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I am a Senior Creative Lead with 15+ years of experience shaping brand foundations, creative direction, and visual language across global brands, hospitality, and founder-led ventures. I start at the very beginning of the creative process, defining the thinking, narratives, visual principles, and language that guide how brands express themselves over time. I establish clear creative frameworks that teams can build from, ensuring coherence, originality, and long-term relevance across categories, platforms, and touchpoints. I collaborate closely with brand, strategy, product, and leadership teams to translate brand ambition into actionable direction, balancing creative ambition with business realities and guiding projects from concept alignment to handover.…I am a Senior Creative Lead with 15+ years of experience shaping brand foundations, creative direction, and visual language across global brands, hospitality, and founder-led ventures. I start at the very beginning of the creative process, defining the thinking, narratives, visual principles, and language that guide how brands express themselves over time. I establish clear creative frameworks that teams can build from, ensuring coherence, originality, and long-term relevance across categories, platforms, and touchpoints. I collaborate closely with brand, strategy, product, and leadership teams to translate brand ambition into actionable direction, balancing creative ambition with business realities and guiding projects from concept alignment to handover.

Lucia Viana

Creative Director, Art Director, Designer, +2

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I am a Senior Creative Lead with 15+ years of experience shaping brand foundations, creative direction, and visual language across global brands, hospitality, and founder-led ventures. I start at the very beginning of the creative process, defining the thinking, narratives, visual principles, and language that guide how brands express themselves over time. I establish clear creative frameworks that teams can build from, ensuring coherence, originality, and long-term relevance across categories, platforms, and touchpoints. I collaborate closely with brand, strategy, product, and leadership teams to translate brand ambition into actionable direction, balancing creative ambition with business realities and guiding projects from concept alignment to handover.…I am a Senior Creative Lead with 15+ years of experience shaping brand foundations, creative direction, and visual language across global brands, hospitality, and founder-led ventures. I start at the very beginning of the creative process, defining the thinking, narratives, visual principles, and language that guide how brands express themselves over time. I establish clear creative frameworks that teams can build from, ensuring coherence, originality, and long-term relevance across categories, platforms, and touchpoints. I collaborate closely with brand, strategy, product, and leadership teams to translate brand ambition into actionable direction, balancing creative ambition with business realities and guiding projects from concept alignment to handover.

Available to hire

I am a Senior Creative Lead with 15+ years of experience shaping brand foundations, creative direction, and visual language across global brands, hospitality, and founder-led ventures. I start at the very beginning of the creative process, defining the thinking, narratives, visual principles, and language that guide how brands express themselves over time.

I establish clear creative frameworks that teams can build from, ensuring coherence, originality, and long-term relevance across categories, platforms, and touchpoints. I collaborate closely with brand, strategy, product, and leadership teams to translate brand ambition into actionable direction, balancing creative ambition with business realities and guiding projects from concept alignment to handover.

Skills

Brand Identity

Experience Level

Brand Identity

Expert

Language

English

Fluent

Portuguese

Fluent

Italian

Advanced

Spanish; Castilian

Advanced

French

Advanced

German

Intermediate

Work Experience

Senior Creative Lead at Alpinebeta

January 1, 2021 - Present

Led creative direction across digital experiences and brand platforms, helping shape brand expression by aligning strategy, visual language, and execution in close collaboration with marketing, product, and leadership teams. Delivered cohesive brand narratives across digital touchpoints while balancing clarity, usability, and visual refinement. Contributed to narrative framing and messaging direction, ensuring language and tone aligned with strategic intent and visual expression across platforms. Worked at early stages of initiatives to help frame briefs, clarify creative intent, and establish direction before concepts entered execution. Translated strategic objectives into clear creative guidance that teams could confidently build from. Supported the evolution of brand expression across platforms by bringing structure and focus to complex inputs, ensuring consistency while allowing flexibility as products and needs evolved.

Creative Director / Global Brand Content Lead at Lindt & Sprüngli

January 1, 2018 - January 1, 2020

Defined global creative direction and content frameworks across 135+ markets, establishing a unified visual and narrative foundation that regional teams, agencies, and partners could build from. Led narrative and copy direction alongside visual systems, shaping brand voice, messaging structures, and storytelling frameworks used consistently across global markets. Launched and led the Lindt International Instagram account as the global creative benchmark, setting standards for storytelling, imagery, tone, and campaign execution worldwide. Guided teams through clear creative direction while allowing for local and cultural expression. Established clear creative principles that gave global teams a shared foundation to build from, enabling new expressions and cultural moments while protecting the brand’s core identity and long-term equity.

Creative & Experience Design Lead (Freelance) at Freelance (Zurich / Los Angeles)

January 1, 2014 - January 1, 2018

Led creative and experience-led projects across finance, technology, and innovation brands, working closely with product, strategy, and leadership teams. Focused on early-stage thinking, translating complex challenges into clear creative direction, narrative structures, and experience principles for digital platforms and services. Helped teams move from ambiguity to alignment by defining frameworks that balanced clarity, usability, and brand expression.

Art Director & Photographer at Lucia Viana Studios

January 1, 2006 - January 1, 2014

Built a strong foundation in concept-led visual storytelling across fashion, footwear, editorial, commercial, and film projects. Led art direction and photography for editorials, campaigns, and motion work, collaborating with creative teams to bring ideas to life across formats. This hands-on creative practice shaped my approach to leadership, grounding creative direction in craft, intuition, and visual clarity.