BRAND & MARKETING STRATEGY · BRANDING
I DESIGN BRANDS AND HOW THEY ARE SENSED.
From the first idea, or from the brand you already have.
When the standard still lives in one person’s eye, voice and approval, the brand reaches further and means a little less. I make visible what a brand already is, but is not showing yet. I design the journey through which your clients sense it.
A brand is worth
What it is perceived to be.
Strategy decides. Creativity makes it felt.
Before the brand exists, or after?
Build
From the start: the position, the identity, and the journey and experiences through which it will be sensed.
Rebuild
From what is authentic to the business, even when the brand has never said it, or has said it wrong.
“A brand begins with a founder’s vision. It becomes enduring when that vision no longer lives in just one person. The vision was never the weak part.
My work is to build the structure that allows a brand to carry its founder’s vision further than the founder can personally reach.”
You, your brand and the people who carry it are the center of this work. When you are seen, so is the work.
The work so far spans hospitality and gastronomy; wellness; branded residences; lifestyle and editorial houses; and events. It is open to any founder who understands that culture decides whether a brand is received, and that a brand is judged by how it touches the people it serves.
Ocean House Surfside
Multiplan Real Estate Asset Management
A $70M penthouse that had to be believed before it existed. A narrative system, carried through a Wall Street Journal campaign.
vital elevated living
Certification & Brand System
A standard of living that could be described but not shown, built into a certification and brand system.
Riviera Dining Group
Architected from inside the group; one parent architecture, six derived brands: MILA, MM Club, MILA Lounge, MILA Omakase, Casa Neos and AVA MeditereAgean.
Creative direction for Luxury Art Book
Ritz-Carlton, St. Regis, Waldorf Astoria, One&Only, Baccarat, The Plaza, The Pierre, Acqualina Resort & Residences and others.
THE PATH
I came to strategy through creative direction, not the other way around.
For more than two decades, I worked at the intersection of identity, image, design, experience, and communication. I began in major advertising agencies, moved through boutique design studios, and later worked across events and editorial before arriving at brand strategy.
Creative direction taught me how a brand registers before it can explain itself. Design taught me how meaning becomes tangible. Events taught me how a brand behaves in a room full of people. Editorial taught me how narrative shapes perception.
Strategy is what finally let me use all of them in the same decision. That is where my work changed from asking how a brand should look to asking whether the brand could actually hold.
ACROSS CULTURES
I am based in Miami and work worldwide, with a strong axis between the United States and Brazil: fifteen years in Brazil, bringing global brands into that market, and twelve building brands in the United States.
Brazilian by origin, American by practice, and at home in the wider Latin American world, I was formed across cultures rather than inside one.
I read cultural context as an instrument: how meaning moves between worlds, what signals belonging in one and distance in another, and how far a brand can travel before it stops being itself.