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With over a decade of experience leading brand, ecommerce and creative teams for global international companies, I have consistently translated strategy into results that compounds equity, conversion, and culture.
A focused selection of engagements where strategy, brand and execution had to operate as one system.
01 — CHALLENGE
NanoStyle offered a truly unique product: nano-engraved jewelry containing meaningful texts and symbols. Despite the innovation behind the product, the visual experience lacked consistency and did not fully communicate the emotional value, craftsmanship and uniqueness of the brand.
02 — STRATEGY
Transform the brand from a collection of product listings into a cohesive premium experience. The focus was to elevate perceived value, strengthen storytelling and create a visual system capable of building trust across every customer touchpoint.
03 — EXECUTION
Redesigned the Amazon Store experience, developed A+ content, art directed lifestyle imagery, created advertising creatives, improved product storytelling, produced video assets and established a consistent visual language across the entire customer journey.
04 — IMPACT
2X Revenue Growth
⚡Complete visual transformation of the brand
⚡Premium positioning across Amazon ecosystem
⚡Stronger storytelling and customer engagement
⚡Scalable creative system supporting future growth
01 — CHALLENGE
ZappShoes had successfully established itself as an online footwear retailer, but the business was evolving beyond its original category. As the product offering expanded into apparel, accessories and new partnerships, the existing brand name and digital experience no longer reflected the company’s vision for growth.
At the same time, the ecommerce platform required modernization to support future scalability and improve the customer experience.
02 — STRATEGY
Rather than creating an entirely new identity, the goal was to evolve the existing brand while preserving its recognition and customer trust.
The strategy focused on expanding the brand beyond footwear, creating a more flexible identity system, redesigning the digital experience and supporting a broader ecommerce model that included new product categories and dropshipping partnerships.
03 — EXECUTION
Led the transition from ZappShoes to ZappStore, including:
• Brand evolution and naming strategy
• Visual identity refresh
• Ecommerce redesign
• Migration from Magento to Prestashop
• UX and navigation improvements
• Product catalog expansion
• Creative direction
• Marketing assets
• Photography and content development
• Integration of dropshipping partnerships with multiple brands
04 — IMPACT
+60% Order Growth in the First Four Months
• Expanded brand perception beyond footwear
• Created a scalable foundation for future categories
• Improved customer experience through platform modernization
• Supported business growth through new product lines and partnerships
• Strengthened the brand while maintaining existing recognition
SUNDAY SILKS
Scaling a lifestyle brand through video content, AI-powered production and ecommerce creative.
01 — CHALLENGE
Sunday Silks required a consistent stream of creative assets capable of supporting growth across multiple sales channels.
The challenge extended beyond video production. The brand needed engaging content for acquisition, optimized product experiences for Amazon customers and creative systems that could support the launch of new product categories.
02 — STRATEGY
Build a scalable creative ecosystem where every asset contributed to the customer journey.
Video content was developed to increase awareness and engagement, while Amazon PDPs and product storytelling were optimized to strengthen trust, communicate value and improve conversion.
AI-powered workflows were integrated to accelerate production while maintaining creative quality and consistency.
03 — EXECUTION
Video & Advertising
• Video Creative Direction
• Performance Video Editing
• Hook Optimization
• CTA Development
• AI Voiceovers
• AI-Assisted Video Production
• Multi-Platform Advertising Assets
Amazon Creative
• PDP Optimization for Silk Scrunchie Collection
• PDP Optimization for Silk Bedding Collection
• Complete PDP Development for the launch of the brand’s eyewear line
• Product Storytelling
• Infographic Design
• Lifestyle Creative
• Conversion-Focused Content
Creative Production
• Asset Localization
• Creative Testing
• Content Adaptation
• Brand Consistency Across Channels
04 — IMPACT
End-to-End Creative Support
• Scalable content production system
• Stronger product storytelling
• Improved consistency across acquisition and conversion channels
• Faster production through AI-enhanced workflows
• Successful support for new product launches
Artificial Intelligence has become an essential part of my creative workflow, allowing me to accelerate production, explore concepts faster, and create scalable content without sacrificing quality or brand consistency.
Rather than replacing creativity, I use AI as a strategic tool to enhance ideation, content creation, design production, and marketing execution.
Applications
Video Production
AI-generated voiceovers
Script generation and refinement
Hook and CTA testing
AI-assisted video editing
Motion graphics and content adaptation
Creative & Design
Product lifestyle imagery
Concept exploration
Advertising creative generation
Visual asset expansion
Campaign variations for testing
Ecommerce Content
Amazon PDP imagery
A+ Content creation
Product storytelling
Creative localization
Listing optimization support
Workflow Automation
Faster content production
Scalable creative systems
Asset generation frameworks
Improved team efficiency
Results
By integrating AI into the creative process, I have been able to produce content faster, generate more creative variations, support rapid testing cycles, and help brands launch and optimize campaigns with greater speed and efficiency.
I started my career moving pixels around.
Then I discovered that the real challenge wasn’t making things beautiful — it was making people care.
A decade later, I’ve built brands, reimagined ecommerce experiences, directed creative teams, launched campaigns, redesigned Amazon ecosystems, and convinced more than one company that «just making the logo bigger» wasn’t actually the solution.
My work lives somewhere between strategy, design, storytelling, technology and commerce. I enjoy turning messy ideas into clear brands, complex products into intuitive experiences, and ambitious business goals into creative systems that actually work.
Lately, that also means teaching AI a few creative tricks. Not to replace creativity, but to remove the boring parts so humans can spend more time doing what they do best: thinking, creating and occasionally arguing about fonts.
I believe great creative work should do more than look good. It should create trust, spark emotion, drive action and leave a brand stronger than it was before.
In short: I build things people notice, remember and buy.
Engagements typically combine three to five of the capabilities below, structured around a clear business outcome.
01
Creative Direction
End-to-end creative leadership for brand, campain and product surfaces. →
02
Brand Strategy
Positioning, storytelling and brand architecture built for growth. →
03
Brand Identity Design
Creating visual identities that scale across channels and markets. →
04
Ecommerce & DTC
Designing shopping experiences that drive conversion and retention. →
05
Amazon Creative Assets
A+ Content, Brand Stores, PDPs and marketplace-focused assets. →
06
Campaign Development
Integrated campaigns across digital, social, retail and events. →
07
Content Production
Photography, video, motion and creative assets built to perform. →
08
AI Creative Systems
Scalable AI-powered workflows for content, design and production. →
10
Creative Operations
Building workflows, processes and systems that help teams scale. →
11
Team Leadership
Mentoring creatives and leading multidisciplinary teams worldwide. →
12
Event & Experiential Design
3D environments, branded spaces and immersive event experiences. →
Eight stages, repeatable, calibrated for ambition and scale. Engagements scope into a subset of these.
Understanding the business, audience, market and opportunities.
Insights, benchmarks and competitive analysis that inform decisions.
Positioning, messaging and creative direction aligned to business goals.
Identity systems, campaigns and concepts built to stand out.
Design, content, motion, video and creative asset development.
Launching across ecommerce, Amazon, digital and retail channels.
Performance analysis, testing and continuous improvement.
Systems, automation and AI workflows that enable sustainable growth.
Whether you’re launching a brand, scaling an ecommerce business, or looking for creative leadership — let’s create something meaningful together.
© 2026 Mercedes Goncalves — Madrid, Spain