I don't design pieces. I decide which brand holds them all.
Four areas of direction. No execution pieces — I direct whoever executes, whether in-house or external. Every decision documented, every criteria applied consistently.
Identity & Visual Coherence
A single visual language across all channels, with documented criteria so the team applies it without asking me every time.
Voice & Positioning
How the brand speaks, what tone, and what it NEVER says.
Team & Vendor Supervision
I review, approve, or reject work from designers, agencies, and freelancers before it goes to production.
Art Direction in Key Projects
Launches, campaigns, redesigns: I step in at moments where a bad visual decision costs dearly.
The problem isn't the designer. It's the direction.
Having designers is not the same as having creative direction. One executes, the other decides. Here's what changes.
WITHOUT DIRECTION
WITH CREATIVE DIRECTION
Not for everyone. That's the point.
Before we talk, check if this is what you actually need. Saves us both time.
YES, IF:
You already have a team or vendors executing, but no one directs them
You have designers, agencies, or freelancers — but no one defines the creative north.
Your brand looks different depending on who executed it that day
Each channel tells a different story. The customer perceives inconsistency.
You're growing and your visual identity fell behind
The company evolved, but the brand still communicates as if it were from two years ago.
You want decision authority, not another opinion at the table
You need someone who closes, not someone who opines. Criteria, not committee.
NO, IF:
You're looking for someone to design pieces directly
That's execution. I direct — I don't paint, I don't layout, I don't design standalone pieces.
You want a logo or a one-time rebrand
That's a different service. Creative direction is continuous, not an event.
You want to approve every decision by committee
Creative direction requires decision authority. If you need 5 approvals, this isn't the service.
You don't have budget for a monthly retainer
The service operates on retainer. Without monthly commitment, there's no effective direction.
Frequent questions.
Straight answers to what people ask most before starting creative direction.
What's the difference between a designer and a creative director? +
A designer executes pieces. A creative director decides what pieces are created, why, and how they connect to each other. They are different roles that solve different problems. You need both, but confusing one for the other causes the problems this service solves.
Do you work with external agencies and freelancers? +
Yes. In fact, that's one of the main use cases. If you already have an agency for the web, another for social, and a freelance for design — I coordinate, review, and approve everyone's work before it gets published.
How long does the service last? +
It's a monthly retainer. There's no forced permanence contract: we work month to month. The service stays as long as it's evident that the direction is generating value. Most of my clients stay 6+ months because the brand needs consistency.
What does onboarding include? +
The first 5-7 days I do a complete audit of your brand: website, social, sales, product, internal communication. I document inconsistencies with evidence, not opinion. At the end you have a clear diagnosis and an action plan.
Do I need an in-house design team? +
Not necessarily. I can direct external agencies, freelancers, or a mix of both. What you need is someone who executes — I decide what gets executed and how.
Can I hire just for a specific project? +
Creative direction is continuous by nature. A specific project (launch, redesign) may need temporary direction, but the real value comes from long-term consistency. If you only need something specific, another service may be a better fit.
How do we measure results? +
Brand coherence isn't measured only in marketing metrics. We do see impact in recognition, conversion, and perception — but the first result is that your team and vendors execute with criteria, without each piece being a surprise.