I am a Design Strategist, a Creative Director, a Mentor.
Brand strategist, creative director and trend researcher with 40 years in advertising, design and global creativity. Driven by trends and multicultural intelligence, I explore consumer trends and future scenarios to shape narratives that move brands forward across AI, consumer behavior, food, design, interior design and hospitality. I am also a Gestalt Bodywork Counselor and use bodily awareness as a strategic tool. I speak at conferences and universities worldwide.
HOW I DO IT
I work like an alchemist, blending deep listening, strategic insight, and playful experimentation.
Through hands-on workshops and collaborative sessions, I dig deep to uncover the foundations for future-facing strategies.
I have developed my own method, a dynamic mix of research, intuition, and co-creation, to help CEOs, entrepreneurs, and communication agencies spot the signals of change and turn them into action.
From brand strategies and creative campaigns to product innovation, I identify the trends that have the power to transform.
My new book:
PULSE. The Alchemy of Living Brands
Brands behave like living things. They have a character, a voice, a rhythm. People meet them in fragments, on screens the brand doesn’t control, and decide in seconds whether to keep them. Pulse is about how to read that life and how to shape it.
I have worked on brands for four decades, from every side of the table. Campaigns at McCann, brand identities at Angelini Design, trends with Trend Alchemy and judged at Cannes, in 2007. Today I lead brand and creative at Translated, where AI and language technology are part of daily work. Pulse turns that experience into one method: the Brand Life Framework and its five vital signs, Personality, Voice, Spirit, Beat and Sense.
The book opens the Brand Life Collection, a series of short essays on how brands live today. This first volume sets out the framework. Each volume that follows takes one vital sign and goes deep.
TREND ALCHEMY
Trend Alchemy is my lab where we identify trends, builds future narratives and transforms them into golden insights able to inspire brand strategies, innovation and creativity.
