Freelancers using Canva in Lyon

Freelancers using Canva in LyonFreelancers using Canva in Lyon

Projects People

Zacharenia Piperaki

Growth Strategist & Creative Director | Consumer Psychology

$1k+: Earned

5: Followers

Growth Strategist & Creative Director | Consumer Psychology

Cover image for Product utility is no longer

Product utility is no longer the differentiator. Character is. In premium retail, every competitor offers quality materials and clean design. The only remaining white space for growth is narrative. I recently built this speculative campaign exploring "Character Architecture", the process of engineering a brand's visual identity as if it were a complex protagonist rather than just a storefront. Instead of standard, brightly-lit e-commerce shots, the focus here is on tactile tension and editorial mystery: The Heritage Anchor: Using heavy, raw textures (vintage paper, distressed trench coats, porous ceramics) to ground the aesthetic in permanence. Chiaroscuro Lighting: Moving away from flat studio light to create mood, obscuring features to force the user to lean in and ask questions. Environmental Duality: Bridging the gap between untamed, heavy nature and refined, intellectual spaces to show the breadth of the brand's identity. Visuals that force the user to question the narrative are the ones that build lasting brand equity. We have to move beyond passive observation and start designing for active resonance. #brandguidelines #portfolioreview

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Cover image for The anatomy of a high-converting

The anatomy of a high-converting luxury asset. Most heritage brands bleed their acquisition budget on wide-angle lifestyle shots that fail to communicate physical value on a mobile screen. To capture premium intent, the creative direction must act as a technical schematic. This is a speculative framework exploring how to engineer zero-friction conversions through tactile contrast, foveal fixation points, and structural integrity. Aesthetics do not lower Customer Acquisition Cost. Visual engineering does. #GrowthArchitecture #CreativeDirection #PerformanceMedia #DTCBrands

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From 0.40% to 11% CTR | Swimwear Brand Case Study Role: Performance Marketing Strategist & Creative Director Goal: Increase CTR and engagement for a boutique swimwear launch Approach: • Strategized a high-contrast, emotionally resonant concept • Shot bold visuals contrasting snow + sea to break scroll inertia • Created copy + ad sets tailored for cold and warm audiences • Launched multi-platform campaigns (IG + Meta Ads) Result: • CTR boost from 0.40% → 11% • Cost-per-click down by 68% • Doubled landing page views in 10 days

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Creative Strategy, Funnel Optimization Premium Pet Product Brand

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Creative brand strategist & photographer ✨

Creative brand strategist & photographer ✨

Cover image for Business Card Design

Business Card Design

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Cover image for Instagram Strategy

Instagram Strategy

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Cover image for Branding Identity

Branding Identity

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Cover image for Instagram Graphic Design

Instagram Graphic Design

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I'm Margot a Global Designer

I'm Margot a Global Designer

Cover image for POPPEY'S

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Cover image for INDIA ROYALE

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Cover image for ORIENT EXPRESS

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Cover image for CAMPO DE OURIQUE

CAMPO DE OURIQUE

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