk and a stake in the outcome.
Selected impact
18 capabilities. 3 disciplines. One vision.
- R$ 10MI+sales supported
- 18core capabilities
- 15+years of experience
- 4countries reached
- 1,000+videos produced
- 30+brand identities
- 50+web projects
- 3,000+creative assets
Brand evolution
A story that took a new form.
Handwritten
Detailed lion
Geometric
Monogram
Marble and gold · 2026
Leadership
The people who build with you.
Frederico Muller
Founder & Business Strategist
Frederico founded FR to bring together what usually lives apart: business strategy, brand and technology. He has 15+ years at that intersection. He holds a degree in International Business from FAE Business School and an MBA in International Marketing. At IGLIZ (2014–2019) he led the transformation of a family-owned furniture manufacturer: a new identity, a proprietary ERP, the SIGLIZ system, process-based sales restructuring and first-page Google rankings for the sector’s main searches. In 2020 he founded Aranan, a drink-flavoring brand built from formula to business plan. At FR he has led projects in Brazil, the United States, Israel and Australia. Languages: Portuguese, English, Spanish and Italian.
George Breis Wiest
Partner & Sales Director
A specialist in digital growth strategy. George works on business development, lead generation, paid media, SEO, automation and brand positioning, connecting marketing and sales to create real business opportunities.
Contact
The next move starts with a decision.
Tell us the challenge, not just the task. We reply with a first read and the next step.