Projects in Punta del EsteProjects in Punta del EsteVELD Studio — Brand Strategy, Creative Direction & Digital Experience
I created VELD Studio from the ground up, defining its positioning, brand voice, creative direction, messaging and complete digital experience.
I designed and developed the website around a clear point of view: strong brands need strategy before more content. The project includes brand architecture, conversion copy, responsive web design, SEO/GEO foundations, case-study structure and a lead-generation journey built around a 30-minute qualification call.
I also developed VELD’s working methodology, connecting brand audits, positioning, content strategy and production into one operating system. The same foundation later led to VELD Signal, an AI visibility product that analyzes how brands appear across AI-driven search and recommendation environments. Led the brand repositioning and digital strategy for Ali Balbiani, a beauty professional, educator and mentor with an established audience in Uruguay and Argentina.
The project began with a full social media audit covering audience quality, engagement, visual consistency, positioning, bio structure, content performance and conversion paths. I benchmarked the account against beauty and aesthetics brands across multiple international markets, then translated the findings into a new brand and content system.
I restructured the Instagram presence around three business pillars — Clinic, Academy and Mentoring — defining the visual direction, content architecture, pinned-post strategy, editorial rhythm and conversion journey for each audience.
The work expanded into Ali’s digital launch ecosystem, including the landing page and campaign experience for Código Secreto, connecting the new positioning across brand, social content and conversion. VELD Signal is an AI-powered brand visibility product I conceived and built to measure how businesses appear across ChatGPT, Perplexity, Gemini and Google AI.
I developed the product concept, positioning, GEO/AEO strategy, user experience and conversion flow, connecting AI search data with clear actions brands can use to improve visibility.
The project combines AI search, brand strategy, product thinking, GEO/AEO, automation and web development. 
