Hello and welcome,I’m Liana.

Brand strategist with a sharp sense for storytelling, I help brands translate their uniqueness into powerful narratives.

There is something irresistible about a singular brand: it draws you in, holds your gaze, and sparks inspiration.

For nearly a decade, I’ve guided global leaders and bold newcomers at every stage — from defining their identity to growing with relevance.

Wherever you are in your brand journey, I bring strategic clarity and cultural depth to lift your brand above the ordinary.

Brands I’ve worked for

Approach & services

Brand Strategy

  • Defining what makes your brand unique and ensuring you stand out in a competitive market.

  • Building the strategic foundation—vision, mission, values, and personality—to create a cohesive and lasting brand.

  • Designing a clear and intuitive architecture to organize sub-brands, product lines, and services within a coherent ecosystem.

  • Structuring the offer to reflect the brand platform and provide a clear path for future product or service development.

Building brands with depth and a strong strategic foundation.

Brand Narrative

Translating strategy into memorable brand expression.

  • Bringing the brand’s story to life through a compelling and inspiring manifesto.

  • Defining how the brand speaks and connects with its audience, and shaping key messages tailored to each channel.

  • Creating distinctive and meaningful brand and/or product names, aligned with the brand’s positioning.

  • Once the brand’s strategic foundations are set, I handpick the right profiles from my network of trusted creatives, designers, and photographers to bring it to life through powerful visual identities, logos, websites, art direction, and content.

Cultural Insights

  • → Epoch

    Identifying cultural shifts, weak signals, and emerging trends to anticipate change, challenge conventions, and shape future-ready brand strategies.

  • → individuals

    Exploring real lives, perceptions, and aspirations through fieldwork and conversations to reveal deep insights and emotional drivers that bring brands closer to people.

  • → category

    Interpreting the signs, codes, and symbols within a category or culture to uncover implicit meanings and opportunities for narrative and positioning differentiation.

  • → ideas
    Investigating strategic cultural topics (e.g. longevity, beauty ideals, wellness mindsets) to uncover collective representations, perceptions, and tensions that can inspire new product development and brand concepts.

Infuse brand strategy with cultural intelligence (scope: categories, epochs, individuals, & ideas)

Testimonials

  • I had the privilege of working with Liana on strategic and foresight projects over the course of five years. What do all the presentations praised by our clients have in common? Liana was involved: her sharp intuition, unique perspective, and knack for thinking against the grain consistently brought to light ideas that were both original and brilliant. Thanks to her subtle intelligence, our work gained depth and dimension, opening up new avenues that were always relevant and productive. Working with Liana means guaranteed quality — and the assurance of a sharp, singular eye that brings a Liana touch to every project, making all the difference.

    Jean-Emmanuel Drüeke - Founder & CEO DreamCentric

  • I had the pleasure of working with Liana during her time within the Accor marketing team and I recommend her very highly to anyone. She worked on a variety of major projects such as Accor rebranding and supported the team superbly well. Her strong work ethic and sense of humour was always appreciated!

    Steven Taylor - Ex CMO at Accor

  • Liana is a trusted professional — diligent, detail-oriented, and organized, and a true pleasure to work with. She is also highly intuitive and accurate in her understanding and analysis of brands and their visual identities. Her deep expertise in skincare is a real asset.

    Leslie FEGEY - Global Client Lead at Publicis Media

  • Strong strategic and analytical thinking that allows her to find creative solutions that directly serves business problematics. Thank you again for you work, still very useful today for the team !

    Grégory Rodet - Ex. Brand Director SkinCeuticals (L’Oréal)

Selected projects I have worked on

    • Elevating Brand Narrative → Developed a new brand manifesto and storytelling strategy to reinforce a leading cosmeceutical brand’s authority in medical aesthetics.

    • Decoding the Future of Skincare → Conducted a semiotic analysis of 230 skincare brands to uncover emerging wellness narratives and identify strategic opportunities.

    • Elevating Hospitality Branding Through Sensory Identity → Led strategic branding projects for hotel brands — from crafting their visual universe to developing immersive sensory touchpoints, including scent and sound design.

    • Exploring the Future of Travel & Well-Being → Conducted a trend study on how Gen Z and emerging travelers are redefining hospitality, uncovering opportunities for new services and innovative guest experiences.

    • Creating a Bold Haircare Brand → Created a bold, disruptive brand redefining hair regrowth through emotional storytelling, a strong brand ethos, and a striking visual identity.

    • Redefining Laundry Through Strategy & Design → Identified a breakthrough product opportunity, then built the brand from the ground up — from positioning and storytelling to visual identity, crafting a brand that transforms the way we think about laundry.

    • Deciphering Perception of Feminism in France → Explored how French women (18–65) relate to feminism as part of a global study. Translated insights into strategic messaging guidelines for a leading beauty brand.

    • Guiding a U.S. Skincare Brand’s Entry into France → Led qualitative research to uncover local bodycare codes, identify desirability drivers, and test communication angles — informing packaging and messaging tailored to french consumers.

    • Designing Emotional Unboxing Moments → Analyzed how packaging, sensory cues, and storytelling shape the unboxing experience — identifying best practices to foster emotional engagement.

    • Curating Beauty & Culture for Hospitality → Selected niche and premium haircare, skincare, books, and art objects for the launch of Tribe Hotels in Paris — ensuring full alignment with the brand’s vision of contemporary hospitality.