Business
How Delfia Applied the Concept of IT Curation
Simone Justinio explains how the company drew inspiration from the art world to define its strategic IT positioning.
Delfia Marketing Director Simone Justinio details the nearly eight-month process behind building the company's brand. The strategy drew inspiration from art curation to filter tech solutions from mature markets and address B2B client needs.
Simone Justinio, Marketing Director at Delfia, explained during a conversation with Bruno Gimenes on Marketing - The Podcast how she spearheaded the company's brand building based on the concept of curation. While the full episode explores other aspects of B2B management, Delfia's repositioning illustrates the shift from marketing as tactical support to marketing as a strategic discipline.
In the video above, Justinio shares that the project began with an operational demand typical of the sector: "Delfia's creation didn't start the way it often does for some of the listeners working in B2B, where everything is heavily tactical and operational. It began like, 'Let's do marketing, design a logo.' That kicked off nearly eight months of convincing the executive leadership about building a consistent brand, explaining and helping them understand that the logo is just the finale—the cherry on the cake—and that behind that cherry is an entire cake that has already been built."
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External consulting and visual differentiation
To facilitate the process and measure the initiative's ROI, the company hired a branding agency from outside the IT and B2B sectors, opting for a firm specializing in consumer goods. The goal was to cross-pollinate insights across different industries.
This approach also guided the visual identity. While tech companies typically lean toward blue or purple on the color wheel, Delfia chose a warm green to establish an immediate visual break from market standards.
The art curator analogy
During the brand diagnostic phase, which included interviews with clients and employees, the team realized the operation was already acting as a solutions curator amid the rising volume of new software.
"Curator is a term well known in the art world. So, what is an art curator? An art curator doesn't have a product; they have something fundamental—they have intelligence," Justinio points out. "It is the curator's intelligence that keeps them connected to what's happening outside, to what is most innovative. They actively listen to the museum, which shares what it needs and what its pain points are, and because they are tapped into what broader markets offer, they filter the emerging trends outside and bring them to the museum tailored to its specific needs."
Filtering trends and building a solutions hub
In the IT sector, applying this logic involves mapping technologies developed in mature markets—such as the United States, China, and Israel—that are often unknown in Brazil, and testing them internally.
"Today, clients are heavily focused on their own business, and they struggle to filter what is really happening in the outside world," explains Justinio. The tools evaluated in the internal lab then become part of a solutions hub tailored to the challenges presented by each client.
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