I led the creative definition and execution of a new communication and brand manual, including:

• Visual tone and moodboards

• Guidelines for photography, illustration and typographic styles

• Color system adapted to digital and UI needs

• Art direction for product interface and content visuals

I also oversaw the production of key creative assets such as:

• Paid and organic digital campaigns

• Social media posts and templates

• Newsletters visuals

• UI design

• Created the visual identity and narrative tone of Ana F., the AI-generated brand persona.

• Defined her look, personality and photographic system using generative AI tools like Google AI studio and others.

• Ana F. is now used across marketing and branding materials.

Actively participated in creative strategy planning, ensuring that visuals aligned with marketing KPIs and performance needs across channels.

Partnered with product to define the visual logic of landing pages, app flows, and conversion funnels.