Projects using Canva in LisbonProjects using Canva in LisbonI didn’t expect this project to become less about products and more about assumptions.
The brief was to work on positioning within the sports nutrition space, which initially pointed towards familiar territory: ingredients, benefits, and competitor differentiation.
But quite early in the work, that framing started to feel too narrow for what was actually going on in the category.
Most brands are already clear on a functional level. People understand protein, creatine, recovery, performance. There isn’t much confusion there.
The more interesting question became what those products sit inside, not what they contain.
Training is a repeated behaviour, not a one-time decision. And over time, that repetition starts to shape identity in a way that individual product claims don’t fully capture.
That shifted the work away from product messaging and towards something more structural: how meaning is created through use, not description.
I put the full breakdown together here: https://1drv.ms/b/c/a88697ce8a50923a/IQDvWXdNo1aRR5cDO0pDJtnNARyhanwYCriAuItT0eX52Vw?e=mgq5wA Aether Table — Creative Direction + Brand Building
Aether Table is the Lisbon dinner series I co-host, built around intentional gatherings, storytelling, and sensory design.
I developed the brand identity, creative direction, and narrative world for the series, ensuring each edition has a cohesive theme (grounding, gather, creativity, etc.).
I handle concept development, brand voice, partnership strategy, and visual direction. Each dinner creates highly shareable content, strengthening community and partner visibility.
Skills: brand building, creative direction, copywriting, storytelling, partnerships, content strategy, event planning. 
