I conducted internal questionnaires to assess how teams perceive the brand’s strengths, challenges, and consumer expectations. This helped identify alignment gaps and uncover internal insights that often shape external performance. In parallel, I analyzed numeric distribution data to understand availability, coverage, and execution across key channels. Combining perception insights with distribution metrics provided a clearer view of how brand strategy translates into real market impact and where the most meaningful growth levers sit.

@Monserrat Vazquez's work now spans brand identity, packaging systems, and cultural branding across organizations and startups.

None of that started with the perfect city, it started with the people in front of her.

Here are 3 lessons from 's journey: - Brand identity sets the rules, everything else follows - Freelancing alongside a job is a real transition strategy - Confidence is a byproduct of experience, not a prerequisite

If you are a designer building solo, part of an agency or growing yours, this episode is for you.

Full conversation with @Monserrat Vazquez is now available: https://youtu.be/USrWTu7KRD0

P.S. Her matcha packaging concept started as a ritual idea, not a product idea.

Was great having you on the pod @Monserrat Vazquez