Joao Medeiros’ Laidlaw Leadership-in-Action project,  focused on supporting a collective of female artisans from the favelas of São Paulo, specifically two of the largest in southeast Brazil. These women primarily use textile art as a way to generate additional income to support their families. However, their artistic work, despite its beauty, was under-recognized and lacked the resources and connections to reach a wider market.

Joao’s project centered on uplifting their work by providing workshops, enhancing their design systems, and connecting them with Brazilian brands to create higher-income opportunities. His goal was to help these artisans expand their reach beyond small, local sales by improving their techniques, building professional networks, and enhancing their storytelling to add value to their products.

Joao initiated a variety of workshops, including embroidery and bag-making, to introduce new techniques and designs to the artisans. He also facilitated a professional photo-shoot by connecting the women with a renowned Brazilian photographer who has worked with brands like Balenciaga, allowing their creations to be professionally photographed and marketed. In addition, he developed an online design system where the artisans could document their work and manage their production more effectively.

A critical part of his project was helping the women tell their personal stories. Each artisan had an inspiring and challenging journey, often marked by significant hardship. By showcasing their individual narratives, Joao was able to give their products more depth and meaning, making their work more marketable and valuable. One powerful story was that of Maria, a widow who raised three grandchildren while working as a maid. She used her art to support her family, illustrating the resilience of these women.

Key Results from the project included connecting the artisans with a boutique in one of São Paulo’s most prestigious neighborhoods, where their work is now being sold at a significantly higher price than before. This provided the women with increased financial independence and broader recognition. Joao also left behind detailed design systems and documentation processes to ensure that the collective could continue to grow and sustain itself after his departure.

Joao’s work has had a lasting impact, and he continues to support the collective online, providing guidance and facilitating future collaborations. This project exemplified leadership by organizing a group of 20 artisans, fostering collaboration, and acting as a mediator between the artisans, designers, and boutiques.