Epic Rebrand

My friend and co-worker is laughing at me now, as we get into mid-August and I’ve so far spent all of 2025 rebranding myself on what is starting to feel like a hamster wheel. I set the word intention for 2025, and I’m certainly taking it seriously.

After deciding to embark on entrepreneurship I had to really define what that was and it seems that every week, I’m finding new things to discover and stumble over only to, however, - and here is where the word comes in - get closer to the core of who I am.

After dusting off the old name - Mermaid - and fiddling around with versions and profiles and domains, I peeled off another layer of identity around it and created Sereia which is its Portuguese version and more nuanced and layered in symbolic meaning than its flat cousin Mermaid. All of this to say that I am getting deeper into the space in which I reside as the author of my brand, which is in itself me.

And after many iterations of stock photos and imagery that felt like me, I woke up one night realizing that it all needs to be me - a collage of me - that I put forward. Authenticity, intentional movement. “Stop trying to create yourself and be yourself,” I tell myself out loud so that I might hear it better.

I am trying things and joining things that do not pay, do not promise to admonish anything and yet I’m drawn to the fact that they hold a light I’ve never seen before. I’m holding open houses just to talk to people, volunteering at the doors of luxury buildings just to see what it’s like in there with those people and that community; holding doors open, eyes open, ears open all with intention. And so it develops that experiences and conversations follow this curiosity that bring new insights, new connections, new inspiration.

Intention. Which apparently leads to discovery if you pay attention. And the more you pay attention the more you discover until it feels really really right.