Digital & Content Strategy
Defined brand content pillars, competitor analysis, and a social media growth strategy.
NATALIA BLANCO
Natalia Blanco is a Colombian fashion house designing presence through clothing that supports moments of visibility, decision, and transformation. I worked with the brand across two phases: first strengthening its identity and social media foundations, and more recently leading the digital strategy and creative direction.
Brand Challenge
A brand with strong potential, but no clear system.
When I began working with Natalia Blanco, the brand had a poorly defined identity and inconsistent social media with no clear content strategy. As the collection grew, there was also a need to improve positioning and visibility for the brand's move into physical retail, including a new store in Cartagena.
My Role — Scope of work
Brand Identity Direction
Designed the brand's visual identity system, including the primary logo and monogram.
Campaign & Creative Direction
Developed the conceptual direction, storyboard, and shot list for collection launch.
Business Systems
Built a Notion-based operations hub to centralize tasks, resources, and cross-team processes.
Natalia Blanco's identity is built on the idea of "serene authority", coherence, calm strength, precision, and dignity. I created the brand's visual identity system, including the logo, color palette and typography, translating that positioning into a coherent visual language.
Verbal archetype and brand psychology developed in collaboration with a brand psychologist.
Operations Hub
Centralizing the business in one system.
To support the brand's growth, I created a centralized Notion hub for internal operations, task tracking by department, cross-team workflows, and a resource database for future collections.
Social Media Presence
Building a consistent presence across platforms.
I defined the brand's content pillars—Product, Behind the Scenes, Lifestyle & Inspiration, Brand Identity, Community, and Campaigns—and built a monthly editorial calendar to bring consistency to the brand's social media presence.
COLLABORATORS
Photography by Arley Valdez