Lauren F.

Most brands don’t struggle with ideas—they struggle with turning ideas into clarity, structure, and meaning that can actually live across product, identity, and experience. I work as a Creative Director and Brand Strategist helping founders translate early vision into fully formed brand worlds—where positioning, storytelling, and design are aligned into one cohesive system. My work sits at the intersection of brand strategy, creative direction, and storytelling. I’m interested in how brands become culturally resonant—how an idea evolves into a visual language, a voice, and a lived experience across digital, physical, and commercial touchpoints. I helped create and develop Dador, a Cuban responsible fashion brand, from the ground up as Creative Director. I led the brand’s conceptual foundation, identity, creative direction, product vision, and narrative framework, shaping how it evolved from early idea into a fully formed brand. This included developing its visual and verbal language, guiding collections, and directing how the brand expresses itself across e-commerce, campaigns, content, and communications. Building a brand from its earliest stage has shaped how I approach my work: not as isolated deliverables, but as interconnected systems where strategy, product, and storytelling must reinforce each other. Alongside brand building, my background spans fashion and apparel design, where I developed collections from concept through silhouette, material direction, and narrative intent. I also draw from experience in film and stage, where working with character arcs, pacing, and emotional structure has deeply informed my approach to storytelling and brand narrative. Across these disciplines, I’ve developed a strong ability to translate abstract ideas into cohesive, tangible expressions across different mediums. This is further shaped by my experience as a creative entrepreneur, which gives me a practical understanding of how ideas move from concept to execution in real market conditions. It allows me to connect creative direction with strategic and operational thinking—ensuring that brand concepts are not only expressive and culturally resonant, but also aligned with audience, product, and business realities. I also work across digital brand environments, including Shopify and Squarespace platforms, where I’ve led website structure, creative direction, and content systems—bridging narrative with functional experience. My work typically spans: - Brand Strategy & Positioning - Creative Direction & Concept Development - Narrative Building & Brand Storytelling - Fashion & Product Design Direction - Visual Identity Systems - Marketing & Campaign Direction - Content & Social Strategy - E-commerce Experience (Shopify / Squarespace) - Brand Voice & Communication - Creative Systems for Launch & Growth I bring both strategic and creative fluency—moving between concept, system, and execution—ensuring that what a brand stands for is consistently expressed across every touchpoint. I’ve worked across North America, Latin America, and international creative contexts, and I’m bilingual in English and Spanish.