Four projects across brand, digital product and innovation. Different sectors, different scales — same approach.
Selected work
Innovation sprint (US)
Validating six snacking brands without making any product.
In collaboration with Hidden Strategy
Credit: Eva Guerra (Hidden), workshop cards
La Joya
Repositioning a premium brand in under 4 months With Guinda Studio
Ocado
The north star of ecommerce
In collaboration with Hidden Strategy
Seen
Brand, product and growth, connected
In collaboration with Hidden Strategy
What you won't find here
This isn't a portfolio of every project I've worked on. It's a selection that shows the range of what direction can do — across geographies (Spain, UK, US), categories (food, fertility, ecommerce, innovation), and stages (early concept to ongoing optimisation).
If your project doesn't look like any of these, that's likely a good sign. Direction transfers across categories. The shape of the work changes; the criteria doesn't.