MY AI PRACTICE
The reason I bring AI into my branding process is simple. I want to see the whole field before I commit to an idea. AI is good at holding many things at once and finding how they connect: the personas, where the market sits, what competitors are saying, the scenarios and trends that could move the brand, even the groundwork like naming and domains. It gathers and correlates all of that for me. So when I reach the ideation, I'm not starting from a blank page. I'm starting from a clear one. The research moves faster. The reading of it, and the creative decisions, stay mine.
BRAND AND CREATIVE
STRATEGY, AS A SKILL
Across twenty-five years of brand work and creative direction, I've collected a handful of methods I keep coming back to, the ones I trust to build a brand and to shape a campaign. For a long time they lived in my head and in old files. What I realized is that Claude could hold them all in one place, so I gathered them into a single skill and built it into my research process.
Brand Flux is the name I gave it, and it's mine: built from my own practice, not a framework borrowed from someone else. It's a modular, multi-phase system, encoded as custom Claude skills, and it runs discovery, the competitive read, and the metric work in English, Portuguese, and Italian. It turns weeks of digging into hours I can spend on the creative calls.
A DIRECTION PARTNER ON CALL
A Claude skill spanning brand strategy, content, copy, campaigns, metrics, and creative direction. I use it to test ideas and explore options before I commit to a direction, so the thinking is wider before the work narrows.
NUMBERS INTO NEXT MOVES
A Claude skill that takes campaign and social metrics and turns them into insights, ideas, and concrete next steps, so performance data feeds the creative instead of just reporting on it.