ABOUT

Challenge
Transform my own personal brand, Ester Aragonés, into a distinctive and scalable brand that clearly connects identity, positioning and marketing.

My role
I defined the positioning, brand strategy and creative direction, created the Immersive Branding concept and methodology, and developed a coherent naming system including Amazónica, ‘La Liana’. I also structured the flagship services, messaging and customer journey, while directing the visual identity, photography, content and digital experience.

Creative idea
The Amazon rainforest became the central brand universe, representing abundance, growth, resilience and freedom.
The tree became the main metaphor for the methodology: the roots represent identity, values and the essence of the brand; the trunk represents positioning, differentiation and the value proposition; and the crown represents communication, visibility and marketing.

Deliverables
Brand strategy, visual and verbal identity, methodology, service naming, flagship offer, photography direction, social media system, email marketing, lead magnets, landing pages and sales materials.

Outcome
A distinctive and coherent personal brand with a recognisable creative universe, a clear methodology and a scalable ecosystem of services and content.