Hello and welcome, I’m Liana.

Brand strategist with a sharp eye for storytelling and aesthetics, 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 reinvention.

For over a decade, I’ve helped brands define, evolve, and lead—guiding global leaders and bold newcomers through every stage, from foundations to reinvention.

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.

  • Bringing your story to life with a compelling manifesto and key messages adapted to each communication channel.

  • 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 Identity

Translating strategy into memorable brand expression.

  • Crafting a strong, recognizable identity that stands out.

  • Defining how your brand speaks and connects with its audience.

  • Documenting guidelines to maintain consistency across all platforms.

  • Designing assets that bring your brand to life across every touchpoint.

Cultural Insights

  • Mapping industry shifts, consumer expectations, and competitive landscapes to uncover strategic growth opportunities

  • Supporting the creation of new products or services by identifying white spaces, innovation trends, and category evolution.

  • Curated and visually-rich tools mapping key cultural, aesthetic, or behavioral shifts to inspire creative and strategic teams.

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

Decoding culture to identify behavioural shifts and emerging opportunities.

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

  • 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.