Creative Direction
CREATIVE DIRECTION & BRAND POSITIONING
Led the development of a structured brand, communication system, and commercial visibility framework for a multidisciplinary architecture, construction, and interior design firm.
Year :
2022 – 2023
Industry :
Architecture / Interior Design / Construction
Client :
org Arquitectura
Scope :
Brand System / Campaign Strategy / Content Direction / Team Leadership
Problem :
org Arquitectura operated without a defined brand system, documented tone of voice, or structured digital workflow.
Communication across architecture, construction, and interior design services was fragmented and reactive, lacking measurable performance indicators.
The firm required foundational restructuring of its brand narrative and commercial visibility systems.
Solution :
I built and directed the brand’s creative and commercial infrastructure from the ground up.
This included:
• Developing a comprehensive brand book defining tone of voice and visual guidelines
• Writing all website copy, campaign messaging, and communication frameworks
• Structuring internal workflows to align architecture, construction, and interior design projects with marketing execution
• Leading a team of three creatives and coordinating with an external agency
• Producing and directing photo and video content, including on-site documentation and drone footage
• Designing and executing paid commercial campaigns (July–August 2023)
• Managing website updates, SEO optimization, and ongoing content publishing
• Tracking performance metrics to transition from reactive output to measurable commercial visibility
Campaign performance included:
• 21,173 link clicks
• 14,836 video ThruPlays
• 6K+ website visits
• Growth from 38K to 58K total content views
Challenge :
Simultaneously establishing brand foundations, implementing structured workflows, leading a team, and introducing measurable campaign performance within a growing multidisciplinary firm.
Summary :
The initiative transformed org Arquitectura into a structured and measurable brand ecosystem — integrating narrative clarity, commercial campaigns, digital optimization, and original visual production into a scalable creative operation.
More Projects
Creative Direction
CREATIVE DIRECTION & BRAND POSITIONING
Led the development of a structured brand, communication system, and commercial visibility framework for a multidisciplinary architecture, construction, and interior design firm.
Year :
2022 – 2023
Industry :
Architecture / Interior Design / Construction
Client :
org Arquitectura
Scope :
Brand System / Campaign Strategy / Content Direction / Team Leadership
Problem :
org Arquitectura operated without a defined brand system, documented tone of voice, or structured digital workflow.
Communication across architecture, construction, and interior design services was fragmented and reactive, lacking measurable performance indicators.
The firm required foundational restructuring of its brand narrative and commercial visibility systems.
Solution :
I built and directed the brand’s creative and commercial infrastructure from the ground up.
This included:
• Developing a comprehensive brand book defining tone of voice and visual guidelines
• Writing all website copy, campaign messaging, and communication frameworks
• Structuring internal workflows to align architecture, construction, and interior design projects with marketing execution
• Leading a team of three creatives and coordinating with an external agency
• Producing and directing photo and video content, including on-site documentation and drone footage
• Designing and executing paid commercial campaigns (July–August 2023)
• Managing website updates, SEO optimization, and ongoing content publishing
• Tracking performance metrics to transition from reactive output to measurable commercial visibility
Campaign performance included:
• 21,173 link clicks
• 14,836 video ThruPlays
• 6K+ website visits
• Growth from 38K to 58K total content views
Challenge :
Simultaneously establishing brand foundations, implementing structured workflows, leading a team, and introducing measurable campaign performance within a growing multidisciplinary firm.
Summary :
The initiative transformed org Arquitectura into a structured and measurable brand ecosystem — integrating narrative clarity, commercial campaigns, digital optimization, and original visual production into a scalable creative operation.
More Projects
Creative Direction
CREATIVE DIRECTION & BRAND POSITIONING
Led the development of a structured brand, communication system, and commercial visibility framework for a multidisciplinary architecture, construction, and interior design firm.
Year :
2022 – 2023
Industry :
Architecture / Interior Design / Construction
Client :
org Arquitectura
Scope :
Brand System / Campaign Strategy / Content Direction / Team Leadership
Problem :
org Arquitectura operated without a defined brand system, documented tone of voice, or structured digital workflow.
Communication across architecture, construction, and interior design services was fragmented and reactive, lacking measurable performance indicators.
The firm required foundational restructuring of its brand narrative and commercial visibility systems.
Solution :
I built and directed the brand’s creative and commercial infrastructure from the ground up.
This included:
• Developing a comprehensive brand book defining tone of voice and visual guidelines
• Writing all website copy, campaign messaging, and communication frameworks
• Structuring internal workflows to align architecture, construction, and interior design projects with marketing execution
• Leading a team of three creatives and coordinating with an external agency
• Producing and directing photo and video content, including on-site documentation and drone footage
• Designing and executing paid commercial campaigns (July–August 2023)
• Managing website updates, SEO optimization, and ongoing content publishing
• Tracking performance metrics to transition from reactive output to measurable commercial visibility
Campaign performance included:
• 21,173 link clicks
• 14,836 video ThruPlays
• 6K+ website visits
• Growth from 38K to 58K total content views
Challenge :
Simultaneously establishing brand foundations, implementing structured workflows, leading a team, and introducing measurable campaign performance within a growing multidisciplinary firm.
Summary :
The initiative transformed org Arquitectura into a structured and measurable brand ecosystem — integrating narrative clarity, commercial campaigns, digital optimization, and original visual production into a scalable creative operation.