My Story
I started with a deep obsession with design — its logic, its culture, its power to shift perception. That obsession took me to Milan, where I completed my Master's in Strategic Design at IED (Istituto Europeo di Design), one of Europe's leading design schools. It changed how I think, not just what I make.
Since then, I've led creative and marketing teams ranging from 5 to 20 people, worked with brands across multiple sectors, and taken on roles that go beyond creative direction — into business strategy, education, and organizational change.
What drives me hasn't changed: I want to work with people who believe that design is a strategic act, not a finishing touch.
One thing I've been thinking about a lot lately — trends aren't the story or a North Star of the brand anymore. Convergence is. The interesting question isn't "what's trending" but "what happens when everything trends at once, and how do you build something that holds its own inside that noise?" That's the kind of question I bring to every brand I work with
I believe design is one of the most powerful tools we have for changing how the world works — not just how it looks.
Design methodologies don't just solve visual problems. They reshape services, products, behaviors, and the way organizations think. That's what I bring to every project: not decoration, but a way of seeing and building that makes things work better and mean more.
Design methodologies don't just solve visual problems. They reshape services, products, behaviors, and the way organizations think. That's what I bring to every project: not decoration, but a way of seeing and building that makes things work better and mean more.
Acredito que através do design podemos transformar serviços, produtos, marcas, comportamentos, tendências e o próprio mundo ao nosso redor. Utilizo os métodos de design como principal ferramenta criativa e estratégica em meus projetos
Credo che attraverso il design possiamo trasformare servizi, prodotti, marchi, comportamenti, tendenze e il mondo che ci circonda. Utilizzo le metodologie del design come strumento principale di strategia e creatività nei miei progetti.
My Experience
I work at the intersection of brand strategy, creative direction, and design leadership. My background gives me an unusual combination: I can think at the level of business model and brand architecture, and I can also roll up my sleeves and build.
STRATEGIC DESIGN LEADERSHIP
For over ten years I've built and led high-performing design and marketing teams — coaching people, creating the conditions for good work, and making sure creative output actually connects to business goals. My foundation is in Design Thinking, Service Design, and UX — tools I use not as buzzwords but as real methods for solving real problems.
SELECTED RESULTS
- CORE: CORE — Los Angeles Over five years, I changed the way CORE thinks about design: from reactive to intentional, from scattered to scalable. I developed a comprehensive brand design system — foundational elements, secondary color palette, redesigned navigation, refined logo — and built the team that could carry it forward. The result: conversion rate increased from 14% to 35%. More than numbers, we shifted the organization's relationship with its own brand.
- JVS SoCal: JVS SoCal Led brand identity and social media strategy across four annual fundraising events. Achieved 95% social media engagement and helped secure $1.7 million in annual fundraising.
- Elixir (Freelance): Directed brand identity and social media marketing for a growing retail brand. Results: 94% growth in Instagram followers, 35% increase in sales, four new store locations launched, ROI achieved within three years
what I do
Creative Mastery & Strategic Innovation
I help with the full arc — from brand thinking to creative execution:
Brand & Identity:
Naming, brand strategy, visual identity, brand architecture, design systems
Marketing & Growth:
Marketing strategy, content strategy, social media, inbound, SEO, analytics
Design Strategy & Innovation:
Service design, design thinking, UX, customer journey mapping, product design
Leadership & Education:
Team building, mentorship, creative direction, teaching, curriculum design
Tools:
Adobe Creative Suite, AI-driven design tools, WordPress, social media management platforms, Figma, Elemento