Introducing Chloé Fantin Silva

Expert Leadership in Wayfinding, Branding, and Design Projects

We’re excited to introduce Chloé Fantin Silva, our talented Project Manager, who brings extensive expertise in wayfinding, branding, and design to lead our projects. Chloé began her journey with us as a Studio Manager two years ago and has since transitioned into a leadership role where she effectively manages complex projects. She ensures the seamless integration of thoughtful design strategies and user-focused experiences. Her leadership is characterised by clear communication and data-driven tools, enhancing both internal workflows and client-facing outcomes.

Below, Chloé reflects on her journey, highlighting the importance of adaptability, communication, and leveraging data-driven project management tools to deliver successful outcomes in wayfinding, branding, and design.

Career Journey and Key Skills in Project Management, Branding & Wayfinding Design

Chloé, can you share a bit about your background and what motivated you to pursue a career in project management? What key skills have contributed to your success in this role?

“Moving to a new city inspired my shift. After working in social media for a city government in Buenos Aires, I sought new opportunities. I began as Studio Manager at Air, and as I saw the work, I wanted to be more involved. Project management was the best path. Adaptability is vital since projects often change. Communicating those changes effectively is equally important. My experience in branding and design has also played a role in how I approach projects, ensuring that all aspects, from wayfinding to branding design, align with the client’s vision.”

Personal Growth and Leadership in Wayfinding and User Experience Design

How has your experience at Air influenced your development as a project manager? Are there specific moments or experiences that have significantly shaped your leadership style and approach to project management?

“Air has been incredible, with each client and project offering something unique. Managing complex projects, from signage and wayfinding systems to designing seamless user experiences, has taught me the value of clear communication—within the team and with clients—to achieve success. Managing tight deadlines in design and branding, as well as managing client expectations, has been key to my personal growth.”

Effective Communication Strategies for Wayfinding, Design & Branding Projects

What strategies do you employ to foster effective communication between our team and clients, ensuring successful outcomes throughout the project lifecycle?

“My approach to communication revolves around understanding and adapting to each person’s preferred communication style, both within the team and with clients. A one-size-fits-all approach will never work, so I pay close attention to how individuals prefer to receive and respond to information, whether it be through video calls, emails, or other channels. It’s crucial to actively listen to both clients and team members; this helps me understand their needs and concerns better and allows me to respond effectively while maintaining a collaborative environment.”

Overcoming Challenges in Complex Branding and Wayfinding Projects

How do you navigate challenges that arise during complex projects, Chloé? Can you provide an example of a particularly difficult situation you faced and how you managed to resolve it successfully?

“I’m going to sound like a broken record! Effective communication is key. Challenges can overwhelm both teams and clients, so I act as a bridge to maintain calm, provide clarity, and focus on solutions. For example, we once encountered a situation where the branding concept had to change due to feedback from a key stakeholder. We quickly adjusted by presenting revised designs, and through continuous updates and feedback loops, we ensured the project moved forward smoothly.”

Future Initiatives to Improve Efficiency in Wayfinding and Design Projects

What initiatives are you planning or currently introducing in ongoing or upcoming projects to boost efficiency and ensure success?

“We’ve made significant progress as a company, and the introduction of project management tools has been a key factor in this. It’s improved how we track our work and progress. By embracing data-driven decision-making, we’ve been able to better analyse our resource usage, monitor time to completion, and identify potential risks or issues early on. We’re also exploring new ways to integrate branding and wayfinding elements, ensuring they complement each other and create a seamless experience for the end user. Data-driven tools help us manage everything from design approvals to user experience, making the process more efficient.”