As a creative strategist, I find what makes people care, then make the work that proves it.
I was born in Brazil, spent two years in Italy and now call East London home. Somewhere along the way I picked up a love of good coffee, good design and a good story, usually in that order. Away from the desk, you’ll find me hunting down coffee spots, following consumer tech, at creative events or travelling.
Design came first. Then I got curious about the question behind the work: why this idea, who is it for and what makes someone care? That’s where strategy came in. I never put the pencil down, so now I do both.
I turn research, audience insight and business priorities into a creative platform, a Messaging Matrix and actionable briefs. I map personas and pain points so every message has a clear audience and job, giving brand and channel teams a shared foundation for the work.
I develop campaign concepts and carry them through scripts, storyboards and production. Working with channel and performance teams, I shape variations around audiences and their needs, so we learn which messages land and what to make next.
I turn campaign ideas and audience needs into content plans, formats and copy. Each piece has a purpose, from introducing the brand to answering a question or prompting action. Reusable formats help teams produce consistently and apply what they learn across channels.
I translate positioning into a clear story, distinctive language and creative principles. I build practical guidance and examples that help teams make decisions, so the brand stays coherent as the work changes across audiences, channels and campaigns.
I build the story and materials that help people understand an idea and get behind it. I design and lead workshops around decisions we need to make, then turn the discussion into clear direction, priorities and next steps.
I turn brand positioning into campaigns, buyer-focused messaging and creative systems the team can build on, working across brand, product marketing and growth.
I built the frameworks that carry a campaign across every touchpoint, from first idea to delivery, for immersive live experiences.
Clients included Birmingham City University, Birkbeck and SOAS.
Clients included Starling Bank and ASUS.
Clients included Logitech and Blue Mic.
Youth communications, social content and design for organisations and brands.
