I’m a creative strategist and storyteller working with brands and cultural IPs across different stages of growth — helping them strengthen, recalibrate, and extend their narratives as contexts, markets, and audiences evolve.
My practice sits at the intersection of culture, design, and global communication. I’m drawn to moments where brands are expanding, collaborating, or entering new cultural and industrial landscapes, and where existing narratives need to be rearticulated rather than reinvented. I’m particularly interested in co-branding and collaborative work, where multiple identities, value systems, and ambitions meet and must be translated into a shared language.
With a background in Urban Studies and an MBA, I approach brand-building as a long-term, living system. I combine cultural research, market understanding, and strategic thinking to shape narrative structures — from positioning and brand architecture to content ecosystems — that can adapt without losing coherence, and grow without becoming generic.
Having lived in four countries and worked across diverse markets, I’m highly attuned to shifts in environment, culture, and behavior. I rely on observation, sensitivity, and empathy as much as analysis, translating subtle signals into narratives that resonate locally while reinforcing a broader sense of identity and value.
I’ve worked with international media, creative teams, and platforms, contributing writing and visual storytelling while expanding brand presence through curation, talks, livestreams, podcasts, and video formats. Across mediums, my focus remains the same: clarity, resonance, and meaning over noise.
I believe the most enduring narratives are shaped not only by strategy, but by attention — to people, to context, and to the quiet changes that signal when a story needs to evolve.
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