CREATIVE DIRECTION
BRAND STRATEGY
Where Visual Identity Meets Strategy
ALMA CLOTHING
ALMA is a contemporary fashion brand rooted in simplicity, attitude and conscience.
I worked closely with the brand across multiple dimensions, developing and refining its visual and communication identity from the ground up. My role extended beyond content creation — shaping how the brand looks, feels and speaks across all platforms.
This included creative direction, photography and video production, as well as the definition of tone of voice and overall communication strategy. I was responsible for building a cohesive visual language, ensuring consistency across social media, newsletters and brand touchpoints.
My involvement also covered the design of key brand elements, including press kits, garment labels, email signatures and physical assets for events and fairs, alongside the development of paid media campaigns and content tailored for digital growth.
From concept to execution, I led production processes, styling, model scouting and collaboration with influencer agencies — creating a body of work that translates the brand’s identity into a consistent and recognisable presence.
The result is a brand that communicates with clarity and intention, supported by a strong and distinctive visual universe.
Creative Direction
·
Brand Strategy
·
Content Production
·
Social Media
·
Photography & Video
·
Brand Communication
·
Visual Identity
·
Paid Campaigns
·
Styling
·
Influencer Partnerships
·
Casting
Creative Direction · Brand Strategy · Content Production · Social Media · Photography & Video · Brand Communication · Visual Identity · Paid Campaigns · Styling · Influencer Partnerships · Casting
My Approach
-
Define the Vision
Defining the foundation of the brand — from visual identity to tone of voice, aligning aesthetics with intention and positioning.
-
Shape the System
Developing a consistent visual and communication language across all touchpoints — social media, newsletters, campaigns and brand assets.
-
Create & Produce
Leading photography, video, styling and production — translating strategy into visuals that connect and perform.
-
Scale & Refine
Implementing content strategies, paid media and collaborations — ensuring growth while maintaining consistency, identity and long-term positioning.
The Alma Characters
The Alma Characters is a narrative-led content series designed to express the brand through identity and real-life storytelling.
Rather than following a traditional influencer approach, each participant was developed as a character — reflecting a distinct lifestyle and perspective aligned with Alma’s values.
The project was conceived and executed end-to-end, encompassing concept development, casting, direction, production, photography and video — translating the brand into a cohesive and recognisable visual narrative.
The Latte Dad
Tomás ValbomA slow-living enthusiast with a soft routine and a strong sense of presence. Tomás embodies a modern masculinity — calm, intentional and grounded in everyday rituals. From morning coffees to quiet moments, his character reflects a lifestyle where simplicity becomes a statement.
The Mid size Queen
Catarina RochinhaConfident, expressive and unapologetically herself, Catarina represents a new narrative around body and identity. Her presence challenges traditional standards while embracing style as a form of self-affirmation — where attitude, comfort and individuality coexist.
A series of short-form videos capturing each character through real, everyday moments — translating the brand’s identity into movement through direction, filming and editing.
Episodes
Analog Photography
-
![]()
The Latte Dad — Morning Rituals
-
![]()
The Mid Size Queen — In Her Own Pace
-
![]()
The Latte Dad - The Local Market
-
![]()
The Latte Dad — Tennis Rituals
-
![]()
The Latte Dad — Between Matches
-
![]()
The Latte Dad — Morning Game
-
![]()
The Mid Size Queen — Golden Hour Ease
-
![]()
The Mid Size Queen — On the Move
ALMA — New York Campaign
For this campaign, the intention was to move away from a traditional product-focused approach and instead place ALMA within a lived, urban context.
Shot in New York, the concept explored a more relaxed and effortless visual language — where the product naturally integrates into the rhythm of the city.
Alongside the sock-focused visuals, a full look video was developed, bringing together styling, movement and environment to reinforce the brand’s identity.
In studio
A more controlled approach — where light, texture and composition shape the narrative.
“Effortless Waves”
The First Chapter
This campaign marked the first step in translating ALMA’s identity into a visual narrative.
Rooted in simplicity, attitude and conscience, the concept was developed to feel effortless, human and quietly confident.
I led the project from the ground up — from creative direction and concept development to casting, team building and on-set execution.
Bringing together film, photography, styling, make-up and behind-the-scenes, every element was shaped to reflect a cohesive and intentional visual world.
Behind the scenes
Where it all begins.
Captured inside the factory, these first images and films brought us closer to the process — to the hands, the materials and the rhythm behind each piece.
This is where ALMA’s visual identity begins.
Identity, in every detail.
Designed as a system, not just visuals.
Beyond campaigns and digital presence, the identity was built across every touchpoint.
From packaging elements and garment labels to printed materials and customer-facing details, each piece was designed to feel cohesive and intentional.
Alongside this, the visual language extended into social media, newsletters and email communication — shaping a consistent presence across both physical and digital spaces.
A brand built to be felt, not just seen.