Brand communication and creative strategy management
Development of brand identity and comprehensive (360°) campaigns, with a focus on narrative consistency and market positioning.
Conceptual creativity: the fusion of technical and human narratives
I developed the conceptual framework for an institutional communication piece designed to strengthen the link between a scientific organisation and the communications sector.
The strategy was based on a stoichiometric analogy, merging the journalistic standard of the 5 Ws with the symbolism of the periodic table.
The result was a highly memorable piece that uses the visual language of science to validate the methodology of the information professional, positioning the brand as an ally that shares the same rigour, commitment and dedication to the truth.
Corporate Social Responsibility (CSR) strategies and preventive communication: raising awareness through direct visual storytelling.
I led the creation of social awareness campaigns focused on responsible consumption. The strategic challenge was to use a direct and disruptive visual narrative to communicate public health risks, transforming a warning message into an asset of social value.
The main aim is to manage highly sensitive issues within strict regulatory frameworks, thereby achieving a positive impact on the perception of the brand’s responsibility.
Creative conceptualisation and copywriting for traditional media
A technical exploration of the fundamentals of traditional advertising, focusing on copywriting for print media and below-the-line (BTL) campaigns. Through these pieces, I highlight the art of distilling advertising messages and building a ‘brand voice’ from scratch. It demonstrates how to develop powerful concepts that rely not on technology, but on a deep understanding of consumer psychology and the structure of the message.
