Internal Magazine Rebranding – Prato Cheio Josapar

Situation
Josapar is one of Brazil’s largest food manufacturers, operating multiple industrial plants and distribution units across the country, with a predominantly operational workforce and limited access to digital communication channels.

Task
The organisation needed to redesign its internal magazine, Prato Cheio, to restore relevance, engagement and representativeness, and to ensure effective communication with a geographically dispersed, largely non-digital employee population.

Action
I conducted a full internal communication diagnosis, designed a new editorial model and content structure, introduced an Editorial Board to ensure cross-unit representation, implemented structured production processes, and developed practical tools to enable employee participation, working in partnership with a design agency.

Results
The redesigned magazine regained its position as the primary internal communication channel for a predominantly shop-floor workforce, significantly increasing employee engagement and readership. Employee participation in content production grew substantially, and different regions of Brazil became consistently represented, reflecting local cultural and operational realities. The publication achieved higher circulation uptake, faster distribution, stronger organisational alignment across units, and long-term sustainability as a trusted corporate communication vehicle.