Creative direction for brands growing faster than they can hold together.
I'm Sílvia Langa. I work with founders, CEOs and teams who need senior criteria at critical moments — to build brands that hold together, lead digital products that work, and make the decisions an internal team can't always make on its own.
Manifesto
The problem is rarely about design. It's about direction.When a brand or a product isn't working, the last thing it needs is more output. It needs decisions. Knowing what to say and what not to say. Knowing when to push up and when to hold the line. Knowing which piece of the system is missing — and which one shouldn't be there in the first place.
That's my job. I step in when there's noise, sharpen the criteria, and translate strategy into decisions a team can actually execute.
I don't design what I like. I don't design what the client likes. I design what works for the brand.
How I see it
My approach lives at the intersection of brand, UX and growth.I've spent over 15 years working at the edge between brand and digital product, leading and designing websites, apps, identities and brand systems in parallel. Today, my most valuable role is directing what others execute — because I know exactly what to ask for, and why.
That trajectory shapes how I work. Brands aren't objects that need to look good. They're systems that need to hold together strategically, perform operationally, and convert measurably. I don't direct only branding, and I don't direct only product. I direct at the line between the two.
How I work
Three ways of working, depending on what the project needs.-
I join the client's team as external creative direction. For founders and teams that need senior criteria without putting it on the payroll.
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I lead specific brand or digital product projects, working alongside the client's team or with an executing partner.
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Ongoing creative direction to keep the brand alive, give the internal team focus, and translate every new decision back into the system already in place.
Selected work
Innovation sprint (US) — Validating six snacking brands without making any product
Ocado — The north star of ecommerce
Seen — Brand, product and growth, connected
La Joya — Repositioning a premium brand in under 4 months
Selected clients and partners
Who is this forI work well with founders, CEOs and teams who already know that the problem won't be solved with more output. Who have a capable team, but need a senior layer that brings direction. Who value criteria over speed.
I don't work with people looking for "a designer," with people who want execution without strategy, or with people who need someone to validate a decision they've already made.
Speaking, writing & teachingI write and speak about creative direction in the age of AI about how criteria becomes more valuable when execution stops being the bottleneck.
I teach UX at Universidad Carlemany and brand design at Johan Cruyff Institute. Previously at Elisava.
Available by invitation for talks, podcasts and collaborations.
If your brand or your product needs direction, not more output, let's talk.For projects requiring full execution with an in-house team, I also direct Guinda Studio, which I co-founded with Arantza Montero.
A short message is fine. I'll reply within 48 hours.