The Journey: From “handyman” to essence strategist
When I started working in communications back in the 2000s, I thought it was enough to create beautiful logos, creative campaigns and websites. But something bothered me: I wanted to be more than a supplier. I wanted to be part of companies' success.
I ended up becoming a “purpose junkie”. I got so involved in my clients' business that sometimes I forgot to charge them. Did I make mistakes? A lot. But each mistake taught me a lesson:
Communication is not about speech.
It's about clarity for those who need it.
The Turning Point: When “brand therapy” became my method
One day, after diagnosing a brand, I heard something that changed everything:
“This is like therapy! You've simplified who we are and shown us how to tell it.”
I realized then: my job wasn't just to make logos - although that is part of the identity process. It was about providing clarity so that companies could find their voice in the midst of chaos.
How does it work? Translating soul into strategy
Imagine a brand as a person:
✅ You have values (what you believe in).
✅ You have a personality (how you behave).
✅ It has a purpose (why it exists).
My role is to be the translator of this essence. Not to create something new, but to reveal what already exists - and which is often hidden even from the business owner himself.
The Result: Brands that don't follow fashions, but create legacies
Today, when I see clients saying “wow, now it all makes sense!”, I know that this is the way to go:
1️⃣ Immerse yourself in the business.
2️⃣ Lapping up the essence with uncomfortable (and necessary) questions.
3️⃣ Turn everything into a compass that guides every decision: from physical to online.
Because a strong brand is not one that shouts the loudest.
It's the one that speaks the right message, in the right voice, to the right people.
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