Luciana Albornoz
Brand Strategist for Founders & Social Media Manager
Ready for work
Luciana is ready for their next project!
Case Study: Boiler – To Dye For | Brand Strategy & Business Consulting
The Vision
Boiler is a study in identity and artisanal value. The challenge was to transform a technical, craft-based process into a scalable, high-end commercial brand without losing its "soul." My role was to serve as a Strategic Partner, bridging the gap between creative vision and market positioning.
Brand Management & Strategy
I developed a comprehensive visual infrastructure designed to justify premium pricing. This included:
-Strategic Narrative: Translating the complex "To Dye For" process into a clear, compelling brand story that resonates with a sophisticated audience.
-Visual Architecture: Creating a refined identity that balances the industrial "Boiler" concept with an editorial, high-fashion aesthetic w/ a partner design studio.
-Business Framework: Implementing a structured approach to the brand’s roadmap, ensuring that every visual asset served a specific commercial objective.
Organic Growth & Content Logic
The social media strategy was built to grow intentionally, focusing on authority and engagement over "AI slop" or generic trends.
-Human-Centric Storytelling: Leveraging the artisanal process to create "convicting" short-form content that builds trust and community.
- Aesthetic Discipline: Curating a visual calendar that maintains brand integrity while testing different content pillars to optimize organic reach.
-Community Building: Focusing on organic engagement by speaking directly to a niche that values craftsmanship, sustainability, and unique design.
The Result
A brand that stands out in the saturated fashion market through human taste and strategic judgment. Boiler is now equipped with the visual and operational tools to scale its presence while maintaining a deeply personal and premium connection with its audience.
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Visual Identity & Brand Guidelines for Jewellery Brand
Case Study: Nacha Clar | Contemporary Jewelry Branding
Overview
Natacha Tellez is a visual artist and contemporary jeweler behind the brand Nacha Clar. Her work is defined by a clean, sophisticated aesthetic, blending diverse materials—such as bronze, acrylic, leather, and silver—with artisanal techniques like lost-wax casting. Operating from her atelier in Olivos and her flagship store in the coastal town of Mar de las Pampas, Natacha creates small-batch, handmade collections (12–20 pieces per line) that range from minimal and modern to organic and ethnic-inspired.
The Challenge
Since 2020, the brand has maintained a presence on Instagram, but it required a strategic evolution to match its high-end craftsmanship. The project focused on:
Designing a cohesive visual identity that effectively communicates the brand’s core values and artistic essence.
Launching a digital storefront and building a robust online positioning strategy to scale its reach.
Target Audience
The brand speaks to professional women (ages 40–60) with a refined, urban, and intentional sense of style. They seek distinctive design details to elevate their daily look—from the office to social gatherings—valuing the balance between premium craftsmanship and accessible luxury. They are cultured, active women who enjoy travel, art, and the Mediterranean lifestyle.
Strategic Solution
The strategy focused on elevating the brand’s perceived value through a sophisticated editorial lens. Key actions included:
Aesthetic Positioning: Developing a visual language that reflects the "High Design – High Quality – Fair Price" triangle.
Inclusive Narrative: Implementing a communication strategy that truly represents the target demographic, using photography featuring models within the 40–60 age range to foster authentic connection and aspiration.
Lifestyle Integration: Aligning the brand imagery with the client’s lifestyle—balancing coastal inspiration with urban elegance.
Key Expertise Applied
Brand Identity Design & Visual Storytelling.
Digital Positioning & E-commerce Strategy.
Creative Direction for Jewelry Photography.
B2B/B2C Communication for Luxury Goods.
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Paola Badel, Bonti Ceramics
I had the pleasure of guiding Paola, a ceramics professor and the founder of Bonti, through a pivotal stage in her professional journey. Together, we navigated her transition from a corporate role to becoming a full-time founder of her own ceramic brand.
Our collaborative work included:
- Strategic Planning: Designing her roadmap for the year to ensure a sustainable business launch.
- Visual Identity: Defining her brand's essence through a curated selection of color palettes and typography.
- Creative Direction: Developing a cohesive "Route" for her digital presence, including custom templates for an elevated Instagram feed.
- Brand Voice & Narrative: Crafting a unique tone of voice and storytelling strategy to connect with her audience.
- High-Impact Mentoring: Ongoing 1:1 coaching sessions to provide strategic support and maintain momentum throughout her project.
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