Brand Strategy & Research — Researched trends and audience behavior using WGSN and online benchmarks, plus in-person store research while traveling, to guide seasonal concepts and drops.

Visual Identity & Art Direction — Built the brand identity and creative direction across digital, print, and product, ensuring consistency across every touchpoint.

Illustration & Product Graphics — Directed graphics and collaborated with artists, and also designed original illustrations and assets for apparel, merch, stickers, posters, mugs and other products.

Content System — Created the social design system (feed and story templates), tone of voice, and content cadence, including art direction, writing, and publishing.

Photo and Campaign Production — Developed concepts for photoshoots, directed styling and composition, and photographed selected content when needed.

E-commerce and Merchandising — Built and maintained the store experience, creating product pages, descriptions, and collections optimized for conversion. (Shopify, Nuvemshop)

Packaging — Designed packaging inserts, stickers, mailer assets to strengthen the unboxing experience.

Production & Operations — Managed supplier relationships and production for custom pieces, coordinated inventory and storage, and ensured all items were sourced and produced in Brazil with fair wages.

Customer Experience — Owned support and post-purchase communication, handling issues, refunds, and relationship-building with customers.