CWI’s Software, Design, Marketing, and End-to-End Solutions for Major Brands
11 min read
Beyond its agile, multidisciplinary squads, CWI also has a dedicated Marketing team that supports its Strategic Software Engineering clients. Their portfolio includes work for brands in Brazil and abroad, such as Coca-Cola, Arezzo, Vans, Grupo Casas Bahia, Lança Perfume, Del Valle Kapo, Zero-Cal, Hypera Pharma, and SLB.
The team has completed over 800 deliverables, including design for digital products, brand creation, branding initiatives, and videos, over the past three years. Bringing together specialists from diverse areas, the squad handles strategic projects with defined deadlines and flexible allocation needs.
In this article, discover the benefits this service brings to CWI clients—and explore success stories like the solution used by over 7 million people in a nationwide promotion.
To go directly to the deliverables, use the links below:
- Azzas 2154 / Arezzo&Co
- Coca-Cola
- SLB
- Hypera Pharma
- Pestana Leilões
- CIEE-RS
- Elefante Letrado
- La Moda
- Alloha Fibra
A Single Partner for the Full Solution Cycle
CWI was founded over 30 years ago as a company focused on software development, and delivery quality has always been a priority.
Over time, we observed excellent results when all client demands related to a solution were handled by CWI’s own team.
This is how we specialized in what we call end-to-end projects. We deliver high-quality, tailor-made solutions, working not only on software development but also on strategy definition, user experience, and interface design (UX/UI), opportunity identification, and even on aspects that support the strategic promotion and dissemination of digital products developed by CWI.
In other words, we have created an even more comprehensive service for the client.
“At CWI, the Marketing team goes beyond the conventional role of a communications department. Here, we immerse ourselves in Software Engineering, combining the two disciplines and, as a result, delivering strategic projects,” summarizes CWI’s Head of Marketing, Meggy Oliveira.
“Under my management, I’ve had the opportunity to oversee deliveries completed in record time and with high quality, achieved through team synergy and agile decision-making. An example of how this occurs is in schedule flexibility. By using agile methodologies, a project doesn’t need to be fully finalized by Marketing before the Engineering team can start. We save time and quickly adjust course when all stages happen in-house.”
A Team of Diverse Specialists
CWI’s Marketing team brings together diverse skill sets that expand the possibilities for clients relying on us for software development.
Specialists in strategy development, social media, market and data analysis, performance, planning, research, paid traffic, and audiovisual work alongside designers from the UX, UI, and Writing disciplines.
The interdisciplinary exchange of experiences is extremely valuable. The same principles of technical excellence that guide CWI’s Strategic Software Engineering also direct the Marketing team, complemented by close and personalized service (read more about this in the “Our Way of Working” section below).
The team is ready to contribute at different stages of a project:
“Thanks to a consistent track record of new hires, we receive a wide range of positive feedback from satisfied clients, which generates even more energy for us to develop excellent work,” highlights Meggy Oliveira, CWI’s Head of Marketing.
The collaboration between CWI’s Marketing team and Strategic Software Engineering squads has already brought greater speed to projects that have impacted millions of people. Check it out below!
Software Engineering + Marketing Deliverables
The solutions developed by CWI’s Marketing team in collaboration with the development squads are as diverse as the team’s areas of expertise.
We’ve acted on pages that enabled millions to participate in promotions, on improving the experience of crucial e-commerce areas, and even worked alongside Grupo Casas Bahia’s CRO squad.
Up next, you’ll find detailed examples of deliverables completed for major brands in industries such as Retail, Education, and Technology.
These include naming creation, logo design, materials for promotional campaigns, rebranding, and videos—all integrated with Software Engineering to increase the value delivered to CWI’s clients.
Azzas 2154 / Arezzo&Co
• e-commerce • UX • UI • design
The partnership between Arezzo&Co (currently Azzas 2154) and CWI’s Marketing team has been renewed several times.
At the time we published this article, the group encompassed 34 brands and accounted for traffic of over 11 million customers across its channels, with revenue exceeding R$12 billion (over 2 billion dollars).
In this valuable ecosystem, the partnership between the Marketing team and the Strategic Software Engineering squad has already supported the Azzas 2154 team in enhancing the e-commerce platforms for the brands Alexandre Birman, Anacapri, Arezzo, Schutz, Vans and Vicenza, as well as Fiever and My Shoes. The work on UX/UI standardization was carried out in areas such as the product page, category page, shopping cart, checkout, account area, and login.
These pages directly impact the group’s conversion rates. Once the ideal navigation and experience flow had been identified, it became crucial for the company that all e-commerce platforms follow the same strategy.
Process Optimization and Data Access
This collaborative model was also applied to the development of a system for managing and monitoring Instagram ads from the group’s stores.
With flows for different user profiles (store, franchise, and brand), the desktop and mobile application optimized the processes of approval, rejection, adjustment, resubmission, and publication of ads.
The system also enables ad performance tracking on an exclusive dashboard. Access to this data supports better decision-making, delivering yet another advantage to the client.
Learn more
Product Recommendations with Artificial Intelligence
Coca-Cola
• communication plan • promotions • UX • UI • design • video • landing page
The list of initiatives developed jointly by CWI’s Marketing and Software Engineering squads for Coca-Cola is extensive and diverse, featuring materials that have brought significant results for the company, including results beyond Brazil.
Check out some examples below!
KOmbo Project
The KOmbo platform is a B2B application designed for small restaurants. It was built entirely by CWI and is currently used in 25 countries.
The tool enables restaurants to create combos, flyers, and menus for food aggregators free of charge. Our teams contributed to multiple areas of the project, including UI, UX, and content.
Considering the user profile, it was essential for the experience to be fast and simple, aiming to bring a competitive advantage to establishments that didn’t have agencies or designers available for creating materials.
The tutorial video about the tool was also created by CWI, featuring voice-over and text in two languages (Portuguese and Spanish). Additional deliverables included cards for email and WhatsApp, and informational material featuring practical tips for restaurants.
To support these efforts, the team conducted research and behavioral analysis of the target audience. We studied menu structures and examined how users consume information and place orders, translating that knowledge into a practical guide for our client’s end users.
”Retornables” in Chile
Coca-Cola Chile’s application for digitizing and exchanging returnable plastic bottles, RetornApp, also benefited from the work of CWI’s Marketing and Software Engineering teams.
Specialists in Design and UX Writing collaborated with developers, QAs, and POs to create solutions focused on interface design and user experience. The process included research and interviews with various stakeholders, in addition to the creation of flows and usability analyses.
Applications like RetornApp are part of a global Coca-Cola strategy: returnable bottles already account for over 50% of the company’s sales in more than 20 markets worldwide. By 2030, the company aims for at least 25% of all beverages sold to come in returnable packaging.
Communication Plan
CWI’s Marketing team also developed a communication plan for a Coca-Cola loyalty program in Latin America. After identifying the need for increased engagement, a series of materials was developed in Spanish to be made available to small business owners.
The deliverables included a campaign presentation with a video concept in English, which was showcased in a meeting with Coca-Cola leaders from different parts of the world. Additionally, static and audiovisual pieces—translated and narrated by native Spanish speakers—were launched over a 15-month communication cycle.
Promotions
Our portfolio of tools supporting Coca-Cola campaigns includes themes such as the Conmebol Libertadores Cup, K-pop, and The Town festival. CWI’s work enabled millions of people across the country to participate in these actions safely and easily.
Promotions that encourage the use of returnable bottles are emblematic — and recurring — cases here. The UX, UI, content, and Software Engineering teams build the landing pages and the entire chatbot flow that interacts with participants via WhatsApp. In special cases, the CWI team also creates new visual elements from concise Key Visuals (KVs), collaborating with Coca-Cola’s branding strategy.
One edition of the promotion saw 500,000 participations in 18 days, totaling 7,343,204 participations. Thousands of prizes up to R$50,000 and over 1 million returnable products were distributed.
Learn more
The challenges of promotions for consumers (in Portuguese)
Del Valle Kapo
Del Valle Kapo, a fruit juice brand from The Coca-Cola Company, has also partnered with CWI on several occasions. Interface, experience, and content designers worked on a promotional website for a Children’s Day campaign, landing pages, and banners.
It’s also worth highlighting the work on a new section of the institutional website for a back-to-school promotion. This campaign recorded 69,271 entries.
SLB
• video • design • script • communication strategy
SLB, another multinational that has partnered with CWI’s Marketing team, operates in 120 countries with over 98,000 employees.
Formerly known as Schlumberger, the global technology leader in the energy industry has a market value of over US$60 billion.
The video tutorial for one of SLB’s internal applications solved a recurring challenge faced by a manager working at the Houston (USA) headquarters. The software is designed for employees, who frequently had the same questions.
With an engaging approach, both textually and visually, the English video exceeded expectations by teaching the competency development journey in a light and efficient way.
The communication strategy leveraged concepts from the gaming industry not only to make the tutorial more pleasant but also to engage employees in the application’s proposal: professional growth.
Learn more
Dozens of Applications in 10 Years of Partnership with SLB
Hypera Pharma
• website • design • UX • UI • user journey
Alongside Hypera Pharma, one of Brazil’s largest pharmaceutical companies, CWI’s Marketing team collaborated with the Engineering squads on two projects. Both initiatives play an important role in the company’s revenue, which recorded a profit of R$307.8 million (over 55 million dollars) in Q4 2023.
The Zero-Cal website, representing a brand that has held Top of Mind status for 18 consecutive years, was completely revamped to align with the brand’s new communication. The redesign process involved reference research, stakeholder interviews, wireframes, high-fidelity screens, and a fully navigable prototype.
CWI’s Marketing team also contributed to the user journey and UI development of a medication distribution system. The study of the existing purchase journey and the creation of a new one were carried out alongside the development of new elements.
Pestana Leilões
• website • design • UX • UI • internal systems
Described by Jornal do Comércio as one of Brazil’s largest auction organizations, Pestana Leilões has over 40 years of history and a strong partnership with CWI. The company has already exceeded 400,000 auctioned items, including vehicles, real estate, and other assets.
The organization’s website is a fundamental piece of its business strategy, supporting around 50 online and in-person auctions per month. CWI’s Engineering and Marketing collaborated to design a new interface for the product page of this essential tool in the company’s daily operations.
This evolution required the creation of components for all screen elements and enabled the inclusion of more videos and images of the opportunities. The focus was on delivering the best possible experience for the visitor, who is always a potential client of Pestana Leilões.
Our expertise in user experience also came into play in one of the company’s internal systems. We applied different UX techniques to improve the application, studying and documenting all user flows.
CIEE-RS
• branding • rebranding • logo • visual identity • video
The Company-School Integration Center of Rio Grande do Sul (CIEE-RS) offers the Conjuntos platform, designed for advertising internship and apprenticeship opportunities. When CWI’s Engineering team began developing this application, the name the name had not yet been defined.
Its creation was entrusted to CWI Marketing, working closely with the CIEE-RS team. The naming process was followed by the creation of the logo, slogan, and brand guidelines for the sub-brand. Different collaborative dynamics and facilitation sessions were conducted to ensure the coherence of the creation, which favored the theoretical and visual concept of the intersection promoted by the platform.
Some time later, CWI Marketing also worked on the rebranding for the CIEE-RS Theater and Events Center brand. The project included 6 variations of pictograms exclusively designed for CIEE-RS and met a series of requirements from the parent brand.
Elefante Letrado
• planning • social media • business matrices
The Elefante Letrado, a digital reading platform for schools, is present in over 2,700 educational institutions in Brazil. In addition to being served by CWI Engineering, the company also relied on the Marketing team for branding and management of organic and paid digital media.
Our deliverables included elements such as:
• Business canvas;
• SWOT matrix;
• Performance analysis on Meta, RD Station, and Google Analytics platforms;
• Creation of OKRs and KPIs;
• Lead campaign analysis;
• Email marketing automation flow;
• Strategic and tactical Marketing and digital presence planning.
Learn more
Artificial Intelligence for Reading Assessment
La Moda
• app • UX • UI • design
The Lança Perfume app, one of the most important brands in the La Moda group, has a near-perfect rating on the App Store: 4.9. This is strategic, as sales through digital channels represent 20% of La Moda’s total revenue (which is in the hundreds of millions per year).
Of the approximately 70,000 final consumers the company estimates it has, 67% make online purchases. For this and many other reasons, CWI’s Engineering and Marketing teams are very proud of their work in building the Lança Perfume app.=
The multidisciplinary teams worked on developing an interface and user experience that contribute to achieving the group’s business objectives. At the same time, they ensure that customers’ interaction with the brand is both easy and highly pleasant.
Alloha Fibra
• design • UX • UI
Alongside Sumicity, recently incorporated into Alloha Fibra, CWI’s Marketing and Engineering teams worked on refactoring the system responsible for registering and viewing information related to the availability of its partners for customer service.
The Alloha Fibra is one of Brazil’s largest companies in terms of subscribers and fiber optic extension, and the largest independent player in this segment. It is present in 864 cities across 22 states, totaling 1.6 million B2C and B2B clients and a gross revenue of R$ 1.9 billion in 2023.
Our Way of Working
All the deliverables mentioned earlier were brought to life by people who value what we call 5-Star Relationship.
We believe that establishing strong connections with our clients is essential, and we understand this is one reason why our partnerships are renewed and long-lasting.
These connections are based on 5 principles:
⭐ Genuinely caring, with commitment, engagement, and responsibility as part of daily life;
⭐ Actively listening, understanding the client’s real needs;
⭐ Proactively seeking solutions and opportunities;
⭐ Communicating transparently, with both clients and colleagues;
⭐ Going beyond, seeking to surprise and make connections.
Serving the CWI Brand
In addition to partnerships with the Strategic Software Engineering squads, the CWI Marketing team also takes care of the CWI brand itself.
The main areas in this front of operation are: strategic business planning, branding, events, ABM, inbound, outbound, national and international digital media, advertising, internal marketing, and institutional communication.
You can count on us to drive your end-to-end project: from idealization to the promotion of the finished product, uniting Strategic Software Engineering and Marketing.
Get in touch so we can start thinking together about solutions that bring results!
