- Rio de Janeiro, Brazil
content & Branding
I enjoy building brands that feel alive, not corporate.
My approach to content and branding is grounded in clarity, consistency, and connection. Whether it’s reshaping a company identity, training employees on storytelling, or launching award-nominated campaigns, I aim to make every piece of content feel personal and purposeful.
Employer Brand Campaign
Turning Company Culture Into a Story People Believe In.
CONTEXT
Oscar always had a strong internal culture, but we wanted to translate that into something tangible for candidates and clients. The goal was to show what made the business a great place to work, and to position that culture as a competitive advantage.
APPROACH
Working with the UK and U.S. teams, I helped re-develop the employer brand that showcased our people, our values, and our results. The creative direction focused on authenticity and personality - real stories from real consultants.
RESULT
The campaign helped Oscar earn a “Highly Commended” recognition at the Global Recruiter Awards for Best Employer Brand, ‘Best Employer to Work For” at the Best Companies to Work For in 2023. It also supported a 111% increase in global headcount and stronger engagement across digital channels.
Two Pints Deep
Building a Brand That Starts Conversations.
CONTEXT
I’ve worked with Two Pints Deep, a UK-based men’s mental health charity, as their Senior Creative since 2022. The goal from the start was to make tough conversations easier to have; using design, storytelling, and community to shift how people think about mental health.
APPROACH
My role was to help bring structure and clarity to the brand. I worked on implementing their visual identity across the website, social media, and campaign materials, making sure everything felt unified, recognisable, and professional. This included redesigning digital assets, creating social media graphics and templates the team could use for events, workshops, and announcements.
RESULT
The result was a brand that finally matched the quality of the work we were doing. Social engagement increased, the website became clearer and more accessible, and the charity gained more credibility when approaching companies and community partners. It helped position Two Pints Deep as a real, established organisation rather than a grassroots project.
Oscar U.S. Brand Relaunch
Building a Brand That Connects Across a Continent.
CONTEXT
When I joined Oscar’s U.S. business, the company had a strong UK presence but little brand identity overseas. The challenge was to take an established tone and make it resonate with a new audience in a completely different market.
APPROACH
I led the creative and strategic rollout of Oscar’s U.S. brand presence. That included localizing visuals, messaging, and tone for six offices while aligning with the global team. I introduced new campaign frameworks, storytelling guidelines, and brand templates that made it easier for consultants to create consistent, on-brand content.
RESULT
The relaunch drove rapid growth in awareness and engagement, helping our LinkedIn audience grow from 30,000 to over 250,000. It gave the teams a clear, confident voice and a brand identity that finally matched the pace and ambition of the business.
Consultant Personal Brand Training
Helping People CREATE Their Own Voice.
CONTEXT
A big part of my role at Oscar was helping consultants understand how to use content to build trust and generate leads. Many were confident recruiters but didn’t know how to express their expertise online.
APPROACH
I created and led a content playbook & personal branding training sessions for consultants, covering topics like tone of voice, post structure, and engagement strategy. I ran live workshops and one-on-one sessions to help each person craft their own personal style while staying consistent with the Oscar brand.
RESULT
The program led to a major increase in LinkedIn activity across the U.S. offices and improved InMail response rates. More importantly, it helped people feel proud of their content and confident in their voice, which is exactly what good branding should do.