Trend Forecasting Projects in SpainTrend Forecasting Projects in SpainLast November I took a course in trend research and creative strategy, and for the final project, I worked on a self-initiated exploration of how Etsy could reconnect with its original promise.
I traced the platform's shift from setting trends to blending in, then mapped two cultural tensions, tech fatigue driving a craft revival, and makers being pushed into full-time content creation, to find the space Etsy could reclaim: being the online home for real makers again.
From that insight I built Make It Real, a three-part strategy (a YouTube docu-series, a seasonal print zine, and IRL holiday markets) designed to loop into each other, plus a phased rollout from pilot to global tradition.
Full presentation: https://tinyurl.com/etsyppt Just worked on an independent brand and creative strategy audit for Freshly Cosmetics, a Spanish clean beauty brand navigating a defining moment after a decade of growth, expansion, and correction.
I mapped their full brand landscape, online and retail presence, visual identity, audience, and five direct competitors, to surface a core tension: what once set Freshly apart, science-backed formulas, is now table stakes across the category, while competitors are winning on brand presence and emotional storytelling.
From that insight, I developed three strategic moves: turning Freshly's physical stores into living brand spaces with an in-store mini garden, rebranding the packaging to build stronger shelf presence and emotional attachment (especially in baby and kids), and shifting scientific credibility into deeper brand equity through retail experience, rather than pursuing another international expansion.
Full presentation: https://canva.link/sgwmw9cklrpfvdr 
