Brand strategy, identity & Framer sites for ambitious teams
Brand strategy, identity & Framer sites for ambitious teams
Sharing a little portfolio update I made today ✨
I’ve been thinking a lot lately about the balance between control and chaos. Knowing when to hold back, when to push things, and how to make something memorable without losing cohesion.
Working on some fun new case studies and projects at the moment. Looking forward to adding them here soon.
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Creative Director, Video Editor, AI Video Producer.
Creative Director, Video Editor, AI Video Producer.
Visual & Motion Designer
ALETRA founder · AI-powered hospitality brands & web design
- $•••••
- Earned
- 3x
- Hired
- 5.0
- Rating
- 20
- Followers
ALETRA founder · AI-powered hospitality brands & web design
ALETRA Lab · Experiment Nº 01: The Night Baker
Every bakery website shows the same thing: a croissant on white. But nobody falls in love with a bakery because of a croissant. They fall in love at 7 a.m., when the door opens and the warmth hits them before the smell does.
So I asked: what if a bakery's website sold that moment, not the product?
→ Contrast: it starts at 4 a.m., one lit window in a sleeping street.
→ Ritual: the brand is someone awake while the city sleeps.
→ Participation: you don't watch the baker, you knead with him.
→ Senses: glowing oven, soft light. A screen can't smell, but it can make you imagine it.
→ Peak-end: it ends on a person and warm bread, not a product.
Not a client project. It's how I think before I design anything: the feeling first, the pixels last.
Concept & creative direction: ALETRA, Berlin. Crafted with AI. © 2026
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Architecture and design practice based in Berlin.
Innovative Creative Director & Voice Over Artist
Senior Product & Web Designer | Wix Studio & Shopify
Senior Product & Web Designer | Wix Studio & Shopify
Creative Direction and 3D/CGI Production
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