Creative Direction / Brand & Digital Ecosystem
Creative direction focused on building a coherent brand universe—where identity, digital, and communication align into one system.
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As Creative Director, I lead the brand’s visual identity, digital presence, and strategic communication, shaping a cohesive and recognizable universe that drives growth, engagement, and positioning.
I established and defined the brand’s tone of voice, visual language, and creative guidelines, ensuring consistency and clarity across all channels. From identity to execution, I built a strong and recognizable aesthetic aligned with a contemporary, culture-driven positioning.
The tone of voice is sharp, minimal, and confident—balancing attitude with clarity. It reflects a modern, fashion-forward brand inspired by the visual and editorial style of brands like Relative FW: clean, bold, and culturally aware.
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Project for Relative Floors + Walls
Creative Direction — Lorena Ceresoli
Photography — Bryton Garay
Photography Assistant — Paola Mendiola2026
relativefw.com -
DescripI defined and executed the digital marketing strategy, focusing on traffic acquisition, conversion optimization, and scalable growth.
This includes performance campaigns (Meta Ads), continuous testing, and data-driven optimization to maximize ROI.ción del elemento -
Descripción del elementoI delivered copywriting across all channels—website, campaigns, and social media—ensuring a consistent tone of voice and impactful messaging. I also interviewed leading architects and artists, including Deborah Wang Architect, Gabriel Fain Architect, Bonnie Edelman, and Anke Blaue.
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I led the social media strategy, developing a cohesive content direction that increased engagement and strengthened the community.
From concept to execution, I ensured all content aligned with the brand’s identity and storytelling.
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I developed and executed 360° campaigns across digital and physical platforms, creating impactful concepts that enhanced brand visibility and positioning.
Each campaign was designed to merge storytelling, performance, and strong visual identity. -
I directed the website design and user experience, shaping a platform that reflects the brand’s identity while optimizing usability and storytelling.
I also managed and optimized Shopify, improving the overall e-commerce experience and performance. -
Descripción del elementoI defined and implemented the newsletter strategy, enhancing customer retention, engagement, and lifecycle communication.
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I art directed photoshoots, elevating the brand’s visual output and ensuring consistency with its creative direction.
I also oversaw print materials, guaranteeing high-quality execution across offline touchpoints. -
I conceptualized and directed events and brand experiences, creating immersive moments aligned with the brand’s identity.
Additionally, I curated interviews with international creatives, reinforcing the brand’s cultural relevance and authority.
