As an Art Director, she discovered the Direct-Response world, filled with research, adrenalin, and risk-taking. Based on her knowledge, her main objective is to translate brand components, by adapting and turning them into creative performance components for ads.
Typography, graphic resources, and animations are the key elements to build the brand identity and to keep the brand consistently alive across all the different channels.
For the last +3 years, she has been building guidelines. Working towards creative teams, specifically for these communications keeping the focus on the performance.